Optimal Design Of Marketing Strategy Of Jinshiyuan Wine Industry Under The Environment Of "Internet +"

With the development of new information technologies such as the Internet,big data,and artificial intelligence,the development model based on "Internet +" has become a marketing trend in various industries.For traditional enterprises,it is particularly critical to realize the "Internet +" upgrade of corporate marketing and enhance their market competitiveness.The average annual output of liquor in my country exceeds 10 million tons,which plays an important role in national economic construction and fiscal taxation.Under the fierce market competition and the vigorous development of the Internet economy,although Jinshiyuan Wine Industry maintains a certain competitive advantage in unique products,how to promote the stable development of the company is a key issue that needs attention and research under the new normal.It mainly includes what kind of problems exist in the current company’s marketing strategy and how to formulate a reasonable development strategy according to the actual situation of the enterprise.From the perspective of integrated development of Internet economy and traditional economy,this thesis takes Jinshiyuanjiu as the research object and integrates PEST and Porter five Forces model to analyze its current marketing environment,and summarizes its marketing strategy with 4P.On this basis,questionnaires were designed and distributed to consumers by using questionnaire survey method,and interviews were conducted for relevant sales personnel.A total of 500 questionnaires were distributed,and 472 effective questionnaires were recovered with effective recovery rate of 94.4%.Based on the questionnaire and the actual situation of jinshiyuan wine industry,this thesis analyzes the product strategy,channel strategy,price strategy,promotion strategy and brand strategy.The research found that the main problems of the marketing strategy of shiyuan wine industry at present include the lack of hierarchical positioning in product design,high dependence on single channel,lack of integrity in price positioning,lack of coordination in promotion methods and lack of distinctive characteristics of brand personality.Based on the investigation and specific analysis of marketing strategy optimization,combined with the relevant characteristics of the current wine industry consumers,this study puts forward that consumer product marketing strategy optimization can be divided into product differentiation management and regional market positioning;Sales channel strategy optimization includes traditional channel expansion,expanding online "Internet" sales channels and nationwide marketing,expanding channel length;Product pricing strategy optimization includes "Internet" integration of resources,creating low cost and strict control cross,establish reasonable prices;Promotion strategy optimization includes "Internet" fragmentation promotion and network promotion based on the Internet;Brand strategy optimization includes strengthening brand personalized value and "light" asset mode to build brand industry platform.Finally,according to the results of the product marketing optimization strategy of Jinshiyuan,the thesis respectively predicts the asset structure,operating cost and brand value from three aspects,and puts forward the safeguard measures.In order to ensure the healthy and stable development of shiyuan wine industry in the "Internet +" economic background.