A Case Study Based On The Brand Communication Strategy Of Jingzhi Liquor Industry

At present,enterprises in Chinese liquor market are numerous,but the national famous liquor enterprises is fewer,the majority are still limited in the birthplace of enterprises,failed to break through the geographical limitations.Jingzhi Liquor Industry is the leading enterprise in Shandong province,and the brands of "Yipinjingzhi" and "Jingyangchun" have a history in the market.Analytical SWOT method shows that Jingzhi Liquor Industry is faced with difficulties in brand maintenance and promotion,insufficient of brand image,fierce competition and other development difficulties in the market.Yanghe Liquor Industry as JingZhi is the most main competitor,its success of the brand communication strategy is worth learning and referencing to JingZhi Liquor Industry.Through summary the deficiency of JingZhi Liquor Industry and the success of Yanghe Liquor Industry,according to the analytical STP method,JingZhi should seek the right market positioning and brand communication to shape the unique brand image,the reasonable use of transmission resources,strengthen brand control,etc.And Jingzhi should consolidate its leading role in Shandong-liquor-making firstly,and prepare to open the national market in the future.As for the case study of Jingzhi Liquor Industry,I hope it can be used as a case to fill in the study of regional brand theory and provide experience for the development of other regional enterprises.