This paper aims to study the baijiu industry in China and abroad, as well as the marketing strategies of two leading Chinese baijiu brands (Wuliangye and Moutai) to promote liquor culture in and outside of China. Their brand strategy and marketing mix will be discussed, and it will be analyzed if and how innovative digital marketing strategies such as O2O (online-to-offline) can help baijiu brands improve brand equity and brand loyalty. In order to identify the market potential and support the sustainable brand development of baijiu spirits, this chapter will investigate the younger generation's attitude towards baijiu marketing through a small-scale survey. Managerial implications for baijiu producers of all sizes will be provided.
This chapter aims to study whether and how sensory marketing helps promote wine culture in China. Firstly, we will look into the nature of the alcohol industry in China, give an updated portrait of the main players and typical consumers, and investigate the possibilities of local liquor and international wine brands to apply sensory marketing in order to increase the consumption of alcoholic beverages. Secondly, the relevance of sensory marketing to the wine industry in scientific literature will be analyzed by a citation analysis. Thirdly, case studies will be considered and qualitative analysis performed to evaluate the impacts of sensory marketing strategies in wine promotion. An online survey was conducted in order to determine the market potential for imported wines among young consumers and their interest in sensory marketing activities.
This chapter aims to study whether and how e-commerce live streaming affects brand equity of the beauty industry in China. This chapter will explore the strategies of using e-commerce live broadcast to affect consumers' purchase behavior in China's beauty industry and study how these strategies will affect the brand awareness and brand loyalty of the industry. This chapter will investigate features of e-commerce live streaming on the social media and impacts on the related viewers. In addition, this chapter will use CiteSapce analysis to perform statistical and correlation analysis associated with e-commerce live streaming. Furthermore, this chapter will also analyze consumers' preference for e-commerce live broadcasting strategy through questionnaire survey. Cases from Douyin (the business outside China is called TikTok) will be used for explanations. This chapter will provide suggestions for the SMEs as to how to make use of e-commerce live streaming to enhance their brand equity.
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