A Study On The Brand Marketing Strategies Of Hunan Yanfeng Liquor Co.,Ltd

Hunan Yanfeng Liquor Co.,Ltd.,founded in 1958,is a well-known brand in Hengyang City and the backbone enterprise of liquor production in Hunan Province.In the era of planned economy,Yanfeng Liquor Industry has made outstanding achievements by virtue of its exquisite brewing technology and good local reputation,ranking among the five golden flowers of Hunan Liquor.After the reform and opening up,due to the narrow regional concept and lack of innovative consciousness,unable to resist the offensive of other brands,enterprises are gradually falling into the downwind in the market,facing operational difficulties.Therefore,it is necessary to deeply analyze the marketing status of Yanfeng Liquor Industry,find out the crux of enterprise development,and put forward targeted solutions,which is also the original intention of this paper.Firstly,this paper reviews the actual situation of Yanfeng's development process by citing specific data,and clarifies the significance of the research: firstly,a large amount of theoretical knowledge is used to analyze Yanfeng's brand shaping,which strengthens the guiding position of the theory;secondly,marketing strategies are put forward to enhance the brand marketing power of enterprises;thirdly,practical measures are formulated to enhance brand influence.The strategy can be used for reference by other liquor enterprises.In addition,the review of marketing research at home and abroad,combing the theoretical context of the full text,making the full text of analysis and strategy formulation more authoritative and convincing.Subsequently,the relevant theories involved in this study are explained,which are divided into three aspects.First,marketing theory,including customer value theory,marketing mix theory and STP marketing strategy theory.Customer value theory holds that marketing should be centered on satisfying customer's value needs;marketing mix theory takes different element combinations as the means of observing marketing effect;STP theory expounds market segmentation,target and positioning.The second is the overview of brand marketing knowledge,including the meaning and value of brand and the meaning,level and key points of brand marketing,concisely and concisely put forward that "brand is the image of products in the hearts of consumers".Thirdly,the commonly used market environment analysis methods are introduced,including PEST analysis,Five-power analysis of industry competitiveness and SWOT analysis.Next,the marketing status of Yanfeng Liquor Industry is described.This paper reviews the glorious course of enterprise development and growth,and also faces the current management dilemma.Through the analysis of product structure,brand promotion and channel construction,the main problems existing in enterprise marketing are found,including vague concept,lack of development planning;only focusing on imitation strategy,lack of brand awareness;outdated marketing means,backward promotion methods;unbalanced product structure,insufficient sales stamina;insufficient marketing talent reserve,etc.Next,PEST analysis method was used to analyze the overall marketing environment of liquor industry in China from the political,economic,social and technological perspectives.Through the analysis,Yanfeng was positioned as a maker in the market,the main competitors with the same status were found,and their operating conditions were analyzed simply.SWOT analysis method was used to clarify the competition between Yanfeng and its competitors.Advantages,disadvantages,opportunities and threats in competition.On the basis of the previous analysis,a new marketing strategy was designed for Yanfeng Liquor Industry,including optimizing the product structure,expanding the types of middle-end drinks,improving the grade of high-end products,paying special attention to the development of customized liquor and industrial tourism,building brand culture,building enterprise culture with the spirit of fire god civilization and war resistance,integrating Fushou gene and academy flavor into product marketing;Communication efforts,the establishment of visual identification system,standardized media delivery,actively explore event marketing;explore the construction of liquor manor,develop liquor culture theme tourism;improve marketing guarantee,ensure the supply of human resources,improve consumer services.Finally,the paper summarizes the problems of Yanfeng liquor industry in product development,cultural marketing,brand identification and industrial tourism,and puts forward some marketing improvement measures,such as optimizing product structure,excavating cultural connotation,strengthening communication,building liquor manor,and attaching importance to logistics support,and looks forward to the bright future of enterprise development.