Intensive Growth Strategy Research Of Shenyang Tianjiang Laolongkou Brewery Co.Ltd. Under The New Market Environment

From 2000 to 2011,due to the domestic macro policy and white wine consumers' behavior,the price of white wine has been increasing year by year.Shenyang Tianjiang LaoLongKou brewing co.,LTD.(hereinafter referred to as the "LaoLong Kou")began to sale high-end white wine instead of low-end ones.The annual sales figure has increased year by year,from 30 million in 2001 to 130 million in 2012.However,influenced by the “three public consumption” ban,drunken driving putting into penal law,the central military commission prohibition,plasticizes incident,etc.,there is a huge shock on white wine industry,so as to reduce output,sales and profits of white wine sharply.Meanwhile,LaoLongKou is also affected a lot by these events,such as the sale has fallen down to 70 million in 2015 years.Therefore,LaoLongKou need some effective marketing strategies to be out of the woods now.The essay based on LaoLongKou as the research object and combined with the current status and future prospects of white wine industry,is related to analyze and verify the necessity and feasibility of intensive growth strategy by using SWOT theory in order to make the suitable development strategy of LaoLongKou.This article includes five sections.The first chapter is the introduction of the essay.The second chapter is about the theoretical overview of intensive and growth strategy.The third chapter is the analysis of marketing environment confronted by LaoLongKou.through the analysis of macro and micro market environment,combined with the SWOT analysis tool,to analyze the advantages and disadvantages faced by LaoLongKou in new environment.The fourth Chapter is the problems and reasons occurring when LaoLongKou practices intensive growth strategy.The fifth chapter is the solutions of the problems faced by LaoLongKou when intensive growth strategy is practiced.The fifth chapter is the key part of this article,through three aspects of the intensive growth strategy,namely market penetration strategy,product development strategy,market development strategy,to analyze the marketing strategy of LaoLongKou respectively,and find LaoLongKou's problems in the process of operation.Meanwhile,learned from the successful experience of peers,to provide the measures for LaoLongKou's development in management pattern,marketing channel,product pricing mechanism,consumer groups expansion,rural market development,etc.This essay offers reference for LaoLongKou with developing dilemma and some new ideas for white wine industry so as to make Lao LongKou more suitable for the market competition in the new environment and achieve better development through the research of intensive growth strategy in LaoLongKou under the new market environment.