The Study On Brand Managementoptimization Of Shanxi Fenjiu

At present,the Baijiu industry is becoming more and more brand oriented and market-oriented.The liquor industry environment is no longer a simple era of "liquor fragrance going out of the deep alley".While enterprises have good products and marketing capabilities,brand influence is essential.Enterprises form brand competitive advantages through brand management,so that enterprise behavior is more loyal to the core value and spirit of the brand,thus maintaining brand competitiveness,Only in this way can one stand out in the flood of market changes.At present,the national economy is gradually recovering,the consumer market is increasingly active,and the enterprise development environment is gradually improving.The Baijiu industry has ushered in a new development opportunity,but at the same time,the industry also has a development pattern of high degree of marketization,increasingly clear centralization trend,and increasingly fierce market competition.It is an urgent task for Baijiu enterprises to make up for their own shortcomings and seek greater development in the face of the new situation.Shanxi Xinghuacun Fenjiu Factory Co.,Ltd.(hereinafter referred to as Shanxi Fenjiu)is an old brand enterprise with a deep history and cultural heritage.It has a relatively wide range of consumer groups,a deep social foundation and good corporate economic benefits,but there are also significant manifestations of low brand management level and weak brand influence.It does selects brand management of Shanxi Fenjiu as the research object to study how to promote the further development of enterprises through the optimization of brand management in the paper.The paper combed the research achievements in relevant fields at home and abroad,clarified the theoretical basis and references,determined the research theme and research ideas,and systematically understood the development status of brand management of Shanxi Fenjiu by using the literature research method,questionnaire survey method,and logical reasoning method,centering on the four dimensions of brand management positioning,brand management organizational system,brand communication,brand protection,and brand cognition,Investigate and study the existing problems and reasons of Shanxi Fenjiu,and propose targeted brand management optimization and safeguard measures from the perspective of brand management system,so as to enhance the brand competitiveness of enterprises and enhance their economic benefits.