Study On The Optimization Of Marketing Strategy Of Xiaolang Liquor In Henan Province

The liquor industry is an important traditional industry in China.It has a history of more than 4,000 years and has a profound impact on China's economic development and people's lives.In recent years,due to the promulgation of the Supreme People's Procuratorate's Prohibition Order;people's consumption upgrades are more inclined to buy high-end brands;and the rise of competition in wine and rice wine,and the substitution effect on liquor,etc.,have led to a continuous decline in demand for liquor,gradually In the weak liquor market,small bottles of wine have become an important venue for competition in the industry.More and more liquor enterprises have shifted their focus to the research and development and marketing of small bottles of liquor,such as Wuliangye,Maotai,Langjiu and other well-known liquor brands have also begun to enter the small bottle liquor market.Therefore,in today's increasingly fierce competition in the small bottle of liquor market,how to use scientific tools to analyze the industry and itself,and then accurately optimize the marketing strategy,has become an urgent problem for small bottles of liquor companies.This paper takes the Henan market of Xiaolang wine as the research background,based on the marketing theory,analyzed the macro market and the micro competition environment,cleared the marketing status of the Xiaolang wine Henan market,and finded out the problems in the market such as lack of products.Diversification,high product prices,serious market smashing,imperfect staffing,and slow market sales.In view of the problems existing in Xiaolang wine in Henan market,the author finds out the causes from the market positioning segmentation,organizational structure,channel construction and promotion methods.Then,this study uses STP market segmentation and positioning method to optimize the marketing strategy of Xiaolang wine market and formulate an optimization strategy that is conducive to the development of Xiaolang wine in Henan market.Finally,in order to ensure the smooth implementation of marketing strategy of Xiaolang wine in Henan,a series of safeguards from organizational guarantee,system guarantee,human resource guarantee to cultural guarantee are used to escort the strategy.This paper hopes to use the scientific marketing method to analyze the dilemma of the small bottle of liquor in Henan market and the way to break the paper,and provide reference for the marketing strategy of other small bottles of liquor in Henan market.