"Bitanchun" Liquor Marketing Strategy And Strategy Research

After the reform and opening up,China's liquor industry has developed rapidly and made great achievements with the support of national policies.From the initial prosperity and development,after the high and upward golden development period,the industry adjustment and reshuffle,from the production scale and economic benefits have undergone earth-shaking changes,and created a number of excellent enterprises such as maotai,wuliangye,jiannanchun,luzhou laojiao.Deyang,as one of the four wine producing areas of sichuan,has developed its wine industry and become an important origin of sichuan wine culture.Sichuan mianzhu bitanchun brewing co.,ltd.is located in deyang mianzhu,also the hometown of the famous wine "jiannanchun",the company mainly produces bitanchun brand liquor series.After more than ten years of development,bitanchun winery was acquired by deyang dingda group co.,ltd.in 2016.With strong support from capital and channels,it has become one of the major liquor brewing enterprises in mianzhu.With the industrial adjustment,consumption upgrading and supervision strengthening,the liquor industry is facing great competitive pressure.As a medium and low-end liquor,Bitanchun liquor is faced with the extrusion of liquor enterprises in Mianzhu area of Deyang,such as "Jiannanchun","Dongshengjiu","Dufu liquor".Secondly,"Bitanchun" liquor is not well-known in Mianzhu and needs to create a good corporate image.Thirdly,Bitanchun liquor product line,channel construction,promotion form and so on.It needs to be upgraded."Bitanchun" liquor is facing such a fierce competition in the marketing environment.In order to quickly occupy the market and improve the visibility of enterprises,it is necessary to formulate reasonable marketing strategies and marketing strategies.The purpose of this paper is to analyze the macro and micro market environment of Bitanchun Liquor and the current marketing situation of Bitanchun Liquor,to analyze the existing problems in marketing strategy and marketing strategy of Bitanchun Liquor,and to formulate specific marketing strategy and marketing strategy as well as safeguard measures for Bitanchun Liquor Enterprise in order to formulate marketing strategy for Bitanchun Liquor Enterprise.And marketing strategies to provide reference and suggestions,in order to help "Bitan Chun" liquor win in the fiercely competitive liquor market,improve the market share of enterprises,enhance the popularity of "Bitan Chun" in the market.