Research On Marketing Strategy Of Jinhui Liquor

In Chinese history,liquor is closely related to politics,economy,culture and military,and its application is very extensive.Because of this,liquor has gradually developed into an important part of Chinese traditional culture and has been well protected and developed,especially since the reform and opening up.Achieved full development.However,since 2012,the Party Central Committee with Xi Jinping as the core has restricted the “three public consumption” and advocated the supply and testing reform.After 80,90,and 00,it gradually became the main force of consumption.They have obviously changed the consumption habits of liquor.And the rapid development of e-commerce has led to the transformation and upgrading of the liquor industry.The liquor industry must conform to the development of the times and continuously innovate its marketing strategy in order to be invincible.Jinhui Liquor Co.,Ltd.(hereinafter referred to as Jinhui Liquor)As a member of the liquor industry,we must also face the challenges of transformation and upgrading.This paper takes Jinhui Liquor as the research object,and uses STP,4P,4C,4R and other marketing theories to study the marketing status and environment of Jinhui Liquor in the field,and discovers the problems in marketing of Jinhui Liquor.These problems are mainly reflected in products,prices,places,promotions,etc.,followed by analysis of the marketing environment of Jinhui Liquor,and then re-market segmentation,target market selection and market positioning,to find the "Original ecology ","Green","Healthy" differentiated market of Jinhui Liquor,and from the perspective of competition and customers,the 4P,4C,and 4R theories are merged in different dimensions,setting new marketing strategies of Relevancy + Customer + Product,Reaction + Cost + Price,Relationship + Convenience + Place,Reward + Communication + Promotion,and safeguards to ensure marketing strategy.This paper consists of seven parts:The first chapter gives a brief introduction to the research background,purpose and significance of the thesis,research methods,research contents and research ideas,and the framework of the paper;The second chapter summarizes the marketing theory that guides the research of this paper;The third chapter analyzes the marketing status and existing problems of Jinhui Liquor;The fourth chapter analyzes the marketing environment of Jinhui Liquor;The fifth chapter repositions the Jinhui Liquor market and formulates a new marketing strategy;The sixth chapter sets the marketing strategy guarantee measures of Jinhui Liquor;The seventh chapter draws the research conclusions and looks into the future.The research significance of this paper is to set up a new marketing strategy for Jinhui Liquor to cope with the severe test of market transformation and market shrinkage,so that Jinhui Liquor can develop well and quickly under the new competitive environment.The innovation of this paper is to integrate the 4R,4C,4P theory and transform the traditional enterprise-centered ideas.From the perspective of competition and customers,choose a new differentiated market,set up new marketing strategies,and promote the rapid promotion of Jinhui Liquor.The development will enable Jinhui Liquor to achieve the strategic goal of the top ten liquors as soon as possible.