A Research On The Success Or Failure Of Wu Liang Ye Company Multi-brands Stratagem

With the further improvement and development of China’s market economy, competition among enterprises has gradually evolved from the competition of products and services for the brand strength of competition. The brand has gradually become the core resources for enterprises in market competition, to profit and achieve development goals. In the era of commodity economy, the product range is increasingly diverse, consumer demand has become even more diverse, a single master brand has been unable to meet the multifaceted market coverage and up and down the associated enterprise integration.. Competitive domestic enterprises have implemented a multi-brand strategy to seize the market, and this is particularly evident in the growing liquor industry in product homogeneity. Multi-brand business has become the weapon of the liquor companies dominating the market, upgrading products, however, backwardness of the marketing concept, improper brand management, resulting in multi-brand strategy in the liquor industry not very mature.Wu Liang Ye Group Co., Ltd.,"Chinese food and beverage industry in the first place for18consecutive years ranked as the first giant of the wine industry, its brand management and marketing concepts caused many wines of the industry to follow suit, but there is still room to discuss at brand management. This article make analysis from the course of development of the brand strategy, the advantages achieved as well as the problems of Wu Liang Ye Group Co., Ltd.. and proposes solutions strategy based on the current situation. Some scholars have conducted research on multi-brand strategy and Wu Liang Ye multi-brand strategy, but the results of these studies are commenting Wu Liang Ye multi-brand, or opinions for the operation of the multi-brand strategy, the combination of the two studies dispersed and single. Existing domestic research on multi-brand strategy based on the industry from the Wu Liang Ye particularity, the analysis of the pros and cons of a multi-brand strategy Wu Liang Ye liquor business perspective, summed up the multi-brand wine industry applicable conditions, to establish the ways and mechanisms.The article mainly draws on the theory of marketing theory and consumer economics, literature method, comparative analysis of law, history, law and research methods, based on domestic multi-brand strategy research, its essence, summed Wu Liang Ye should learn in the process of implementing a multi-brand strategy, problems and improvement measures, and to provide a reference for the development of multi-brand strategy for other enterprises in the wine industry.