A Study On Marketing Strategies For The Alcoholic Beverages By BDJ Company

Chinese people’s consumption of liquor is a double emotion and substance.Liquor,not just a consumer,it is a special carrier of Chinese culture.Drinking is a way of expressing emotion inherent way of life and the Chinese people.This process slowly brings the concept of consumers as well as different cultures,consumers liquor consumption has gradually become more rational.On the choice of liquor brands and types have more autonomy,which is a liquor production enterprises unprecedented change and competition propellant.BDJ is well-known liquor manufacturers,after years of development,the industry has occupied the top three brands ranked in Shandong province.By the end of 2012 the country set off a burst of "anti-waste of public funds,anti-public funds,to eliminate waste of public funds to entertain behavior " craze.This is a big blow for BDJ,since the way to the introduction,the company has seen sales of liquor is not a small degree of decline.Seeking new situation liquor marketing strategy,the company is already BDJ imperative reforms.The study is divided into five chapters.First,briefly addressed the basis of this research topic,significance,domestic liquor industry status and development of marketing and studied architecture;second chapter introduces the main theories and methods,the main contents include concepts and classification introduced liquor,wine marketing-related theory;Chapter III describes the domestic liquor industry environment,BDJ operating status of the company’s business,market share situation and the problem analysis,especially for the main reason for the management company under the new situation BDJ liquor sales decline;In Chapter IV,according to this,the paper indicates the specific marketing plan.;Finally,the safeguard measures for the implementation of its marketing program are constructed.Liquor sales fell under the new situation,the problem is not just BDJ pressing issues facing the company,but also the whole industry is facing the same liquor producers.In this study,the company’s standing in the perspective BDJ,through detailed investigation to find out the current lack of data and BDJ improvement strategies for the management of the company,which also has a reference to other liquor manufacturers.