The Study On The Marketing Strategy Of Jiuliangye White Spirit

As China's White spirit industry develops in a more healthy and orderly way, the competition between White spirit enterprises is becoming other more and more intense. In modern marketing oriented economy, the ability of marketing is the vital factor for enterprises to prevail in competition.Jiuliangye company is a son company of Gansu Binghe Food Group Corporation set up in 1995. The company plants kinds of grapes besides producing and marketing grape wine, it is time after more than a decade of research and development successful "nine nine grain brewing process," from the brewing process most of our traditional essence of the elements, and the system works and pit mud training, nine grain formula, storage, and other surface innovative breakthrough has been made to ensure the quality of the product quality, stability and personalized. So Jiuliangye company has great potentiality of development. In 12 years , Jiuliangye did not have own sale places and marketing strategy, this is a major obstacle to its development. The marketing strategy was designed for Jiuliangye company to solve the problem of marketing in the paper.The modern marketing theories were mainly used in the thesis. The method of investigation , conference were used extensively. According to the history and contemporary condition of the wine industry and the character of grape wine industry, Jiuliangye's marketing environment and the company's strengthe and weaknesses situation were analyzed. The problems of Jiuliangye's marketing were found and listed. Then the paper put forward the marketing strategy for Jiuliangy ecompany in the light of 4Ps, 4Cs, 4Rs and integration marketing theory: to reselect Gansu hing-end market as its target market. According to the target market of consumers for high-, medium - and low-end products and enhance the different needs of the high-end products in the market in the coverage capacity and competitiveness of the needs of timely preparation of the grain distribution channels, and make full use of the Jiuliangy Technology and cultural advantages, strengthen cultural promotions and price transparency to seize the opportunity and launch strategy. Finally, Jiuliangye should implement integrated marketing strategy to cultivate a famous wine brand.The author wishes that this thesis will contribute a little to the development of Jiuliangye company.