Research On Yedao Haiwang Liqour Marketing Strategy

With the rapid development of the national economy and society,the per capita disposable income has increased dramatically.People are no longer confined to satisfying the food and clothing problem.Instead,they begin to pursue a more healthy lifestyle.Health maintenance tends to be the prime concern in daily life.In 2016,China announced that the "Great Health" will be raised to the national strategic level,and the great health industry has become a rising industry in China,As a part of the great health industry,health liquor has been increasingly concerned and favored by consumers.Under the background of the Great Health National Strategy,the health liquor industry has gradually taken shape and many brands have emerged.Among them,Yedao Haiwang Liquor is a kind of health liquor created by Yedao Group,which has gained high consumer recognition and good market response,but the overall development is still in its infancy.As a local health liquor brand in Hainan,how to occupy a higher market share in the rapid development of health liquor industry is an important topie worthy of study for Yedao Haiwang Liquor.Based on the knowledge of marketing theory,this paper sorts out the main marketing theories and evolution process at home and abroad,summarizes the research situation of marketing strategy of health liquor and points out the emphasis and trend of the research on the marketing strategy of domestic health liquor.Combined with the development trend of health liquor industry,this paper briefly introduces Yedao group,analyzes the marketing situation of Yedao Haiwang Liquor based on the marketing strategy and market positioning of Yedao haiwang Liquor through 4Ps marketing theory,and points out its existing problems.PEST analysis method and SWOT analysis method are used to analyze the internal and external environment of Yedao Haiwang Liquor,pointing out its own advantages and disadvantages as well as external opportunities and challenges,establishing a SWOT analysis matrix.Then,based on the 4Ps marketing theory,countermeasures and suggestions are put forward from the following four aspects:demand-oriented product marketing strategy,price sttrategy of cost control,fast network channel strategy and social interaction promotion strategy.Finally,the guarantee measures for the implementation of marketing strategy are put forward.The possible innovation of this paper lies in the use of marketing theory to study the marketing strategy of healthy liquor industry and the selection of Yedao Haiwang Liquor as a case study,which enriches the case study in this field.