Du Kang Holding Co.,LTD. Strategy Research In The Areas Of Marketing Zhumadian

With the situations of restrictions to the three public consumptions,strict punishment to drunk driving,consumption breaks and the emergence of imperceptible changes of consumer culture,the liquor industry has encountered unprecedented threats and challenges,which lead to the stagnant sales increase and the adjustment period of the whole industry.Thus the consumption of mid-end wine has gradually become the center of consumer spending.In this new market situation,Dukang Holdings actively respond to market challenges,launching mid-priced new products “Jiuzu Dukang" series according to the needs of the market,hoping to rely on this series of products to stabilize market share and enhance its competitiveness in the liquor market.This paper takes the marketing activities of the series "Jiuzu Dukang" in Zhumadian market as the research object.By means of in-depth interviews and on-the-spot investigation and research,this paper analyzes the current marketing situation,internal environment and external environment of “Jiuzu Dukang" in Zhumadian market Analysis.The paper finds out the current “Jiuzu Dukang" marketing problems and put forward targeted solutions.From the research,I found some problems in the current marketing of “Jiuzu Dukang" series products: lack of marketing awareness in management,improper management of manufacturer relations,inaccurate product positioning,unsound marketing channels and lack of innovation in promotion methods.The article first analyzes these problems,and then,under the guidance of marketing theory,puts forward the marketing strategy that “Jiuzu Dukang” should take in Zhumadian area according to the specific problems existing in marketing,that is,the market STP strategy,Refactoring of vendor relationships,marketing mix strategies,etc.Finally,this article puts forward the corresponding marketing strategy guarantee system and requirements for specific marketing improvement strategies,including the establishment of marketing promotion system,strengthening the management of market order and improving the personnel training system.I hope that the study of this article is to provide a basis for decision-making on the marketing strategy of Dukang Holding's “Jiuzu Dukang" series products in Zhumadian area and to provide a reference for the development of Dukang Holdings in the development of the liquor market in Zhumadian.At the same time,the research of the article has some reference to the development of other liquor enterprises in the regional market.