Research On Cultural Marketing Strategy Of A Liquor Company

In the past,people flocked to "drinking old wine and drinking special wine",but in recent years,with the differentiation of Chinese consumer groups and the rise of young consumer groups,"drinking cultural connotations,drinking atmosphere,and chatting about brand stories" have gradually become new characteristics of drinking.Sichuan is one of the main markets for domestic liquor,with a number of well-known domestic liquor brands,including A liquor company.In recent years,in the fierce market competition,A liquor company has continuously adjusted its strategic positioning and adopted differentiated marketing strategies,gradually winning the love of consumers.However,affected by the external marketing environment and changes in consumption trends,the revenue growth of A liquor company in the past two years has been poor,the influence of brand culture has weakened,and the cultural marketing strategy is single and lacks adaptability.After research,it is found that the cultural marketing strategy of A liquor company mainly includes the following three aspects: 1)there are problems such as insufficient extension of brand name connotation,brand slogans that are not deeply rooted in the hearts of the people,lack of diversity in brand story content,and lack of physical IP around brand culture;2)there are problems such as single appearance packaging around culture gene,insufficient transmission of old wine concept culture,and unaltered in healthy drinking culture trends in product culture;3)there is a single model and fewer offline experience activities in terms of experience culture.The rapid development of society is bound to cause changes in people’s consumption habits,so if A liquor company wants to further win the recognition of customers and rank among high-end liquors,it is necessary to optimize the liquor product culture,brand culture and experience culture to increase customers’ sense of identity with liquor brand culture.Therefore,the innovation of cultural marketing strategy has become an inevitable choice for the development of A liquor company.This paper takes the cultural marketing strategy of company A liquor company as the starting point,combines the results of the liquor consumer questionnaire survey,and uses relevant marketing knowledge such as marketing science and consumer behavior to study the cultural marketing strategy of company A.First of all,the marketing environment of Company A is analyzed from the four aspects: policy environment,economic environment,industry environment and consumption environment,and the necessity of A liquor company must optimize its cultural strategy.Secondly,the relevant information of liquor industry,company A and 213 questionnaires are combined to analyze the current situation of company A’s product,brand,and experience culture marketing,and summarize the main problems of company A’s cultural marketing strategy.Finally,through the use of 4Cs theory,digital marketing theory and experience marketing theory,Propose the cultural marketing optimization strategy of Company A.Brand culture promotion mainly focuses on doing a good job in digital platform publicity and telling brand stories,creating cultural and creative physical IP to enrich the brand image,and strengthening consumers’ mental brand concepts;product cater to new trends to launch a series of new products and change liquor packaging appearance for young customers;from experience part,it is important to enrich the liquor cultural experience scene,respect for individual optimization service culture,create a convenient culture from the terminal supply.This paper further enriches the application of cultural marketing theory in liquor industry,and provides a new cultural marketing perspective for other liquor companies.