Marketing Strategy Research Of The Y Firm

With the rapid development of economy in the modern era,liquor and spirits industry,a traditional Chinse industry,is also involved in the wave of modern market economy.Modern market environment and white-hot competitions determine the survival and development of liquor and spirits industry to some degree.Thus,how liquor and spirits-making enterprises adapt to and cope with such circumstance? Nowadays,among numerous liquor and spirits-making enterprises,the annual sales volume of some famous ones has surpassed 10 billion yuan including Maotai,Wuliangye,Luzhoulaojiao,and Niulanshan.Moreover,a large number of second-line,provincial and local liquor and spirits brands begin to compete and plunder in domestic markets.Liquor and spirits industry has entered into the era of perfectly competitive market.Policies like Chinese National Prohibition and “the three public expenses” also have profound influence on liquor and spirits industry,which promotes the change of customer group structure.The aging of the population and the rising of the young consumer group also bring opportunities and challenges to the development of liquor and spirits industry.With the development of international trade,the threat of substitutes like foreign cultures and brands becomes increasingly obvious.How to adopt effective marketing strategies so as to take a place in the competition has been a pressing problem that liquor and spirits-making enterprises need to consider.With Y Firm's marketing strategy as the case study,this paper firstly introduces relevant theories including marketing environment theory,marketing STP theory,marketing mix 4PS theory and consumer behavior theory,and three market strategy analysis tools which are PEST Analysis,SWOT Analysis and Michael Porter's Five Forces Model.And then,based on the overall situation of the competition among Chinese liquor and spirits-making enterprises,the author analyzes Jiangsu Y Firm's marketing strategies including product strategy analysis,price strategy analysis,channel strategy analysis,promotion strategy analysis and brand strategy analysis.Based on the analyses above,the author concludes the problems in the marketing of Y Firm which mainly include low quality products,unclear market positioning caused by a full product line,few marketing tools,neglecting the role of culture and poor brand strategy.This author further analyzes the case based on PEST analysis,five force model,internal conditions analysis and SWOT analysis.Afterwards,the author does a thorough analysis of the internal and external environment of Y Firm.Finally,according to Y Firm's series of problem in marketing,this paper proposes some measures for improvement mainly include intensifying market positioning,paying attention to product mix,adopting diversified promotion strategies and laying emphasis on brand building and maintenance.In the concluding part,the author puts forward some safeguard measures like increasing productivity,guaranteeing product quality,strengthening brand planning and increasing human resource security.This paper helps Y Firm to deal with its current problems in marketing strategy,which can be taken as a reference for similar liquor and spirits-making enterprises in China to improve their marketing.