Research On The Optimization Of A Company's Liquor Marketing Strategy

In the current liquor consumption market of China,consumers have increasingly higher requirements for the quality and grade of liquor products,and their demands for brands and services have become stronger and stronger.The era of "consumption is king" in the liquor industry has arrived.At the same time,the number and output of domestic liquor companies above designated size have shown a downward trend,and the entire liquorindustry has entered a stage of squeezing growth.The liquor industry as a whole has fallen into a situation of overcapacity and stock competition.The competition among liquor companies has become increasingly fierce,sales and net profits have accelerated to the first-line famous liquor companies.Regional liquor companies have also been hit by the dimensionality reduction of the first-line famous liquor companies in China and the squeeze impact of the provincial famous liquor companies.In recent years,regional liquor companies similar to Company A have fallen into the dilemma of both sales revenue and net profit.The main reason is that there are many marketing problemsin the liquor market under the extremely fierce competition environment.Under this circumstances,the conservative marketing strategy proved to be unable to adapt to the new industry competition pattern.Therefore,taking Company A as the research object,it is necessary and realistic value to use marketing managementtheoryand analysis methods to study and optimize its marketing strategy.This paper takes Company A as the research object,uses the literature research method to consult a large number of literature materials,and systematically analyzes the current situation of domestic and foreign marketing and liquor marketing.By using a variety of methods to investigate,collect company A and competitorsrelated marketing data,and compare their marketing strategies and data.Based on marketing related theories,it analyzes and studies the current situation of Company A's liquor business,market positioning,marketing,and marketing strategies,and explores the problems existing in the current marketing strategies of Company A and the causes of these problems.Use the STP market positioning theory to reasonably subdivide and accurately locate the target market of Company A,and use the 4Ps marketing mix theory to formulate marketing strategy optimization countermeasures.This paper mainly conducts research from the following aspects: The first is to introduceCompany A,summarize and analyze the marketing environment of the liquor industry.The second is to analyze and summarize the current product marketing strategy of Company A from the four dimensions of product,price,channel,and promotion.By making market research,interviewing the relevant personnel and combining with the actual marketing situation,this paper puts forward problems such as unclear market positioning,lack of systematic pricing system,low channel operation efficiency,and mediocre promotion methods,and analyzes the reasons for such problems.The third is to accurately identify the target market,market segmentation,and market positioning for the company.Using the relevant marketing theories,it puts forward optimization suggestions from the four aspects of the company's liquor products,prices,channels,and promotions to form a relatively complete strategic combination.The specific optimization strategiesare as follows.At the product level,we must optimize the product structure,improve product quality,and reshape the brand image;at the price level,we must standardize the price system,sort out product price bands,and formulate a differentiated pricing system;at the channel level,we must upgrade and transform offline channels and strengthen online channel operation,integrate online and offline development;at the promotion level,it is necessary to optimize advertising strategies,increase investment in promotion expenses,and enhance consumer in-depth experience.This paper also made an in-depth discussion on the guarantee measures for the implementation of Company A's marketing strategy optimization.