Study On Marketing Strategy About The Low-end Liquor Of Luzhou Laojiao In Jiangxi

China is a country with long wine culture, and the white spirit takes an important part in the consumer markets all the time. In recent years, with the production of the Eight Rules, sales of high-end liquor are sinking clearly, while sales of low-end liquor are increasing gradually. Chinese liquor industry is faced with reshuffling, so the competitive environment has become more complex and the competitive situation has become more serious. Chinese liquor industry has entered a new stage of development after nearly several years, and it will take the consumer demand as the main body, gradually change to the popular consumption.Luzhou Laojiao has a long history as one of the most ancient four wines. Its quality philosophy is “Let the quality of Chinese liquor can be seen”. It always strives for excellence on the quality of the products, so it was well known as the typical representative of flavor liquor. Jiangxi has always a short supply on the demand for low-end liquor as a big province of liquor consumption. Many liquor brands take a fancy to this market and has invested in it so that it appears the confusion situation of brand and price.A company is a professional agent of liquor sales. As the Jiangxi general agent of Luzhou Laojiao, although it occupies a certain market share in the low-end liquor in Jiangxi market, its development speed is relatively slow compared with some local wine brands and some sudden rise of small wine brands. Therefore, this paper picks the development of A company as a perspective, segment market and select target market. It analyzes marketing direction of low-end liquor in Jiangxi market from the point of view of consumer demand and researches marketing strategy from the four aspects--- product, price, promotion, place.