Study On Marketing Strategy Of "Linhe No.1" Liquor Series

Linhe liquor is one of the representatives of Shangqiu local liquor brands with a long history.With the deepening of the reform of state-owned enterprises,the state-owned Linhe Liquor Factory in Henan Province has been transformed into Henan Linhe Liquor Industry Co.,Ltd.Bathing in the east wind of the revitalization of Yuzhou liquor,the production and management of Linhe is stepping into the fast lane,and the economic and social benefits are continuously improving.The capacity and reserve of raw liquor are expanding synchronously,the momentum of development is getting better and better,the image of enterprises and product quality are constantly improving,the market sales area and market share are gradually expanding,and the new brilliance of better,faster and high-quality development is being continued.In September 2017,Henan Linhe Liquor Co.,Ltd.launched three products,namely "Linhe No.1" general clothes,"Linhe No.1" gold clothes and "Linhe brilliant No.1",and all of them support customization.However,due to the slow and incomplete restructuring of enterprises,the company will not really achieve restructuring in place until 2016.The silence of the past six years has led to the sharp shrinkage of the liquor product sales market and the loss of a large number of regional distributors.In addition,the company has a weak foundation,a poor foundation and a heavy historical burden.The marketing methods can not keep up with the pace of the times,and the marketing efforts,especially the lack of pulling power of terminal marketing,etc.It is still necessary to restore the market,rebuild the brand image and improve market recognition after comprehensive restructuring.Time and process.Based on the work experience and marketing theory,the author has his own thoughts on the special brand of "Linhe No.1" series liquor and the market development problems in Shangqiu liquor market.In this paper,the existing marketing mode of "Linhe No.1" liquor series in Henan Linhe Liquor Industry Co.,Ltd.is analyzed and discussed in detail,involving the whole process and all aspects of product launch,price setting,channel construction,etc.In the latter part,based on the problems of the original marketing mode,the author puts forward some suggestions aiming at adjusting the marketing strategy,seeking the best opportunity,further polishing the brand of "Linhe No.1",and finally realizing the strategic intention of the comprehensive revitalization of Henan Linhe Liquor Co.,Ltd.The study of marketing has practical significance for the increase of sales share of products,the realization of strategic nodes,the increase of profit of distributors,and the ability of market operation and marketing theory research of distributors and salesmen.At the same time,some general market operation modes can also provide reference for other liquor products of Henan Linhe Liquor Co.,Ltd.