|
With the arrival of brand competition era, the entire market is a buyer's market oversupply condition. Products or services increasingly high degree of homogeneity, getting smaller and smaller differences, especially the difference between the core functionality is almost zero. Brand logo during a transition period for the brand positioning, companies need to distinguish unique brand positioning competitors in order to attract the target consumer. Therefore, the brand positioning is the inevitable result of competition is the primary task of brand management and premise, it has become enterprises in brand competition in winning a great magic weapon. However, our brand positioning in the liquor business there are many errors and shortcomings. Such as the lack of integrated marketing communications to highlight through brand positioning, lack of core brand value, brand naming lack of creativity, the core values ??of the brand positioning too wide, too empty, too messy, these errors and defects on the one hand lead to consumer satisfaction partial liquor brands low, liquor consumption level is not high; hand also led to liquor companies less competitive. As a resident of the important wine consumer goods, material and spiritual life is essential combination of body, which is closely related with household consumption. Therefore, the study liquor brand positioning, help to improve consumers 'satisfaction with the brand of liquor, wine consumer groups to expand, thereby increasing the level of residents' consumption of liquor. In addition, the brand positioning is an important part of brand building liquor, liquor business is to improve the competitiveness of key initiatives. Research liquor brand positioning, but also help enterprises to improve their competitiveness liquor, liquor companies to promote sustainable development. I mastered the current literature, theory and practice of brand positioning research literature is extremely broad. But research liquor brand positioning theoretical and practical issues of literature is more dispersed, more systematic study of the theory and practice of liquor brand positioning literature is inadequate. And in the analysis perspective, the perspective of literature stand firm majority, the consumer literature residence less cognitive perspective. In this paper, to undertake the basis of previous research perspective, from the perspective of consumer awareness, more systematic study of liquor brand positioning theoretical and practical issues, hoping for our liquor business in the formulation, implementation of brand positioning, providing Some have reference value reference. In this paper, drawing on the basis of the theory of brand positioning, brand positioning, intended to explain the meaning of the first, and then analyze the factors that affect the liquor brand positioning, and later pointed out that the liquor brand positioning principles to be followed. On this basis, the analysis of the major liquor brand positioning strategy adopted. Then introduced several other liquor brand positioning and positioning, and the relationship between marketing mix strategy. Through the front screen and analyze, as a case study to analyze the Wuliangye Group, focusing on analysis of the Wuliangye Liquor Group's brand positioning several major problems. Finally, based on the preceding analysis, pointing out that the conclusions of this study, the lack of analysis and future research should focus on the direction and content. This paper is divided into four parts. The first part of the introduction. This paper focuses on the liquor brand positioning purpose and meaning; Secondly, the domestic and foreign brands of liquor brand positioning positioning theory and literature were reviewed and a brief commentary; finally introduces the main research content, analytical frameworks and research methods. The second part of the liquor brand positioning theory analysis. First introduced the brand positioning connotation, liquor brand positioning brand positioning principles and the factors that affect the liquor. On this basis, focusing on analysis of the major liquor brand positioning strategy: functional positioning, grade orientation, class position, comparative mapping, analogies positioning, emotional positioning, concept positioning, user location, consumer lifestyles (personality) positioning and 10 cultural positioning positioning strategy. Finally, the analysis of the liquor brand positioning and product positioning, corporate positioning, market positioning, and the relationship between marketing mix strategy. The third part, Wuliangye Group's major liquor brand positioning case studies. Wuliangye Group first introduced the basic situation of enterprises and brand development path. On this basis, the paper from which the Wuliangye market competition and changes in consumer demand factors and other aspects, focusing on Wuliangye, Wuliangye God Wuliangchun, Liang alcohol, JLF, Liuyang River and tip Zhuang and other liquor brand positioning for a detailed analysis. Pointed Wuliangye, Wuliangye village gods and tip grade positioning strategy is taken; Wuliangchun taken is relatively positioning strategy; Wuliangchun adopted a concept of positioning strategy; JLF, Liuyang River brand positioning strategy adopted is a class. The fourth part of the research findings, inadequate research and prospects. Based on analysis of the paper, noting that thesis conclusions: (1) liquor brand positioning should be based on consumer cognitive resources (that is, mental resources) basis, establish brand differentiation; (2) liquor brand positioning is a systems engineering , both companies need to consider the resource base, but also need to consumers through marketing mix strategy to deliver the brand positioning concepts: (3) With the continued development of the national economy and living evolving consumer attitudes, liquor brand positioning should vary with the environment changes vary; (4) brand positioning around the idea of ??doing promotion strategy activities, should fully consider the appropriate time and place, so as to better target customers to accept the concept of brand positioning, and thus more effective in promoting the objectives customer buying behavior; (5) the choice of brand positioning dissemination should be based on different positioning, selecting appropriate and full of fashionable, younger, personalized communication channels. Secondly, the paper pointed out the lack of research. Finally, noting that future research should focus on the direction and content. Thesis draws on marketing theory and consumer economics theory, literature, comparative analysis, historical research method and other methods. Based on existing domestic liquor brand positioning research, its essence, contact our current liquor brand positioning practical problems, the focus of China's major famous liquor brand positioning strategy. Among them, the article's introduction section mainly uses the literature method; liquor brand positioning theoretical analysis, mainly literature, comparative analysis and research methods; Wuliangye Group's major liquor brand positioning case studies section, the main use of literature, history France as well as the method of combining research. In this paper, the possibility of innovation is mainly reflected in the following two aspects: first, the study of Innovation. Currently, liquor brand positioning is the current academic, social focus topic of common concern, many scholars have conducted research in this area. In these scholars, there is a large part, of the liquor business systems specialists, who are standing on a large extent a business perspective, market competition, the technical aspects to be studied; another part of the scholars Although sociology, management, economics perspective to explore the liquor brand positioning problems, but mainly confined to the consumer culture, consumption, consumption structure point of view, the lack of awareness from the consumer point of view to be analyzed. This paper from the perspective of consumer awareness and learn the theory of consumer economics analytical framework to explore the liquor brand positioning; Second, research innovation. Reference to previous studies, we can see that the vast majority of scholars in the analysis of the influence of liquor brand positioning factors are the lack of analysis of the factors liquor product attributes. Paper intends to liquor product attributes included in the analysis, the analysis of the factors affecting liquor brand positioning is more comprehensive and systematic. In addition, the relevant liquor brand positioning studies, the vast majority are concentrated in a liquor brand or a certain twenty-three liquor brand positioning analysis, the lack of the entire liquor industry's main brand positioning analysis. China's major thesis intends famous liquor brands included in the analysis, so that readers of our main famous liquor brand positioning have a general knowledge and understanding.
|