Research On Brand Strategy Of Guizhou Lai Zhengheng Winery

China’s liquor industry experienced several ups and downs along with the macroeconomic trend.Under the background of the “new normal” of China’s economy,the market status of the liquor industry has gradually stabilized,but the homogeneity of products within the industry is serious,the brands are more dispersed,and the industry concentration is relatively low.In addition,with the escalation of consumption in our country,the concept of consumers’ liquor consumption has changed,and the substitutes and competitors in the liquor industry have increased.The industry competition is fierce.Therefore,for the liquor industry,building the right brand strategy enables enterprises to stand out from the crowds in the fierce competition,seize the hearts of consumers,quickly seize the market,expand the scale,and improve the competitiveness of enterprises.This is also the basis of the company.In the context of the adjustment period of the liquor industry,this article takes the Guizhou Lai Hengheng Liquor Industry Co.,Ltd.as the research object,and combs various existing analytical models(PEST model,SWOT analysis,five-force model)and method(industry competition)by sorting out existing literature materials.Analysis and Consumer Analysis)analyzed the internal and external environment and its advantages and disadvantages of Guizhou Lai Hengheng Liquor Industry Co.,Ltd.in detail,using the analysis conclusions and relevant brand strategy theories to formulate the brand strategy of Guizhou Lai Hengheng Liquor Industry Co.,Ltd.,and from the brand positioning strategy The contents of the formulation of the brand strategy are described in two aspects.Finally,according to the strategies formulated by the strategy,it proposes matching strategy implementation measures and strategic safeguard measures.Theconclusions of this study not only provide support for Guizhou Lai Hengheng Distillery’s sustained vitality in fierce industry competition,but also provide guidance for the creation of a good brand,and help Lai Zhengheng Distillery’s decision-makers accurately grasp the direction of the market.Helping them to formulate effective marketing decisions depends on improving the brand value and competitiveness of Guizhou Lai Hengheng Liquor Industry Co.,Ltd.