A Strategy Study On Export Brand Equity Of Wuliangye

In recent years, imported wine developed rapidly in China, amounting to more than one billion dollars. At the same time, the exports of Chinese Alcohol are disproportionate. Wuliangye, the biggest export brand in China, aceounts for more than 90% of the total exports of Chinese Alcohol, and its exports are only one hundred million dollars. Generally speaking, wuliangye has few international market shares. In other words, the international market of wuliangye is still in its infancy. There are many barriers to the export of wuliangye. Basically speaking, the problem is brand equity building. In this context, the study on export brand equity of wuliangye becomes a major issue at the moment.The concept of brand equity was first used by the advertising company. Later, many institutions and scholars made in-depth study on this topic. Among those, David Aaker's "five dimensions" conceptual model of brand equity has the deepest impact in the world. Aaker divided brand equity into five dimensions, which is brand loyalty, brand awareness, quality awareness, brand association and other ownership of brand equity. These five components become the evaluation criteria on the success of a brand.Based on the theories of Aaker's brand equity, this thesis tries to analyze the problems which exist in the status of export brand equity of wulaingye. Starting from the factors of export brand equity of wuliangye, the paper established a model for the study of export brand equity of wuliangye, which is based on the relationship between components and factors. It conducts a quantitative analysis of the components and factors by using the analytic hierarchy process. Summarizing the results of the model, the article raised strategic measures for enhance the export brand equity of wuliangye.This article is divided into six chapters.The first chapter is an introduction which is the presentation of the whole paper. The main content includes the background and significance of the study, literature summary which is the key point, thoughts and methods of the thesis, contribution and shortcomings of the thesis. Literature summary includes literatures from home and abroad.The second chapter is the theoretical part. The main content is the relevant theories applied in the article including brand marketing theory, brand equity theory and brand strategy theory. Brand marketing theory and brand strategy theory are the basis theory of the article. Brand equity theory is the focus of this analysis and demonstration.The third chapter is the Status description part. The main content analyzes the status of export brand equity of wuliangye from four aspects that is brand loyalty, brand awareness, quality awareness and brand association. This chapter is to lay the foundation for the next chapter of the empirical analysis.The fourth chapter is an empirical research part. First, the article determines the four factors of export brand equity of wuliangye. Then, based on the theories of Aaker's brand equity, the article established a model for the study of export brand equity of wuliangye by using the analytic hierarchy process. The model is based on the relationship between components and factors. After deep analysis, the priority of the components and factors can be obtained.The fifth chapter is the suggestion part. Based on the conclusion of the model in the last chapter, the article summarized the problems, then raised strategic measures for enhance the export brand equity of wuliangye.The sixth chapter is the conclusion part. Based on the previous analysis, the article summarized the building of export brand equity of wuliangye. These provide a reference for the building of export brand equity of Chinese Alcohol.Through modeling analysis, the article reached the following conclusions. The priority order to the five components of export brand equity of wuliangye is quality awareness, brand loyalty, brand association, brand awareness and other ownership. Quality awareness and brand loyalty reach a large degree of influence relatively on export brand equity of wuliangye. The priority order to the four factors of export brand equity of wuliangye is technology, culture, products and marketing. Technology affect quality awareness. Culture affect brand association and other ownership. Products affect brand loyalty. Marketing affect brand awareness.