Study On The Brand Strategy Improvement Of Hunan Deshan Wine Co.,Ltd.

With the development of domestic reforming and opening,the enterprise marketing mechanism established.As a traditional industry,Chinese alcohol industry has entered into the condition of over-offering after a long duration of rapid development,In the homogenization of products,the consumer consumption concepts has changed,and the liquor consumers has trended to a rational choice.What's more,as the foreign wine entered into our market,with the occurrence of replacements,liquor sales have been gradually declining.The market share of liquor has become smaller and smaller,apparently,liquor stands in a serious situation,the competition among the liquor enterprises was intensified.So,constructing an enterprise who sees the "Brand strategy" as the core of marketing for setting it up toward the leading position,and finally creating the customer and market value for gaining the enterprise's profit,is the best enterprise core strategy for modernized White liquor enterprise having a foothold on market in the 21st century.The thesis first introduces the research background,significance of the topic and research methods.Through a summary of existing research results,it discusses the enterprise brand strategy theory.Secondly,the thesis studies on Chinese liquor industry and analyzes the macroeconomic environment by using PEST model.It discusses the liquor industry's competitive landscape and presents the major competitors of the Deshan liquor,then it analysis the company's strengths and weaknesses by using SWOT analysis method.It illustrates the inadequacies of the company's brand strategy.Last but not least,It formulates excellent brand strategies and supporting measures for Hunan Deshan Liquor Industry Co.Ltd.Through the research,this author thinks Deshan liquor existing brand planning and the brand image are not clear,lacking of high-end products and imperfect marketing channels.Based on this,from three aspects of brand extension,brand culture and brand innovation It made the perfect brand strategies.From the publicity and implementation scheme of division of labor,project implementation schedule,organize content execution plan and regulatory plan put forward four Deshan wines brand strategy improvement implementation steps,at the same time,from the three aspects of design,marketing organization salary management system and marketing team innovation and management of the brand strategies to improve security measures implemented.