The Research Of Brand Strategy Of Jiangsu Fenjinting Liquor Limited Company

The main contradiction in our society at present is the contradiction between the people ' s growing need for a better life and the development of inadequate and unbalanced development.Since the reform and opening up,although the quality of life of Chinese residents has been significantly improved,consumption has been continuously upgraded,but China's supply system is not compatible with consumer demand,low-end products have excess capacity,and high-end product supply cannot meet consumer demand.Therefore,the key to solving the main contradictions in our society lies in supply-side reform.The Fenjinting liquor limited company established in is now facing this problem: its low-end liquor can not meet the needs of liquor consumers,and the Fenjinting wine needs to be repositioned and reformed to win the current liquor market.Based on the analysis of the market environment and brand status of Jiangsu Fenjinting liquor limited company,this paper finds that the management of Jiangsu Fenjinting liquor limited company does not pay much attention to brand building.The Jiangsu Fenjinting liquor limited company has never had a systematic brand strategy,which has led to a serious shortage of its brand competitiveness.This paper use the SWOT analysis method to find out the advantages,disadvantages,opportunities and challenges of the “Fenjinting”and summarize the corresponding strategies by drawing SWOT matrix.Then according to the brand strategy development steps,the brand name and trademark,brand recognition and association,brand positioning and other contents in the brand strategy of Jiangsu Fenjinting liquor limited company were determined.According to the relevant content of the defense strategy,through the promotion of brand marketing,the company will first develop the“Fenjinting” into a regional strong brand,and then carry out brand asset accumulation and brand extension,enter the national market and carry out international brand strategy.The brand strategy research of Jiangsu Fenjinting liquor limited company is expected to change the low-end brand image of Fenjinting Wine and gradually enhance its brand competitiveness.While satisfying the high demand of liquor consumers,the company's development in Jiangsu Fenjinting liquorlimited company continued to improve.This research also has some reference to the strategic management of Chinese liquor brands strategy.