Study On The Marketing Strategy Of High-end Liquor Business

In recent years, China’s wine output reached new highs, part of the regional market has already appeared the state that product piling up in excess of requirement, market competition is fierce However, many liquor production enterprises still follow the traditional liquor marketing mode on the basis of the transaction which leads to exhibit marketing low efficiency, high transaction costs, poor information transfer and other problems in the operation of the market, seriously affected China’s liquor industry marketing level and overall competitiveness. Therefore, how to solve the dilemma of current liquor industry of our country through Reform and operation of marketing strategy has become an important topic.The article discusses the related problems about the marketing strategy of liquor enterprises in China from three directions including theory supporting level, strategy level and the implementation level. The article analyses the present situation of China’s liquor industry marketing, it considers that there are some unavoidable problems and shortcomings in the liquor product marketing activities, mainly include:The first is the target market positioning is not clear. Market segmentation and target market positioning is not clear is a common problem in China’s liquor industry. Which brought bad influence and hindered for the formulation of follow-up marketing strategy, new product development and the business opportunities grasp.The second is the lack of brand marketing operation. The domestic liquor industry brand strategic awareness is generally poor, only a few brands have strategic brand planning concepts and planning ability. The lack of awareness of brand strategy led to the current competition pattern that liquor brand competition is always at the tactical level such as a low level of terminal snatch or price competition and so on. The third is the extensive construction of marketing channel mode. About the traditional channel mode of liquor industry in our country, control of regional sales, price, competition and other sales management is relatively weak, and it is easily influenced by various factors, which brought a very negative impact to the industry development in the future. Control of the retail terminal is very weak, now liquor market retail competition is extremely intense, terminal winning, who occupied the terminal who occupied the market situation, the competition of enterprises is extremely unfavorable.To solve these problems in the marketing process of China’s liquor enterprise, guided by the theory of STP in marketing theory, marketing theory and marketing channel theory, the author thinks that if our country liquor enterprises will survive in the fierce competitive environment in the future, it must meet consumer demand as the value orientation, through the market subdivision, using of product strategy, price strategy, channel strategy, promotion strategy and brand strategy and other means, to increase market share and profit.In product strategy, liquor-making enterprise must choose the appropriate niche market according to its own characteristics, on the premise of meeting consumer demand, maintaining and expanding market share, making full use of existing resources, extending the product line through a variety of ways to increase product project for larger scope within the market visibility and sales.In the aspect of price strategy, liquor-making enterprises should take into account the characteristics of the mass consumer, and weigh enterprise, competitors, market demand for the product price formulation. Using the cost-oriented pricing from the consumer to design the cost of price system.a " high quality, low price " strategy to fill the hearts of consumers blank;In the channel strategy, liquor-making enterprises should channel sink by pyramid sales channels to the flat direction transition, make short and quick sales channels;In the promotion strategy, liquor companies must be in accordance with the promotion of brand, the market characteristics and the competition, choose effective ways that can be assessed in many promotion methods in advance to promote product sales.In the brand strategy, liquor-making enterprises should first strengthen the brand marketing consciousness, complete brand strategy planning; secondly,to dig the connotation of the brand,to improve customer loyalty; finally,to build customer service service system,to improve service quality and customer perceived value.