Research On Sichuan Liquor Brand Competitiveness Based On Customer Value

In recent years,with the increasingly fierce market competition environment,strengthening corporate brand building and improving corporate brand competitiveness have become the ways and means for companies to gain market advantage.Liquor,as a geographically advantageous industry in Sichuan Province,has many national famous brands and enjoys a high market position in the liquor market at home and abroad.Its development is related to the healthy development of Sichuan economy and society.After China experienced the rapid development of white wine "Golden Decade",the liquor industry is facing changes in consumer preferences,market demand transformation,intensified market competition,excessive liquor production capacity,imbalanced industrial structure,severe homogeneity competition,lack of brand building,etc.problem.Under the new market environment,basing on the exterior of the company and examining the new development trend of the liquor industry from the perspective of the market environment,satisfying consumers' value demands has become the key to the development of the liquor industry.The changes in the market structure of the liquor industry will inevitably lead to customer value becoming the guiding ideology and basic starting point for corporate product design,production operations,marketing and other management activities.Theoretically,customer value is the foundation for the formation of corporate brand competitiveness.How to satisfy customer needs and win customer loyalty has become the key to the company's production and business activities.Specifically,the customer value is included in the process of product production and service provision in Sichuan liquor companies.Rethinking customer value from the perspective of brand building is an important idea and approach for Sichuan Liquor to win sustainable competitive advantage and enhance brand competitiveness.This paper aims to make an analysis of the current situation of Sichuan liquor brands in terms of customer value and brand competitiveness on the basis of studying present relevant theoretical research results at home and abroad and then put forward advices on how to manage and strengthen the construction of Sichuan liquor brands in levels of local government and centerprises First,it establishes the relationship model between customer value and brand competitiveness for Sichuan liquor by taking normative approaches to analyze the relationship between customer value and brand competitiveness,and the working mechanism of brands.a;Secondly,it collects expert opinions to build up the value evaluation index system for Sichuan liquor brands in terms of customer value and brand competitiveness,which specifically classify customer value into four dimensions of functional value,aesthetic value,image value,experience value,and evaluation index system of brand competitiveness into 12 sub-items.;Finally,after determining the weights of each index,and analyzing the related evaluation data from three Sichuan liquor enterprises,it makes e fuzzy comprehensive evaluation.