| Liquor industry,as one of the most important industries in China,plays an active role in economic promotion,employment stability and cultural development.There are many liquor-making enterprises in China,and the industrial policy is constantly adjusted.The competition among enterprises is becoming more and more fierce,which is more manifested in the competition of differentiated marketing strategies,especially in the competition of differentiated advertising strategies.The research object of this paper is J Wine Company’s advertising promotion strategy,that is,how J Wine Company to accurately locate the product audience,combined with Internet thinking,through online and offline interactive advertising promotion strategy with consumers to rapidly improve the company’s brand awareness,to achieve double sales growth year after year.This paper combines the 41 theory of marketing and the "scenes theory",The individuation,interestingness,interaction and benefit of J Wine Company’s advertising strategy were analyzed.By analyzing the comparison between the advertising strategies of J liquor companies and traditional liquor companies,the problems of their advertising promotion strategies are pointed out:The advertising density is lower than the market average,the advertising promotion audience is too narrow,the advertising promotion strategy is easy to be imitated by peers,and the "brand+activity" advertising promotion strategy is scattered.And put forward the following suggestions for improvement:moderately increase the investment cost of advertising,release the limited scope of advertising promotion audience,increase the frequency and scope of advertising promotion,and select the "brand+ activity" mode that can be standardized and promoted.Through the close combination of theory and practice,for the transformation of domestic traditional liquor industry and small brand enterprises the development of provides experience of advertising promotion strategies that can be used for reference. |
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