Brand Marketing Research Of Small And Medium-sized Baijiu Enterprises In Qionglai City

Chinese baijiu industry has a long history.Since the reform and opening up,the number of baijiu enterprises has been increasing with the continuous expansion of baijiu market,and the market competition has become increasingly fierce.As one of the important production bases of baijiu,Qionglai relies on the rapid development of baijiu business and carries out brand transformation after the decline of baijiu business.Because many baijiu enterprises have little brand awareness,the progress on the transformation path is slow.Then,how to help them carry out brand transformation and find their own brand marketing strategies has become the focus of this study.With the help of Qionglai Baijiu Industry Development Promotion Association,82 small and medium-sized baijiu-making enterprises in Qionglai were contacted and investigated on the spot,and their leaders were also interviewed in depth.Through induction and analysis,this paper finds out the common problems.In the aspect of problem analysis,this paper consulted a large number of domestic and foreign relevant literature,drew lessons from the brand marketing strategies of advanced baijiu-making enterprises.PEST analysis,STP theory and 4PS theory were also applied to the analysis of the problem.Through literature,interview and comparative analysis,their products were in the way of combining theory with practice.The problems existing in the process of brand marketing are analyzed comprehensively and meticulously,and the principles and requirements are put forward.In the aspect of brand marketing countermeasures,this paper refers to the thoughts and suggestions of many leaders of baijiu enterprises in Qionglai,and combines the author's own experience in baijiu industry,according to the actual situation of them,puts forward specific brand marketing strategies suitable for them,and typical cases related to this are analyzed.