Study. Langjiu Marketing Strategy

At present, in our country there are a lot of big and small brewery enterprises. Competition among the brewery enterprises has become more and more strong. In addition hundreds of thousands of cases of foreign brewery flows into the whole country every year and the substitution of beer,fruit wine,the domestic proportion in drinks consumption of brewery company will be go down day by day. The Langjiu Company will accept the challenge under the living environment. To this current situation,this paper passes the collection of the materials,the combination of theory and practice,the purpose of the paper aim at for one's own opinion by the Langjiu Company development of tomorrow,it is can make one's own some contribution for the development of the Langjiu Company.At first,this thesis has carried on detailed analysis to the overview of industry,market characteristic,competition pattern of the brewery industry in our country. And then,through produce and sell the diagnosis of enterprises to this specific brewery industry of the Langjiu Company,have carried on detailed exposition to its inside advantage,two respects of inferior position,and has analyzed its opportunity and challenge faced. Then,on the basis of analyzing above,combine the ripe marketing theory both at home and abroad,and take 4P as the thread,and carry on detailed analysis the Langjiu Company from products,price,distribute and promote,and has put forward the Langjiu Company marketing tactics in view of the above.The whole paper is divided into five parts. The first part analyzes the background and significance of topics and the concept of brewery, and then summarizes the current situation of the Chinese brewery industry at present. The second part analyzes the macro and micro marketing environment of the brewery industry of China and analyzes the internal environment and the SWOT model of the Langjiu Company. The third part analyzes the marketing current situation of the Langjiu Company. The basis of the above,the fourth part put forward the Langjiu Company marketing tactics in 4P thread. The last part is a brief summary to the full paper.