Research On LZLJ Brand Marketing Strategy

Baijiu has a long history of brewing and drinking in China,and Baijiu is indispensable to banquets and gatherings of friends.It has also become an inseparable part of people’s life and work in history.At the same time,Baijiu brewing has gradually formed different flavor genres due to the differences in geographical environment,water quality and soil,brewing technology,raw material selection,etc.In the decades of development of Chinese Baijiu since the founding of the People’s Republic of China,LZLJ,as the representative of Luzhou flavor Baijiu,has made Luzhou flavor Baijiu develop rapidly throughout the country and blossom everywhere through the summary and promotion of the brewing technology of Luzhou flavor Baijiu.Its market share has accounted for more than 70% for decades,becoming the mainstream flavor of the market.In recent years,with the rapid development of Maotai Baijiu,the market share of Maotai Baijiu has grown from less than 15% in 2015 to nearly 30% in 2020.In addition,light flavor Baijiu has also grown rapidly in recent years under the leadership of Fenjiu,and the market share of Luzhou flavor Baijiu has been further eroded,with the current market share reaching about 50%,which poses a great threat to the development of LZLJ.In actual brand marketing,LZLJ Company faces problems such as the continuous decline in market share and the continuous rise of sauce flavored products due to the existence of dispersed resources and lack of coordination among marketing teams.This article is to carry out research under this background,analyze the current situation and existing problems of LZLJ company’s brand marketing,and propose LZLJ company’s brand marketing optimization strategy based on brand marketing theory.Firstly,this paper uses literature research to review brand marketing,Baijiu brand marketing and other related content,so as to provide theoretical basis for subsequent research;Subsequently,SWOT and other analysis tools are used to analyze the internal and external environment faced by LZLJ’s current operations;Then,using case analysis method and LZLJ Company as the research object,the paper analyzes the existing problems in its current marketing strategy;Secondly,combined with the impact on the market share of Luzhou flavor Baijiu,from the four dimensions of brand marketing theory,such as brand personality,brand communication,brand marketing,brand management and other aspects,LZLJ Company’s brand marketing optimization strategy was proposed.It is hoped that the research and analysis of this paper can provide suggestions for the brand marketing strategy of LZLJ Company,and also help Luzhou flavor Baijiu enterprises to respond to the changes in the market pattern in terms of brand communication,and jointly defend the category market position.In the end,the essence of Baijiu is the same,the process is different,but the flavor type is not superior.I hope that through the research of the paper,it can help the industry to fight against the flavor type,pay more attention to quality in the product strategy,pay more attention to the promotion and dissemination of brand and culture in the marketing strategy,and jointly promote the healthy and long-term development of the industry.