Research On Brand Strategy Of Shandong Jingyanggang Distillery

With the development of macro-economy,China’s Chinese spirits industry has experienced several ups and downs.Under the background of China’s rapid economic development,the whole Chinese spirits industry is also in rapid development,but the whole Chinese spirits industry is polarized,high-end liquor occupies the dominant position in the market,while low-end liquor can only be reduced to a foil.In addition,with the enhancement of domestic consumers’ consumption awareness,consumers’ inherent consumption concept of Chinese spirits has also changed.With the increase in the number of competitive commodities,the competition in the Chinese spirits industry has become increasingly fierce.Therefore,for the domestic Chinese spirits industry,building a suitable brand strategy can help Chinese spirits enterprises gain a firm foothold in the fierce market competition,gain consumer recognition,quickly seize the market,expand the scale,and enhance the competitiveness of enterprises.Taking Shandong Jingyanggang Distillery as the research object,this paper analyzes the internal and external environment of Shandong Jingyanggang Distillery by using PEST,Porter’s Five Forces Model,SWOT and other analytical methods under the background of the adjustment period of the Chinese spirits industry,and summarizes the external opportunities and challenges faced by the brand construction of Shandong Jingyang As well as its internal strengths and weaknesses.On the basis of the above,the adjustment plan of the winery’s brand strategy and related safeguard measures are put forward.The conclusion of this study not only provides a strong backing for Shandong Jingyanggang Distillery in the fierce competition in the industry,and provides a theoretical basis for the direction of its brand strategy,but also helps the decision-makers of Jingyanggang Distillery to accurately grasp the direction of the market,and helps them to formulate effective marketing strategies to improve the brand value of Shandong Jingyanggang distillery..