Study On Promotion Strategy Of Jinshiyuan Brand Under The Background Of Regional Competition

In recent years,with the introduction of a series of related policies in China,the liquor industry has been greatly affected.The annual output of the industry and the growth rate of sales both slowed down,and the annual net profit once experienced negative growth.In the context of increasingly fierce competition in the industry,liquor brands have launched a war of regional market segmentation.The industry has shown that first-line enterprises are competing for the whole country and constantly occupying new market share.Second-tier enterprises are based on the local market,waiting for opportunities to go out of the province and move toward the overall situation in the country.The liquor groups represented by Su wine,Lu wine and alcoholism have started the “enclosure movement”,and the liquor industry has entered a regional competition pattern.Under this background,Jiangsu Jinshiyuan Liquor Co.,Ltd.(hereinafter referred to as this world)Although the company maintains rapid growth,its annual average net profit exceeds 30%,but over 90%of its performance comes from Jiangsu Province,and the brand’s future development space is very limited.Under the background of regional competition,what kind of promotion strategy should be adopted by this world wine industry,in order to truly get out of the province and become a national liquor brand is of great significance.Based on the research results of many seniors,the article first defines the concept of regional competition.The proposed regional competition refers to the increasingly regionalization of competition among enterprises,that is,enterprises tend to compete in the market in specific,well-defined and geographically demarcated regions.After clearing the research background,the article elaborates on the brand development and management status of the current world wine industry,and uses specific indicators such as PEST analysis,Porter’s five-force model analysis,etc.,from macroscopic perspective and microscopic From the perspective of the angle,the analysis of the brand promotion environment of the current world wine industry.The article adopts research methods such as literature research method,quantitative analysis method,qualitative analysis method and content comparison method.Through the literature research method,the literature on the current world wine industry and brand promotion will be collated and analyzed to ensure an open and clear research horizon.Through the combination of quantitative analysis and qualitative analysis,the annual financial report of the current world wine industry will be Alarge amount of data published in the collection is collected and analyzed.Accurately analyze the shortcomings of the current world wine industry in the current brand promotion work,and determine the factors that affect it.Finally,the article combines the actual operation of the current world wine industry,and puts forward corresponding countermeasures for the problems of its promotion strategy.The article resolutely starts from the reality,and the theory is linked with the reality to ensure the pertinence and feasibility of the countermeasures,so as to truly and effectively provide theoretical guidance for the current world wine industry on brand promotion,in order to help it improve the promotion status.This paper also has certain guiding significance for other liquor brands in a regionalized competitive environment.