Study On The Brand Planning And Management Of North China Distilled Liquor

Chinese distilled liquor has a long history of production，particularly the northernone has been dominant in China before the late Qing dynasty and early Republic. Beaffected by the idea that “good wine is not afraid of deep alley”, the influence ofwine brand has been neglected by Chinese in history. As a result, Chinese distilledliquor industry ignores the importance of brand building, not to mention the brandpromotion.In this paper, the author uses methods including documentary analysis,comparative analysis, case analysis, investigation analysis and model analysis. Theauthor summarizes the research experience to provide the northern distilled liquorenterprises reference contents by researching and analyzing brand status of distilledliquor industry at home and abroad. Then the brand status of Chinese northerndistilled liquor is researched and analyzed. This paper analyzes brand managementpractice including brand positioning, brand design, brand marketing mix, brandintegrated communication and brand extension etc. of TD wine. Then generalexperience in the new market environment of Chinese northern distilled liquor brandmanagement is taken by the anatomy of a typical wine Ultimately, the article providesexamples from theory to practice for Chinese distilled liquor brand management andinnovation, for the appreciation and development of wine industry.This paper enriches Chinese wine culture through the research on the brandplanning and management of northern distilled liquor along with the summary of itscultural characteristics. This paper improves brand planning and management theoryby analysis of the northern distilled liquor brand. This paper explores new experiencein brand planning and management of distilled liquor by means of a case study on thenorthern distilled liquor brand. In practice, it can help enterprises brand positioning,orientating target population and market precisely and promoting the scientific brandmanagement of northern distilled liquor. Therefore, In the tough competitiveenvironment, research on the brand planning and management of northern distilledliquor has universal significance.