Research Brand Positioning Of X Fruit Wine Enterprise

Over the past ten years,the health concept of the Chinese people is more and more scientific and the understanding of the wine culture is changing,which have accelerated the development of the fruit wine market.Numerous such as stars in the sky.wine enterprises have begun to actively seek the highway to success.In the consumer market has been maturer now,the high degree of product positioning is very important.Enterprises need brand positioning to enable consumers to naturally associate products and specific brands.If we want to make a brand deeply rooted in the consumer’s mind and achieve the effect of natural association,we need to create an example brand image in an all-round way,which is the foundation of brand building and the premise of brand management.It is related to the success or failure of the brand competition market.In this article,the author has studied the market positioning of X fruit wine brand.The research mainly focuses on the vague brand positioning of the domestic fruit wine enterprises and the inability to subdivide the target consumer.The author collects and analyzes twice literature that have been completed and published at home and abroad,introduces the development status of China’s fruit wine market,and the specific situation of X fruit wine enterprises,and puts forward the factors that influence the development of fruit wine market.Taking the X fruit wine enterprise as a case,the theory is connected with the practice,and the application and effect of brand positioning theory in the X fruit wine enterprises are analyzed.Based on the full study of fruit wine market and X fruit wine enterprises’ own resource conditions,based on the positioning of products,consumers,competitors,products and marketing resources,this paper analyzes the strengths and weaknesses of X fruit wine enterprises,and the opportunities and threats they face.Through four aspects of brand value,target customer,market positioning point and diamond positioning model,this paper analyzes the possible brand positioning of X fruit wine enterprises.Finally,in order to improve the specific brand positioning of X fruit wine enterprises,the author gives specific suggestions for the implementation of brand positioning strategy of X fruit wine from the aspects of CIS,price,channel and promotion.Through the research on the brand positioning of X fruit wine enterprises,this paper makes up for the vacancy of the domestic brand positioning process of fruit wine enterprises and the theoretical research on the positioning of fruit wine brand.The author hopes to help wine companies find a brand positioning correctly,so that they can attract consumers’ attention due to their characteristics when compared with competing products in the market,and it will cause people’s desire to purchase because of their satisfaction with the market segments or consumers’ specific requirements.To expand the market for fruit wine and to enhance the competitiveness of enterprises.