The Marketing Strategies Research Of Si Junzi Wine

Shandong province, as a liquor production and consumption big province, has a huge market capacity. Each place of Shandong has its own distillery, but with the local protectionism’s elimination, the competition between the enterprises is more and more fierce. Heze, as one of the subordinate region in Shandong province is relatively backward in the economy development, but Heze is the Liangshan heroes’ hometown, where natives have the habit of practice kung fu and drinking liquor, which indicates a big market capacity. Shanxian, located in the hub of four big provinces and eight counties is one of the Heze’s upgrading economic county, and it has a greater liquor market potential. Shandong Si Junzi Corporation (A state-run winery in the past) was established in1949, and changed into a joint enterprise in1998. Shandong Si Junzi group Co., LTD is not only a key liquor company in Shandong province but it is also a backbone enterprise in Heze. In2007, the company was among the " Chinese private enterprise in the top50","Top Chinese liquor enterprise" and "Top thirty food industry comprehensive strength and strong " list. Its main products, Si Junzi wine, was also award the title of "Chinese consumers foundation customer satisfaction brand","Chinese famous historical and cultural wine", and "Shandong famous brand products". The trade mark of Si Junzi was awarded "China Well-known Trademark" and "2012the most famous collection value for wine". This article was written based on the present situation of Shandong liquor industry development analysis and the investigation of liquor market in Heze city and its surrounding. In the article, it chooses certain target consumers with the tool of SWOT analysis and the foreign mature STP marketing theory In addition, combined with4Ps and4Cs, it puts forward Si Junzi wine’s new marketing strategy in order to realize the marketing promotion. The accomplishment of this paper will be not only helpful for Si Junzi wine to find the vital factors to win the competition, but it also provides a reference for the other small or medium-sized liquor enterprise to improve their sales performance.