The Conception Of Site Wine’s Brand Internationalization Strategy

With the development of economy, consumer’s awareness of health care is more and more intense. Mild wine and more healthy alcoholic drink earn more and more consumer’s preference, such as red wine, beer. Moreover, imported wine are constantly hitting our liquor consumption market. The sales of Chinese liquor declines year by year. Under this circumstances, qualified famous liquor enterprise should enter into the international market to capture the foreign market share. Whine seldom enterprise can be succeed. This forms a sharp contrast with the imported wine’s better expression in China. Hence, the research of Chinese liquor’s brand internationalization becomes an important research point.However, most of the researches are about WULIANGYE. Research on SITE wine is still a blank point in China. Although it’s a long way for SITE Wine to establish brand internationalization. But no brands too strong to be challenged. No brand too weak to join in the competition. SITE Wine’s "Charm of the Orient" appears in the media frequently in recent years, SITE is known by more people. The name and image of "Charm of the Orient" is full of internationalization. It’s sure that SITE wine will enter into the international market in the next10years.In this dissertation, we use Brand Frame Theory as theoretical support. Brand Frame Theory is consists of brand name, brand quality, the positioning of brand and the spread of brand. For any an enterprise, entering into the international market, it needs a wonderful foreign name, good product quality, brand design which according to consumer specific preference (including image design, packaging design) and effective advertising and activities. The complete brand frame theory is to control this four aspects.This article is divided into five sections. The first section is introduction, mainly talk about the research background and meaning, the research difficulties and innovation points and literature review. The second part is mainly talk about related theory. Besides, Brand Framework Theory is put forward. The third section is mainly talk about Chinese liquor industry situation and export situation. The fourth part may divided into four small parts respectively, they are brand name internationalization, brand image internationalization, brand positioning internationalization, brand communication internationalization. Each of these contents make use of domestic and international famous wine’s successful and failed case as example to analyze. Use comparison method to study SITE Wine’s brand internationalization and give advice. In the fifth part, we use brand frame theory as the guiding ideology, putting forward the strategic thinking and some key problem for SITE wine to achieve brand internationalization. All of these study we do is aim to provide some feasible suggestions to Chinese liquor’s brand internationalization.The result proves that SITE wine should take two steps to finish its brand internationalization. First, turns SITE Wine into a domestic brand in the next two years. Second, turns SITE wine into an international brand in the next10years.