| Chu Yeh Ching Chiew is a famous Chinese Baijiu brand with a history of 1500 years.Its brewing technology is China’s intangible cultural heritage,and it have a cultural heritage and historical precipitation that other brands cannot achieve.However,the brand road of Chu Yeh Ching Chiew has been bumpy and difficult.In the era of planned economy,Chu Yeh Ching Chiew has unlimited scenery and is popular throughout the country.However,since the 1990 s,Chu Yeh Ching Chiew has gradually lost its market position,and the sales scale has been sluggish for a long time,hovering between 200 million yuan and 200 million yuan.From brand culture to character connotation,from category characteristics to quality value,Chu Yeh Ching Chiew has lost the necessary market cognition foundation.In 2020,in the context of the national grand health industry strategy,in line with the development plan of the Shanxi Provincial Government and the future transformation direction of Fenjiu Group,Shanxi Fenjiu began to fully promote the revitalization and development of the Chu Yeh Ching Chiew brand.However,for Chu Yeh Ching Chiew,if it wants to return to its peak after hovering for 30 years,the role of its brand marketing remains the most crucial issue.Based on the latest information such as policy changes,enterprise trends and brand innovation in the past three years,and combined with 400 questionnaires of Chu Yeh Ching Chiew consumers,analyzes the current marketing situation of the brand.At the same time,various models were used to analyze the macro environment and internal and external environment of the marketing of the Chu Yeh Ching Chiew brand,and an overall evaluation of the brand’s marketing environment was obtained.Finally,suggestions for optimizing the marketing strategy and analyzing the guarantee measures of the Chu Yeh Ching Chiew brand are proposed,providing reasonable and effective opinions and suggestions for the brand development of Chu Yeh Ching Chiew,in order to enhance its brand awareness and thereby enhance its market competitiveness.Through research,it has been concluded that the development of the Chu Yeh Ching Chiew brand is in a good upward stage,with overall opportunities outweighing challenges,and promising future development prospects.But at present,there are still many problems and difficulties in the marketing management of Chu Yeh Ching Chiew brand,such as unclear brand positioning;Inadequate product mix strategy and market segmentation;Unclear brand image;There are deficiencies in brand communication strategies.This paper studies the brand marketing strategy of Chu Yeh Ching Chiew,and puts forward more reasonable and effective opinions and suggestions for the brand development of Chu Yeh Ching Chiew.At the same time,it will further verify the adaptability of brand marketing theory in Chinese Baijiu enterprises,enrich literature research in related fields,and be conducive to brand marketing extending to the entire liquor industry,It provides theoretical guidance for other liquor brands to apply relevant marketing theories to solve practical marketing problems. |
