Research On The Marketing Strategy Of MGW Company In Inner Mongolia

In recent years,with the gradual change of people's consumption concept from economic type to enjoyment type and the maturity of e-commerce technology,liquor enterprises have welcomed new development opportunities.Many liquor enterprises want to take this opportunity to develop,leading to more and more fierce competition in the industry.Facing the opportunity and challenge,whether the liquor enterprises can find the target market position and make the targeted marketing strategy becomes the key whether they can maintain the competitive advantage and obtain the sustainable development.Based on the theory of modern marketing,this paper analyzes the marketing environment of MGW.This article focuses on the local enterprises' perspective on expanding the regional market,and studies MGW's marketing strategy in Inner Mongolia.Based on the theory of modern marketing,this article analyzes the marketing environment of MGW,studies the current marketing strategy of MGW,and after exploring the characteristics of Chinese liquor market in Inner Mongolia,subdivides and selects the target market,puts forward improvement plans and safeguard measures for marketing,hoping to provide reference for the marketing strategy optimization of MGW and other Chinese liquor enterprises of the same type.This article is divided into six parts.The first part is introduction,which introduces the research background,research significance,domestic and foreign research status,research content and research methods,etc.,and clarifies the research direction of this thesis.The second part is an overview of relevant theories,covering the basic concepts and theories,and providing an important theoretical basis for thesis writing.The third part is about the analysis of MGW's marketing environment,the brief introduction of MGW,its products and its internal environment,using PEST theory and Porter's Five Forces Model to analyze the external macro environment and industry competition environment of the enterprise.The fourth part is the analysis of the present situation and problems of MGW's marketing strategy in Inner Mongolia.Through the analysis of the operation of the current marketing strategy,it is found that the problems of MGW's marketing strategy include the lack of market segmentation in Inner Mongolia,unscientific product mix and packaging design,the neglect of demand and competition in pricing mode,insufficient channel development and insufficient publicity and promotion.The fifth part is the improvement suggestion on MGW's marketing strategy in Inner Mongolia,and according to the above analysis,this part subdivides Chinese liquor market in the Inner Mongolia based on geographical characteristics,consumer age and usage of Chinese liquor theses three aspects,positioning MGW Chinese liquor in the middle and low grade market,then puts forward some suggestions to optimize the product structure and image,adjust the product price and maintain the price system,perfect the channel network and strengthen the maintenance,and carry out the promotion activities for consumers.The sixth part is about the safeguard measures for MGW's marketing strategy implementation in Inner Mongolia,from perfecting marketing management system,strengthening marketing talent training and reserve,establishing feedback mechanism of market research,fulfilling corporate social responsibility to establish a good brand image and ensure the smooth implementation of marketing strategy.The last part is the relevant conclusions based on the previous discussion.