Rearch On The Brand Marketing Of Shanxi Xinghua Cun Fen Chiew Group

The 21st century is an era of brand competition. The brand quantity, brand quality and brand value a nation possesses reflect its economic power. The brand quality and brand value an enterprise possesses reflect its ability of sustainable development.Shanxi Xinghua Cun Fen Chiew Group is the biggest fragrant wine producing enterprise in China. But when many wine producing enterprises create the brand connotation and conduct powerful brand marketing, Fen Chiew Group's step appears slow. Therefore, Fen Chiew Group falls behind in competition.The brand marketing is a system project, which is composed by eight essential factors, including quality and innovation of product, CIS, brand image(BI), brand strategy, brand extending, brand integrated disseminating, brand property and brand protection, on the base of which I establish brand marketing model. Through a contrast analysis on the brand marketing process with other well-known wine-manufacture enterprises, I discover some problems in Fen Chiew Group's brand marketing process, including Fen Chiew Group's weak technology innovation, its weak brand perceived quality, brand loyalty and brand association, CIS is not well used in and out of company, the process of brand marketing is not integrated systematically, the brand orientation localization is different from brand individuality, the power of brand publicity is weak, the protection measure is ineffective and so on.According to the brand marketing model and the result of contrast analysis, Fen Chiew Group could strengthen its brand marketing effect from following aspects: enhancing the brand marketing to the strategic altitude, integrating and utilizing brand marketing essential factors systematically; carrying total control and innovation on the product quality, the technology, the process, the material, the packing and so on; implementing MI in BIS and BIS to improve enterprise image and brand image; adopting the upward brand extending strategy; the vice- brand should not named or oriented on the base of packing instead of the cultural connotation which manifesting the host brand's different aspect; strengthening the brand protection and the crisis management ability; utilizing appropriate interior marketing, relationship marketing and macro-market marketing theory, integrating all strengths in and out of enterprise to guide the brand marketing, elevate enterprise's brand property value and set up a powerful brand.