A Research On The Marketing Strategy Of Xiongpai Company's Health Liqueur & Spirits

With the upgrade of alcohol stratification and integrity,the concentration of alcohol b rand consumption further enhance,and as various enterprise about health liqueur & spirits focused on the steps of the popularization and small bottle packaging,which made the market more competitive,and the development of health liqueur & spirits as a wine health wine been depressed,To Xiongpai company,health liqueur & spirits is the main products,how to combine its own characteristics,make reasonable development strategy,is the primary task for survival and healthy development.Paper uses the literature study method,personal interview method and experience summary method,using PEST model to analyze the industry macro environment,industry development present situation and future development trend,and put forward to research and analysis on labeling people portraits and life scenes for Xiongpai health liqueur &spirits,clear about the strategy choice on the market of health liqueur & spirits,mainly including product development,research and planning,brand planning,marketing planning,etc.And analyzes on the business of Xiongpai health liqueur & spirits by using SWOT mode,to describe the problem on the lag of product development and reserving,the lack of pertinent and interactive,brand communication terminal market,the uneven on the foundation work of variable quality problem,and the lack of effective management of the marketing work at the county level,puts forward the strategy solution on combing with the target population of consumer demand and consumption habits,constantly upgrading and improve the product structure and product quality of Xiongpai company,enhancing the brand popularity and reputation,comprehensively strengthening terminal foundation work,optimizing the market channel layout,doing a good job in team building and sales management,to enhance the market competitiveness of Xiongpai health liqueur& spirits,to enhance working spirit and passion distributors of marketing personnel,to change the marketing being the unique core competitiveness,to provides the strong support for the strategic decisions of sustainable development of Xiongpai company.In order to ensure the marketing strategy to get good execution,the study also proposed thehuman resources,market research,technology and production,management and information technology security measures.