Research And Analysis On Marketing Strategy Of A Liquor Enterprise In Internet Era

With the slowdown of domestic economic development and the introduction of new traffic regulations,as well as new policies to limit three kinds of public consumptions,the liquor industry is currently facing the fierce competition in recent years.On the one side,due to adjustment of the domestic industry,“overcapacity” has led to a mandatory restriction on liquor production and increased pressure of the liquor industry.On the other hand,for the companies,the positioning of many winery products is unclear,and especially the marketing strategy is not compatible with the rapidly changing market.Because of high production cost,it is difficult to meet the changing and personalized needs of consumers.In the Internet era,how to flexibly apply the new concept and ideas of this era to liquor marketing has become the focus of attention.This paper takes A liquor enterprise as case study,firstly by literature review and field investigation,it has introduced the company.Based on theories of 4P,network marketing and STP,it has analyzed the A liquor enterprise's external environment in detail.by the SWOT analysis it has found out the company's advantages and disadvantages,the opportunities and threats.By analysis of the company's current products,price,place and promotion strategies,it has pointed out the company's current marketing problems.The new choice of the standard market and the new orientation of the product are described.in the current Internet era,under the guidance of the development thought of the Internet,the product-centered product,price,channel and promotion are deepened,and the formulation scheme of the company's marketing strategy is put forward in order to optimize its marketing strategy in an all-round way.Finally,specific safeguard measures are proposed to make the marketing strategy smoothly implemented for A liquor enterprises.This study makes clear practical application of marketing strategy,which is of great significance to the better development of enterprises.Through the case study of the A liquor enterprise,it is emphasized that if the enterprise wants to achieve stable and long-term development,it must be able to use the marketing strategy effectively,build long-term development goal,and continuously improve the marketing and operation ability through scientific and effective marketing strategy methods to obtain thecompetitiveness of sustainable development.