Study On Marketing Strategy Of Shenyang T&C Laolongkou Brewery CO.LTD In Shenyang Area

Shenyang T&C Laolongkou Brewery CO.LTD is a sino-foreign joint venture of Shenyang Laolongkou Brewery and Singapore T&C Company, which is a famous liquor production enterprises, but also the first joint venture in Chinese liquor industry. With a history of more than350years, Laolongkou liquor has a glorious past, but in the wake of increasing standard of living, the change of market, the perfect fluid channel, intensified media communications, varied types of wine, it makes a huge pressure of opportunities and competition in the market. Under the pressure, Laolongkou liquor which is well-known in Shenyang area, achieves some operating performance and sales also continued to rise, but it still need to adjust marketing strategies to adapt to the market situation.This paper studies on the marketing status and promotion strategy of Shenyang T&C Laolongkou Brewery CO.LTD with market research data, and strives to build, maintain and develop the time-honored brand. It has a strong practical significance for Laolongkou enterprises and other time-honored brand corporate to realize recovery and revitalization.There are five parts in this paper:Chapter1explains the research background and points out the theoretical and practical values of marketing strategy, and also reviews the related theory and literature.Chapter2analyses the marketing environment of Shenyang T&C Laolongkou Brewery CO.LTD. Firstly, it introduces the basic situation, and then analyzes the company form external environment and internal environment.Chapter3reveals SWOT of Laolongkou Brewery CO.LTD.On the basis of company’s opportunities, challenges, advantages and disadvantages, it shows the basic strategic direction of company initially.Chapter4shows the present situation of market promotion in Shenyang area, and finds out the existing problems from analyzing the product strategy, price strategy, place strategy and promotion strategyAccording to the preceding analysis of the present situation of market promotion and problems, chapter5puts forward specific promotion strategy from product, price, place and promotion.Chapter6shows the implementation of safeguards for the marketing strategy and the expected results. It needs to develop appropriate measures to safeguard the smooth implementation of the strategy. At the same time, it also analyses the expected effect of strategy.