A Study On The Liquor Marketing Strategy Of Anhui Guanzhong Liquor Company

China is a big wine-producing country since ancient times, Liquor plays an indispensable role in China’s five thousand years of history, It is accompanied by the development of history and continues to develop. Liquor-making industry became one of the fastest growing industry, in the rapid development of the "golden period". In 2012, the government issued "Three consumption" and "limited Drinking", under the influence of the new national policy and other factors, China’s liquor market began to enter a new downturn, the market sales fell sharply. In the new era of development background, liquor companies only constant transformation, innovation, establish a sound new marketing system and marketing strategies in order to win the market and consumer confidence. The current market has changed, to find a ways out is the most important thing. How could the liquor business development, it is necessary to see how to develop appropriate marketing strategies to adapt to the new context of the market and make changes quickly and accurately in accordance with the market direction.In order to provide marketing strategy Suggestions for anhui guanzhong liquor company and other Similar enterprises under the new market environment, so as to improve product marketing efficiency and effectiveness, This paper takes anhui guanzhong liquor company as the research object, by using the marketing theory in order to get the company’s product marketing strategy. This paper analyses the problems existing in the company in marketing, and then on the basis of environmental analysis to explore the new idea of product marketing, propose targeted marketing strategy and implementation safeguard measures, in order to develop the company in liquor marketing a wide road, promote the comprehensive development of the company. Finally, the paper concludes that the liquor enterprise development of the liquor business is by policy support, the company continued to invest, product innovation, consumer experience and other factors. Only making scientific marketing strategy to promote enterprise development. Anhui guanzhong wine industry is a representative of the many small and medium liquor enterprise in China, this will provide reference for other similar enterprises.This paper consists of seven parts. The first chapter is introduction. Mainly includes the research background, research purpose and research significance, research contents and research methods and possible innovations. The second chapter related theory summary. Mainly introduces the paper involved in marketing theory and analysis tools. The third chapter is about anhui liquor company’s marketing status, and analyzes the problems existing in the marketing and the reasons. The fourth chapter is anhui guanzhong wine company product marketing environment analysis. Mainly analyzes the macro environment, industry market, consumer behavior, etc. Chapter fifth presents Anhui Guan liquor product marketing strategy recommendations and implement safeguards. The sixth chapter is the conclusion and prospect.