| Liquor as the famous and historical drink play a very important role in Chinese’s social life, and boost the economy largely. Since the reform and opening up, China’s liquor industry has developed very fast, China has become the biggest wine producing country in the world. China’s liquor market competition is becoming increasingly fierce. Marketing is an important part of enterprise competition, Zhihua Zhang believed that build a long-term and finished marketing plan is an important measure to deal with the competence. In recent years, the liquor industry from boom period to adjust period, now the liquor has returned to brand culture, consumption and marketing value, but no matter what the return will eventually be reflected in the marketing market, so in recent years the liquor market marketing is particularly important. In China, the liquor market competition is fierce. As the old sayings the feudal lords vying for the throne. In the background, how to accurate judgments of the liquor industry trend and accurately capture the structural opportunity is very important. How to achieve a successful breakout and sustainable industry in the future growth is a major proposition for the China wine industry, and realize the proposition especially need innovation of marketing wisdom and marketing theory breakthrough.From the documents the writer have had, there are a lot of study on big enterprises’market marketing in liquor industry, including Guizhou Maotai, Wuliangye Group, Yanghe and Luzhou Laojiao, and so on, but there are a little study on small and medium liquor enterprises. Now there are more than 13.000 liquor enterprises in China. and over 90% are small and medium liquor enterprises, as the result of the policy environment and the industry factor, most of them are under deficit, so this paper analyze the development and current situation of liquor industry from the angle of market marketing, combined the analysis of Henan Dafeng Liquor Company market marketing practice to discuss the China liquor market marketing, especially the third level liquor company, it is very important and meaningful to liquor company which want to enhance the liquor industry market marketing ability and reverse the deficit situation.Firstly, this paper described the background of the recent market marketing of China liquor industry and pointed out the important meaning to research our liquor industry marketing. Second, this paper analyzes the development current situation, industry competence situation and consumer market in liquor industry, and deep analyses the three development trends, including the merge and combine and the shares system reform, the brand building and cultural permeation of liquor enterprises, the expansion of main consumer and the diversification of consumer demand. Thirdly. this paper mainly analyzes the true market marketing case of Henan Dafeng Liquor Company, described the development and marketing current situation of Henan Dafeng Liquor Company, and introduced the Dafeng Liquor Company’s success market marketing factors and the experience on the market marketing, mainly analyses the problem of sales decline since 2013 and the terrible affection. Fourthly, analyses thoroughly the exist five problems on market marketing and provide the relative measures to resolve these problems, such as the traditional market shrink should take measures on expand the market zone and cultivate new consume group. The limit of brand’s influence should build strong brand from dig cultural connotation, brand system design and promote. The lack of new product develop should complete the product line and strongly support the new product develop. The diversion channel not perfect should build solid diversion channel, marketing channel structure optimize and marketing channel organization member optimize. The low implementation capacity should build power type and learning type team and improve the salary system. Lastly, this paper discussed the measure to guarantee the implement of the marketing strategy. |
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