Marketing Tactics Research Of Shedian Wine

From 1980s to the mid-90s, China's white spirit industry was in the golden rapid development era. During this period, Shedian Wine also made remarkable achievements. However, along with fierce competition of white spirit, Shedian Wine hasn't timely adjusted its marketing strategy to meet the changes of the market and has fallen into the overall decline for a long time. Therefore how to make new marketing strategy to adapt to constantly changing external market is a top priorityThis article is completed by the author who has worked in Henan Shedian Group (today's Henan Shedian Co., Ltd.) for seven years and read a great deal of literature and related research data. It mainly gives a comprehensive analysis of Shedian Wine's marketing strategy by using integration of theory with practice.First, the article analyzes domestic white spirit market environment, the state of the liquor supply and demand, its consumption groups and trend, and the enlightenment of these factors on Shedian Wine's new marketing strategy. Second, the management strengths and weaknesses of Shedian Wine are analyzed, and on the basis of white spirit's market and brands competition the objective market of Shedian Wine has been determined. Third, Chapter IV of the article analyzes the shortcomings of Shedian Wine's Present combined marketing strategy. At last, according to the asked questions and the previous analysis, new marketing strategy is put forward to meet the need of the competition.The marketing programs suggested in the article can help Henan Shedian Wine Co., Ltd. change operation thinking and promote its sales. Therefore, it has a practical significance.