Study On The Consumers Purchasing Behavior Of Sitir Liquor

As the rapid consumption of liquor in China’s rapid economic development and per capita disposable income,per capita consumption continued to grow in the background,the broad market demand for the development of the liquor industry laid the foundation.Since the enactment of the 2012 national "Official business expenses" limit the liquor industry into the winter period,continuous growth of ultra high situation has ceased to exist,seriously affected the formation of gold;ten years of rapid development sequelae,overcapacity,market demand plummeted,the consumer structure imbalance,let liquor enterprises fall into a loss,many smaller scale liquor enterprises bankrupt.How to survive in the competitive market,under the background of high degree of marketization,fierce competition and industry adjustment,it is an important problem for liquor companies.According to the statistics in 2014 and 2015,four special wine to maintain a 10% growth trend,the limits that public consumption of high-end wine large first-line liquor brand impact,and four special wine as a second-line brand,with the growth in space.Opportunities and challenges in the context of how to win more market share is the four special wine is needed to solve the problem,how to maintain local strong position,expand sales,to conduct a comprehensive analysis of the four special wine marketing strategy is very necessary.In this paper,from the perspective of consumer behavior,to understand the consumer’s purchase motivation and demand,so as to better provide consumers with better products and services,to win the trust of consumers in the liquor business.Taking the enterprise site wine enterprises as an example,using the SWOT method to analyze the market site wine industry and analysis using the CPM matrix,while the development of the questionnaire,analysis of different gender,age,education,income,occupation of the consumer purchase motivation analysis,using descriptive statistical analysis of site wine purchase channels and advantages and disadvantages,constructed the linear regression model analysis of site wine consumer purchase intention,finally the suggestions according to the research conclusion.