Research on brand strategy of wine in the eastern foothills of Helan Mountain in Ningxia
At present,the global wine market is intense,and establishing a strong wine brand has become a key to win the competition.The eastern foothills of Helan Mountain in Ningxia has been rated as a star wine producing area in the world by the International Organization of Grape and Wine.It is the main goal of the local government in Ningxia to make the wine brand in eastern foothills of Helan Mountain famous in the world.The prob-lems and reasons in the process of brand creation were analyzed through field investigation and visited the wine producing region in eastern foothills of Helan Mountain to understand the current situation of the producing areas.The path method of creating the wine brand of the eastern foothills of Helan Mountain in Ningxia was proposed:cultivating the wine consumption market and raising consumer awareness,reducing wine production costs;clarifying the wine products positioning,and choosing suitable brand elements.A strong eastern foothills of Helan Mountain wine brand was created by experiential marketing,relationship marketing,product strategies,channel strategies,public relations strategies,and secondary brand leverage the-oretical approach.
eastern foothills of Helan Mountainbrand imagebrand strategyorientationbrand experience
NETL
NSTL
万方数据
维普
