The Brand Marketing Strategy of Small- and Medium-Sized Liquor Enterprises— Taking Xuan Distillery as an Example

DOI

10.2991/aebmr.k.191217.019How to use a DOI?

Keywords

Brand marketing, Xuan Distillery, Small and medium-sized liquor enterprises

Abstract

After years of deep adjustment, Chinese liquor industry is entering a new development cycle. The first-line liquor brands have shown a good development trend, but the differentiation of the second- and third-line liquor brands has become more and more apparent. Most small and medium-sized liquor enterprises are gradually eliminated in the fierce market competition due to their own limitations such as insufficient funds, lack of talent, limited technology and improper management. In order to stand out in the increasingly fierce industrial competition, it must focus on brand construction and implement brand marketing. Taking Anhui Xuan Distillery as an example, this paper analyzes the success and deficiencies of its brand building based on brand marketing theory, and puts forward some suggestions. It hopes to provide a reference for the survival and development of Anhui Xuan Distillery and other small and medium-sized liquor enterprises, thus promoting the sustainable development of China’s liquor industry.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Mengmeng Wu
AU  - Gongrang Zhang
AU  - Ruoyu Pan
PY  - 2019
DA  - 2019/12/20
TI  - The Brand Marketing Strategy of Small- and Medium-Sized Liquor Enterprises— Taking Xuan Distillery as an Example
BT  - Proceedings of the 2019 International Conference on Economic Management and Cultural Industry (ICEMCI 2019)
PB  - Atlantis Press
SP  - 105
EP  - 109
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.191217.019
DO  - 10.2991/aebmr.k.191217.019
ID  - Wu2019
ER  -