Research On The Improvement Of H Company High-end White Spirit Marketing Strategy Based On "7PS" Theory

In recent years,the Chinese white spirit industry has changed from high speed development to deep adjustment,and then to the overall recovery of the industry.The consumption trend has also changed from government consumption to business consumption.Since 2018,white spirit has seen a growth trend in its operating income,profit and unit price.In white spirit Consumption upgrading environment,white spirit enterprises adjust and improve the original marketing strategy,and enhance market share is imminent.Firstly,this paper takes H company of Tangshan branch of shibajiufang as the research object,and builds the satisfaction model of high-end white spirit marketing strategy of H company based on the "7Ps" marketing theory.Through expert scoring and qualitative analysis,the weight of each index is determined,and the first-hand data is obtained through the consumer questionnaire.Combined with the fuzzy comprehensive evaluation method,the maximum membership degree of H company’s marketing strategy satisfaction is established.After integrating the marketing strategy satisfaction model with the sales terminal interview,the author finds the existing problems and deep reasons of H company’s marketing strategy.After finding the problem,the author analyzed the macro environment of white spirit industry by PEST analysis.Porter’s five forces model is used to analyze the industry environment of Tangshan market;Then it analyzes the competitive environment and internal environment of H company.Based on the above environmental analysis results,this paper makes a SWOT analysis on H company and determines the marketing strategy of H company.After the marketing strategy is established,the target market selection and market positioning of H white spirit are carried out by STP theory.Finally,this paper uses the marketing strategy and market positioning,with the help of "7Ps" marketing theory,this paper puts forward the improvement measures of H company’s marketing strategy.This article studies the marketing strategy of H company’s high-end white spirit white spirit,which helps H company better seize the opportunity of white spirit upgrading and enhance the competitiveness of H.Meanwhile,it explores the way of combining white spirit enterprise and 7Ps service marketing theory,providing reference for similar enterprises to solve similar problems,and also provides reference for future related academic research.The possible innovations of this paper:(1)in terms of research content,the research object selected in this paper is the Tangshan Branch of shibajiufang.Therefore,the research and analysis of white spirit company’s marketing strategy in the municipal market is probably the innovation of this article.(2)In terms of research theory and method,the marketing strategy satisfaction evaluation model based on 7Ps theory and AHP-Fuzzy comprehensive evaluation method may be the innovation of this paper.