Research On Brand Construction Of SDBDJ Liquor Group

At present,the domestic liquor market is becoming more and more competitive,but there is a serious problem of homogenization of liquor products.For consumers,it is an effective way to use the brand to select high-quality goods.Therefore,many liquor companies will strengthen brand building as the key to enterprise development,through the formation of brand assets and value to form the core competitiveness,with a view to be able to stand out in the market.As a liquor enterprise,SDBDJ's brand building strategy will not fail in the short term.However,most of these strategies are effective in Shandong province and can not open up a larger market in the whole country or even in the world.In the face of increasingly fierce competition in the liquor market,SDBDJ brand has been a serious threat,the fundamental reason is that no reasonable and feasible,and the market to adapt to the needs of the brand building strategy,therefore,is a pressing matter of the moment construction strategy of the SDBDJ brand to adjust and perfect.In this paper,SDBDJ group as the research object,comprehensive use of system analysis,literature research,investigation and research methods,put forward the SDBDJ company brand construction strategy.The content of this paper can be divided into the following four parts: first,in-depth analysis of the brand and brand building related theoretical knowledge,and lay the theoretical foundation for the study of this paper.The two is on-the-spot investigation and analysis of the current situation and existing problems of SDBDJ brand construction.The three is to use SWOT tools to analyze the macro environment,industry environment and competitive position of SDBDJ brand construction,and make clear the internal advantages and disadvantages of SDBDJ brand construction,external opportunities and threats.Finally,from the communication,culture,marketing,quality,maintenance,etc.given the strategy of strengthening brand construction proposals,proposed the implementation of organizational management,human resources,product innovation,cultural resources and other measures to ensure the construction of the brand.Through this research can not only solve the current problems of SDBDJ,but also can help them to strengthen brand building,improve the efficiency of the enterprise,make the enterprise brand out of Shandong Province,to the national liquor market leading theLu wine renaissance.At the same time,it can also be used for reference to other liquor enterprises.