Research On The Optimization Of Marketing Strategy Of Shandong Laihe Wine Industry

Liquor market in China has great potential for development and still has room for development.However,the market competition between liquor brands and product sales agents is becoming increasingly fierce.Chinese liquor marketing companies need to guard against the pressure of the same industry and the influence of liquor brands in international market.Under the pressure of fierce market competition,innovative marketing strategy can bring more stable market competition advantages to liquor companies,especially for liquor companies in the fifth and sixth tier,formulate accurate marketing strategy is a solid foundation for further development of enterprises.In this paper,the objective conditions of the liquor industry were closely combined to analyze the liquor industry.The common problems are analyzed.Based on the basic marketing theory and long-term experience,the macro-environment of liquor industry was analyzed,and the market competition conditions were evaluated.Apply SWOT analysis.The advantages and disadvantages as well as opportunities and risks in liquor marketing are analyzed.The key problems of liquor marketing were sorted out.On the basis of 4Ps theory,a detailed marketing strategy optimization plan is drawn up from four aspects:product,price,channel and promotion.In addition,it is also expected to bring practical experience to other small and medium-sized liquor companies and provide useful reference for the formulation and improvement of their marketing strategies.The research of this paper consists of seven levels.The first part summarizes the background and practical significance of this study,and puts forward its own research ideas;The second part outlines the specific basic theories used in this study;The third part analyzes the current situation and existing problems of Laihe marketing.The fourth part analyzes the marketing environment of Laihe liquor industry;The fifth part is the application of STP basic theory and 4Ps basic theory to optimize laihe liquor marketing strategy,formulate product strategy,price strategy,channel strategy and promotion strategy.The sixth part clearly put forward the guarantee measures of marketing strategy of Laihe liquor,involving organization guarantee,personnel guarantee,system guarantee and technical guarantee;The seventh part summarizes the research results and puts forward specific prospects.It is hoped that the research of this paper can help liquor companies to improve their development and marketing concept realization ability,and provide certain reference for similar companies to seek their own development route.