Brand Marketing Research For Small And Medium Liquor Enterprises

In the present the available literature, which about the domestic liquor brand marketing for small and medium sized studies, mostly is dispersed in the newspapers, magazines and networks of the liquor industry, and the system’s theoretical system is still groping in practice. But the brand marketing research for the liquor company is relatively large, and concentrates in the traditional and large liquor brands, such as MaoTai, LuZhouLaoJiao, LangJiu, WuLiangYe, etc. it’s limited value for the small and medium enterprises of wine. At the same time the research for small and medium enterprises are mostly concentrated on its development. This article in a previous study undertaken on the basis of systematic study of brand marketing theory, analyzes the China’s small and medium enterprises to implement brand marketing deeply. The writer takes a few own views, and hope for providing some reference value to our small and medium companies in liquor.This paper is divided into five parts described.Part Ⅰ:IntroductionFirstly, it describes the background, that the research for the mall and medium enterprises in liquor brand marketing has immediate practical significance. Then it describes the purpose and significance of this study, indicating the main contents of this article and innovation.Part Ⅱ:Overview of brand marketing theoryFirst it introduces the brand definition, meaning and effect. Then it introduces the definition, content and development process of the brand marketing. Finally it introduces the status the theory about the brand marketing for our small and medium enterprises in liquor.Part III:The analysis for brand marketing of small and medium enterprises in liquor First, the scope of small and medium enterprises liquor has been defined.Second, the status for small and medium enterprises about liquor brand marketing are analyzed. Then it shows the errors of our brand marketing about small and medium enterprises, and gives a detailed analysis.Finally, it indicates the necessity for the implementation of brand marketing for small and medium in liquor enterprises.Part IV:how to do the brand marketing of small and medium enterprises in liquorFirst,it proposes the principles for the small and medium of enterprises liquor brand marketing.Then it makes some general recommendations of brand marketing for the small and medium enterprises in liquor.Finally, it puts forward the implementation of brand marketing for small and medium enterprises in liquor, and describes in detail.Part V:ConclusionBased on the analysis of paper, draw the following several conclusions:(1) the development of small and medium enterprises in liquor strategy should be based on the brand marketing.(2) The production and sale of liquor-based small and medium enterprises to implement can be successful in the brand marketing.(3) Small and medium sized liquor enterprises should strengthen awareness of the concept of brand marketing, focus on brand marketing, to see its long-term benefits.(4) In the face of China’s wine market, the small and medium enterprises should identify their own development of a breakthrough.(5) The small and medium enterprises If it wants to build into a strong liquor brands, must learn to "willing" to achieve growth.This paper studies the brand marketing for small and medium enterprises of liquor, and combines the business status of the small and medium enterprises in liquor, and probes the necessity of brand marketing for the small and medium of enterprises liquor. Its significance lies in (1) show the necessity of brand marketing for small and medium enterprises liquor (2) show the errors about brand marketing for small and medium enterprises in liquor, establish the right brand of liquor marketing idea in small and medium enterprises.(3) Guide the small and medium enterprises liquor of brand marketing practice. The innovation of this paper is reflected in the following areas:First, subjects are selected the small and medium wine companies, and the small and medium enterprises witch belongs the type of production and sale in liquor. Second, focus on the brand marketing of small and medium enterprises liquor, rather than the traditional enterprises liquor.Third, It targets how to break the hider for the small and medium enterprises in liquor.