Research On The Marketing Strategy Of WYC Liquor Limited Company

Since 2013,the liquor industry has undergone a depth adjustment for nearly three years.The recent two years have begun to warm up.Liquor consumption has gradually concentrated on famous brands and famous products,and liquor industry has also concentrated on brand,origin and culture.The competition of this industry is more intense,which has crowding out effect on the small liquor enterprises.Under this background,the high end wine continues to seek the balance of the quantity and price,and the medium end and the secondary high end liquor accelerates.In this kind of extrusion competition,new challenges have been put forward to the marketing concept and method of liquor making enterprises.This article is divided into seven parts.The first part expounds the background and significance of the research,summarizes the related research at home and abroad,and expounds the research methods,contents and structure of the thesis.The second part is the related theoretical basis.It introduces the related concepts,marketing theory and the development status of enterprise marketing,which lays a theoretical foundation for the formulation of the marketing strategy of WYC company.The third part analyzes the marketing status and existing problems of WYC liquor company.First,the basic situation of WYC company is analyzed from the aspects of organizational structure,financial situation and business development.Secondly,the basic situation of product marketing of WYC company is analyzed from the aspects of brand and market.Finally,the existing problems in marketing are analyzed.The questions and the reasons for these problems.The fourth part uses the PEST analysis,the Potter five force model and the SWOT analysis method to analyze the marketing environment of the WYC liquor company from three aspects of macro,micro and internal.The fifth part focuses on the analysis of the target market and market segmentation of WYC liquor company.The sixth chapter states the choice of marketing strategy of WYC liquor company.According to the 4P marketing combination theory,some improvement measures are put forward from the four aspects of product,price,channel and promotion.The seventh chapter guarantees the implementation of marketing strategy.In order to better implement the marketing strategy,WYC company needs to improve the internal management level of the company,improve the efficiency of marketing management,improve the executive power of the marketing staff,and strengthen the cultural construction of the marketing oriented enterprise.