Research On Category Competition Strategy Of Luzhoulaojiao

China has a long history of drinking liquor,and has produced many nationally renowned liquor brands.Since the 21 st century,because of the rapid development of China's economy and society,the liquor industry had experienced a golden period of ten years from 2002 to 2012.Since 2012,due to the slowdown of domestic economic growth and national policies,the liquor industry had entered a period of deep adjustment.Then after 2016,well-known companies took the lead in recovery,which led to the recovery of the liquor industry.The main business income and net profit of liquor enterprises showed a gradually growth trend.Personal consumption replaced government consumption became the new growth engine of the industry.The rise of new core consumer groups has led consumption to back to rationality,and the emergence of new consumption scenarios has intensified market competition.At the same time,the development of the economy has pushed people's needs for a better life to grow,and people have changed from carefully budgeted shoppers to consumers who have the right to choose in a dazzling array of goods,this change brings the characteristics of market consumption demand to be personalized and diversified.In recent years,the hot-selling items that understand the needs of consumers have become an important factor in stimulating the development of liquor enterprises.In the increasingly fierce competitive environment,industry competition is changed from brand to seize the market into category to occupy the segment market shares,and category competition has become the trend of research on liquor marketing strategies.This paper selects one of the oldest liquor brands—Luzhoulaojiao,as the research object.The company's strategy is clear,the product line is relatively perfect,but the single product lacks sufficient appeal,which leads to its status as a follower in its category segments market.The problems existing in the company are representative in the liquor industry.Selecting it to conduct the category competition strategy research and as an attempt to optimize the competition strategy design,using competitive positioning theory has a wide range of reference significance.Firstly,it presents the development history of China's liquor category,summarizes the current status and development trend of the three categories of fragrance,price and innovation.Based on this,it analyzes the status quo of category competition in the industry and classifies the research objects,which provides a reference for the later analysis of the category competitors.Then,the author completed the introduction of the company by combing the financial data,sales framework and product line of the research object.Through data comparison and analysis of the status quo of category competitors,and further from the company's current strategy lists the company's category competition strategy to achieve the strategic objectives.Secondly,in the market research on liquor competition status,the author designs,distributes and recycles 283 valid questionnaires,deeply studies and analyzes the samples,and uses the sample feedback data to accurately summarize problems about the five major items in company's current category competition strategy: the positioning is not clear enough,the product price has the main problems of competing with each other,the category innovation weakens the brand power;finally,using the research results of the competitive positioning theory,the adjustment design of the category competition strategy is formulated from the following three aspects: First,Adjustment and remodeling of categories and prices of existing products;Second,focusing on the single item from the aggressive attack,concentrated strength,and defensive advantage;third,providing a more comprehensive perspective on the expansion and innovation of the category.Through the redesign of the Luzhoulaojiao's category competition strategy,the problems exposed in the performance process of the original competition strategy are solved in a targeted manner,and the design plan is adjusted to support the company's established strategy,which is suitable for highly competitive industry characteristics and will improve the company's competitiveness under the segmentation category.The innovation of this paper: first,this paper is based on the classification of categories,reorganizing the company's market segments,product price lines,product positioning,and competitors according to category classification;second,the design and analysis of the questionnaires are based on three aspects of brand awareness,product recognition and market competition.According to the purpose of discovering the problem of the research object,the data cross-analysis based on the sample age difference,sample annual income difference and different consumption scenarios.Third,the theory is applied to practice,and the existing problems are summarized in the three major points of product positioning,single product focus and category innovation,and the corresponding competitive strategy adjustment design scheme is proposed.According to the researches above,author hopes to help Luzhoulaojiao company win in the category competition,and to promote the emphasis and development of the category competition strategy by the research,also to provide some theoretical and practical reference for the category marketing management of other companies in the industry.