Study On Influencing Factors Of Consumers' Willingness To Purchase Yan Wodao Liquor Based On Marketing Strategy

Although the Chinese liquor market has maintained a rapid development momentum,but overall,the liquor market product supply is greater than demand,liquor industry,product competition is increasing,although the oligopoly has not yet formed a market situation,but the concentration of brand ownership is Continue to improve.In this case,how the separatist separatism,the fierce competition in the liquor market to obtain a place,is the small and mediumsized liquor enterprises generally face problems.Enterprise marketing strategy to develop the correct or not directly determines the product market competitiveness,enhance the marketing ability of enterprises,is to maintain the survival and development of enterprises focus.Therefore,the paper takes Yan'ao Wo Island Group Wine Co.,Ltd.as the research object,analyzes the factors that affect consumers' purchase of goose island liquor,and puts forward the corresponding marketing strategy according to the actual research and empirical results,hoping to develop similar liquor enterprises Marketing strategy for reference.This paper explores the marketing strategies which can improve the willingness of consumers to purchase wild goose island liquor,adopt the research method of qualitative analysis such as literature research,and combine the questionnaire survey and the quantitative analysis of empirical research to carry on the theoretical analysis and the data demonstration.First of all,this paper introduces the general situation of Yanwo Island Group Brewery Co.,Ltd.,then analyzes the marketing environment of Yandao Island liquor by using PEST model.At the same time,the SWOT method is used to analyze the advantages and disadvantages of Yandao Island Group Co.,As well as opportunities and external threats.Analysis found that the nest nest Island Wine Co.,Ltd.marketing strategy there is the main product absence,channel management is weak and so on.In order to improve the willingness of consumers to purchase and optimize the marketing strategy,this paper designed a questionnaire on the influencing factors of consumers' willingness to buy liquor,and distributed 340 questionnaires.Among them,312 valid questionnaires were retrieved.Then,through the empirical analysis of the questionnaire data,we get the factors that have significant influence on the purchase intention of the consumers.On this basis,the marketing environment of the wild goose island liquor is combined with the 4P theory and the other nonmarketing combination factors,Put forward a suitable marketing strategy for wild island wine.Finally,it is hoped that the research results of this paper will provide theoretical support for the decision-making of Yandao Group Brewery Co.,Ltd.,and also provide theoretical reference for the formulation of other liquor enterprises in the same liquor market.