| Brand is very important for the development of an enterprise. It is a valuableintangible assets of enterprises. China’s wine history can be traced back to the HanDynasty, but developed slowly in modern times. Until1892, Indonesian overseasChinese Mr. Zhang Bishi established Zhangyu grape wine company in Yantai, whichis the first modern novel wine factory appeared in China. Wine industry experienceda long and tortuous history in our country, and the unique running track of thedevelopment of China’s wine industry is very valuable. The domestic wine market isnot mature yet, it’s not the necessities of life, but a particular product about thehistory, culture and taste. This leaves room for the brand operation. At present, thedomestic research on the wine industry is still relatively lack of theory. And thedevelopment of domestic wine brands have always been drawing on the experience offoreign situation, only a few domestic enterprises formed a high-profile brand.Tonghua Wine Limited by Share Ltd (hereinafter referred to as " TONHWAWINERY LIMITED ") was founded in1937, which has a history of70years. As oneof the earliest Chinese wine producers, TONHWA WINERY LIMITED, whoseproduction of wine in September30,1949was shown in the first national politicalconsultative conference banquet and it was designated as the banquet with wine. Thesound and shadow of Tonghua wine was uesed to celebrate every major historicalevent in the republic. TONHWA WINERY LIMITED was once the leader of Chinesewine industry and enjoyed high brand awareness in Tonghua wine industry. However, after entering in2000, the brand management is not standardized, impact of fakegoods increases rapidly, and the competition in the industry has adversely affectedgreatly to the development of enterprises, so that Tonghua wine is not the thefirst-line domestic wine brand now. After the mergers and acquisitions of NewHualian and Yunnan Red, the brand got some improvement, but too little effect.TONHWA WINERY LIMITED is still in the second-line brand position.Through the analysis on the development and brand change of TONHWAWINERY LIMITED, the comparison between domestic and foreign wine brands’performance of the company and brand marketing of the results of the study, we canfind that there exists so many probles in brand image, brand positioning, brandcommunication, brand carrier etc.. On one hand, there have some reasons from theexternal market: industry standard adjustment, foreign wine’s entering into and "fakeevents" effect; On the other hand, it also has some reasons from the competitors:first-line brand firmly occupied the market, second tier brands increase market share,other industries have entered; However, another important reason is the internalreason: production line, aging production capacity, the shortage of funds, equitychange frequently and the short term of management decision.Therefore this paper aims at the combination of China’s wine industry to theoverall running situation and the enterprise’s own development needs, puts forwardimprovement strategies and measures, including the direction and goal of re brandmarketing positioning, determines the brand core value of " an oriental red wine"; theseries of products are integrated and standardized, abandons the unwanted products;improves the trademark design and packaging design of the enterprise; focuses on thequality and image advertising based on brand marketing.Since TONHWA WINERY LIMITED is a representative in Chinese wineindustry, through analysis and research on it, we can summarize some commonproblems in the development of domestic wine enterprises, which is to improve thewhole Chinese wine brand marketing level and has a certain guiding significance ofthe theoretical study and practical advice. |
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