The Research On Marketing Strategy Of A Branch Of Y Beer Company

With the rapid development of economy and information technology,the process of world economic integration is speeding up.Managers realize that in traditional manufacturing enterprises,including the beer industry,only transformation of production technology or the transformation pipeline,has been unable to meet the needs of the development of market competition,improve the traditional space has become smaller,and excellent marketing strategy has become an important means to improve the competitive ability and enterprise performance.According to the particularity of beer products,product marketing strategy of beer innovation choice,marketing has become the focus of beer enterprise value creation,is the key to improve the competitiveness of modern beer enterprise,is also the key to promote the vigorous development of the beer industry.In order to explore the effective way and innovation choice of beer product marketing strategy,this paper takes Y beer company A branch as an example to analyze its marketing strategy.First of all,the related marketing theories are described,respectively introduces marketing theory and marketing strategy theory,4R marketing theory,including the theory of relationship marketing,viral marketing,PEST strategy analysis method,SWOT analysis etc.Then,the Y beer company A marketing situation branch conducted a detailed analysis,mainly from the company introduction,the company marketing present situation analysis of the two major aspects of the analysis of the current situation of the marketing branch.Starting from the marketing strategy of the company and the marketing effect of these strategies,the author finds out the problems existing in the marketing strategy of A branch of Y beer company.Third,analyzes the external marketing environment of the company,first from the political environment,economic environment,social and cultural environment and technological environment in four aspects of the external environment of the enterprise are analyzed,followed by analysis of the branch of industry environment,market demand and market competition environment.In order to exist from outside these objective conditions,find out the company's product sales decline reasons,in order to find targeted coping strategies,to enhance the company's product sales,the overall marketing strategy innovation efforts.Fourth,the article analyzes the internal marketing environment of the branch,mainly from the company's resource advantages and resource weaknesses of the two aspects of the analysis.To find out the internal reasons for the decline in the performance of the company,and to provide internal reasons for the improvement of the overall marketing strategy.Fifth,according to the preamble to the enterprise branch of the detailed analysis,this paper puts forward branch marketing strategy suggestions were put forward suggestions carefully from product strategy,price strategy,channel strategy and promotion strategy in four aspects.Mainly includes the optimization of existing product structure,develop new products,improve product added value,differential pricing,increasing sales channels and actively integrate into the Internet plus,open up a new market position for the company,so as to expand product market share,in an invincible position in the market competition in the future.Finally,according to the analysis results of the whole article,and draws the following conclusion:first,the blacksmith needs its own hardware,to actively improve the company's internal management loopholes;secondly,the disadvantages,make good use of the favorable factors to the development of the company's external environment,reduce the unfavorable factors of influence;third,must have a sense of crisis,constantly innovation,continuous improvement.of the company's marketing strategy,always keep pace with the market development trend and the trend.