| With the continuous progress of human civilization,science and technology are changing with each passing day,mobile internet is changing the way of life of the masses,and new economic forms are emerging one after another.The traditional marketing strategies of enterprises are increasingly unable to keep up with the new needs of rapidly changing customers.In order to solve the marketing problems of Z liquor company,this article has deeply studied the marketing strategies of liquor companies under the background of the Internet celebrity economy.In the past,the research on the marketing strategy of liquor companies mainly focused on theoretical research based on 4P theory.Under the new situation and new background,especially the current Internet celebrity economy,the research on the marketing strategy of liquor companies is insufficient.This paper uses the literature retrieval method to read,summarize,and organize the domestic and foreign literature related to the Internet celebrity economy and liquor marketing.At the same time,the interview method is used to conduct on-site interviews with the internal employees of the research object Z company,combined with the data of 173 questionnaires.In-depth analysis of Z company’s marketing status and the existing problems under the existing marketing strategy.The research results show that Z company has already had serious problems in product design,research and development,packaging,brand promotion,price setting,and channel construction.As a result,company Z,which was once the first-line team in the domestic liquor industry,was gradually defeated by new forces.Based on the integrated marketing theory,creative communication theory,and 4P marketing theory,this research analyzes the marketing problems of Company Z and gives marketing strategy suggestions based on real-time background,enriching the new applications of related theories in the context of Internet celebrity economy.At the same time,it provides theoretical support for company Z to make marketing decisions,and also provides reference for other liquor companies to get rid of marketing difficulties. |
