Academic Journal of Business & Management, 2023, 5(24); doi: 10.25236/AJBM.2023.052428.
Tingting Cui
Anhui University of Finance and Economics, Bengbu, Anhui, 233000, China
With the continuous development and change of China's market economy, the competition in the alcohol industry has been intensifying, young consumers have become an important consumer group in the alcohol market, and rejuvenation has become a necessary path for alcohol brands to keep up with the development of the times. As one of China's top ten famous alcoholic beverages, Guizhou Moutai has been committed to exploring brand rejuvenation in recent years, and has gradually gained the favor of young consumers through the "three driving forces" of products, marketing and channels, and has become the new choice of young consumers in alcohol consumption. This paper takes Guizhou Maotai brand rejuvenation strategy as an example and puts forward thoughts on brand rejuvenation, which in turn provides some ideas for other alcohol brands to promote the long-term development of the brand.
Brand rejuvenation, Alcohol brands, Guizhou Maotai, Product innovation, Cross-border co-branding, Digitalization
Tingting Cui. Research on Brand Rejuvenation Strategy—Taking Guizhou Maotai as an Example. Academic Journal of Business & Management (2023) Vol. 5, Issue 24: 191-194. https://doi.org/10.25236/AJBM.2023.052428.
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