The Research On Brand Portfolio Optimization On WuLiangYe Company Limited

The recovery of Chinese liquor industry has accelerated and market confidence has been strengthened.Chinese liquor enterprises are gradually enhancing the appeal,transmission and influence of wine culture.The demand structure of liquor turned to mass consumption and the purchasing power of residents increased.In the era of consumer sovereignty,liquor brand competition is becoming increasingly fierce.Liquor enterprises should adjust themselves as soon as possible to meet consumers' emotional and spiritual and cultural needs for liquor brands.Brand combination is an important part of brand management.In this paper,Yibin Wuliangye Co.,Ltd.as a starting point,through the study of the historical evolution of the company's brand portfolio,the current strategy and combination.And the brand portfolio and enterprise performance correlation and regression analysis,by identifying the problems existing in the enterprise brand portfolio,put forward optimization strategies.This paper adopts the methods of literature research,induction and deduction,field investigation,empirical analysis and qualitative research,and uses the theory of brand management to get the practical and theoretical significance of the brand portfolio management of Wuliangye Company from the background of topic selection and the domestic and foreign evaluation of brand portfolio and enterprise performance.From the historical and realistic perspectives,this paper analyzes the characteristics and problems of Wuliangye's brand portfolio,analyzes the contribution of high-grade brands and middle and low-grade brands to enterprise performance through the company's operating data over the years,and finally analyzes the synergy effect of Wuliangye's brand portfolio.The study finds that Wuliangye Company has always attached importance to brand building,brand community diversity,complete types;brand portfolio clustering strategy shows potential;high-grade brand to Wuliangye company performance contribution is significantly higher than low-grade brand;and brand coordination is in a state of imbalance or imbalance,but the positive role of synergy effect.The company's brand portfolio has some problems,such as mismatched investment and revenue,and insufficient cultural core mining.Based on this,this study proposes to optimize brand combinations from quantity and quality.In terms of quantity,we should continue to streamline the brand;in terms of quality,we should pay attention to the inheritance and dissemination of Wuliangye brand culture;transform to terminal precision marketing;and do a good job in brand system construction.Wuliangye Company should promote brand synergy development from the aspects of differentiated brand identification,top-level design,organizational synergy,knowledge sharing,communication synergy and so on.