Research On Marketing Strategy Of Z Liquor Company Under The New Retail Background

Baijiu,as a unique liquor in China,is one of the traditional drinks in our country.It has a wide range of consumer groups,profound social basis,and a huge market share.And Anhui is one of the main liquor market in China,liquor industry has always been "east does not enter Anhui,west does not enter Sichuan" as the saying,so we can see the prosperity and fierce competition of Anhui liquor market.Anhui has a large number of liquor enterprises,with about 550,among which 112 are above the scale and 4 are listed,accounting for 21% of the 19 listed liquor companies in China(Excluding Wenwang tribute wine,formerly by Fenglian holding,now by Laobaigan),annual production ranks top 10 in China.Anhui is also a big consumer of liquor,with a liquor market volume of about 25 billion yuan.Moreover,with the increasing openness of the market,Anhui liquor companies are also facing competition from brands outside the province,such as Yanghe in Jiangsu province and Maotai in Guizhou province.Z liquor is one of the four listed liquor enterprises in Anhui province,and also the second largest liquor enterprise in Anhui province in terms of market share.It has a wide range of consumer products,the most typical of which is the Kouzi cellar liquor.It's facing the great market competition pressure,especially in the middle end,the high-end market.Therefore,innovating marketing strategy becomes the inevitable choice of Z liquor development.The arrival of the new retail era provides a clear direction and favorable conditions to innovate marketing strategy for Z liquor.Based on this,this article starts from the market marketing strategy of Z liquor in the new retail era,takes Anhui market as the research object,to carry out the research.Apart from the the introduction and conclusion,it has five parts: The first part is the introduction of relevant theories,introducing the theoretical context of scene marketing and experience marketing,and analyzing the background and connotation of new retail.The second part first introduces the basic situation of Anhui liquor industry from the perspectives of market overview,competition pattern and marketing environment,then describes the main characteristics of Anhui liquor consumers,analyzes the direct competitors and substitutes of Z liquor in Anhui market.The third part analyzes the Z liquor marketing present situation and the problems existing in its marketing from the four aspects: product brand,product price,distribution channels,sales promotion strategy.The fourth part is the optimization Suggestions of Z liquor marketing strategy in Anhui in the new retail era,and the corresponding suggestions and countermeasures are put forward from the perspectives of product strategy,price strategy,channel strategy and promotion strategy.The fifth part is the implementation guarantee measures of Z liquor marketing strategy in Anhui in the new retail era,including strengthening the construction of marketing team under the new retail environment,attaching importance to the construction of marketing system under the new retail environment,and strengthening the construction of enterprise culture under the new retail environment.Through this research,I hope to put forward new ideas and suggestions for the marketing strategy of Z liquor in the new retail era,and also hope to provide reference for other similar liquor enterprises in the province.