Using 4V Theory to Research on Brand Marketing Strategy of Ningxia Xixia Wang Wine Industry Company Limited

DOI

10.2991/sschd-19.2019.95How to use a DOI?

Keywords

Xixia wang wine, Brand marketing, 4V marketing theory.

Abstract

Ningxia Xixia Wang wine producing areas as well-known wine brands, regardless of size or quality are infinitely close to the domestic first-line wine brand, its market share is the only gaps, but the underlying causes of the gap is the brand. Based on the 4V marketing theory, this paper analyzes the current status of Xixia wang wine brand marketing, and points out that Xixia wang wine brand marketing mainly has backward brand service differentiation, insufficient development of brand marketing extension function, low brand awareness outside the brand and weak brand resonance. Aspects of the problem. In the face of problems, this paper proposes an improved method of brand marketing strategy from four aspects: differentiation, functional flexibility, added value and resonance. It hopes to give full play to its advantages, enhance brand awareness and increase core competitiveness. And to promote the development of the Helan Shandong production area to provide reference.

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  - Yuming Ma
AU  - Yang Zhao
PY  - 2019/12
DA  - 2019/12
TI  - Using 4V Theory to Research on Brand Marketing Strategy of Ningxia Xixia Wang Wine Industry Company Limited
BT  - Proceedings of the 5th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2019)
PB  - Atlantis Press
SP  - 447
EP  - 451
SN  - 2352-5398
UR  - https://doi.org/10.2991/sschd-19.2019.95
DO  - 10.2991/sschd-19.2019.95
ID  - Ma2019/12
ER  -