The Successful Strategy of Kweichow Moutai in the Chinese Market

DOI

10.2991/aebmr.k.220405.022How to use a DOI?

Keywords

Kweichow Moutai; Customer loyalty; Marketing mix 4C model; SWOT analysis

Abstract

The current Chinese alcohol market has been paid more and more attention because of the growing youth population and surging disposable incomes. Kweichow Moutai is one of the most powerful Baijiu brands in China, which occurs in more than 60% of China’s Baijiu market. Exploring and evaluating the factors that affect the position of Moutai is important as helps it maintain its advantages. This research aimed to identify the factors that influence the unique brand value of Moutai by using qualitative analysis. The relationship between Marketing mix theory and Brand loyalty had been evaluated as explore the unique brand value of Moutai. Meanwhile, the strengths, weaknesses, opportunities, and threats (SWOT analysis) had also been identified to analyse the internal and external environment of Moutai. This research concluded that accurate brand positioning and strong brand value are the advantages of Moutai, which lead to the dominant position in China alcohol market. Furthermore, there were still some recommendations that have been given to help Moutai maintain its position within the changing wants and needs of consumers.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Meisheng Chen
AU  - Ziyao Yu
PY  - 2022
DA  - 2022/04/29
TI  - The Successful Strategy of Kweichow Moutai in the Chinese Market
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 115
EP  - 121
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.022
DO  - 10.2991/aebmr.k.220405.022
ID  - Chen2022
ER  -