Research On Brand Construction Of TX Liquor Industry In Alxa

Baijiu,as a traditional drink,has played an important role in consumer scenes such as friends and family gatherings,business banquets and so on.Its social attributes determine that even if the market competition is so intense and the replacement products are constantly emerging,it still sits firmly on the top of the liquor industry.In recent years,the Baijiu industry in China has shown that the industry profits are concentrated in high-end brands,the mid end brands are hard to expand outward,and the low-end brands are developing to the fast food products,which makes many small and micro wine enterprises’ living space constantly squeezed.These small and micro businesses often mistake advertising marketing as brand building,rigid corporate system,missing the best stage of Baijiu brand,failing to cultivate brand real estate liquor,and adding objective events such as national consumption tax reform and tightening of industrial policies.Many small businesses have died on the way forward.Located in the west of Inner Mongolia Autonomous Region,Alxa TX Liquor Co.,Ltd.is one of these small and micro enterprises.After more than 40 years of development,the company’s main sales market only includes Alashan and a few other cities.Since 2020,the company has set market expansion goals,but with little effect.Taking TX liquor industry as an example,this paper starts from the external environment,internal environment and current situation of brand construction,finds out the defects of enterprise brand construction,obtains market information through market research,formulates brand construction scheme for TX liquor industry,and helps solve the problems of vague brand positioning,mediocre brand design,single brand communication mode and unreasonable channel management in brand construction.In order to provide scientific reference for TX wine industry in the future brand building,help them break through geographical restrictions,and constantly enhance the competitiveness of brands,brand will be promoted to all the Inner Mongolia Autonomous Region,and become the leader of Inner Mongolia real estate baijiu.