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.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.