Research On Marketing Strategy Optimization Of Lanling Wang Liquor Based On Market Segmentation

Lanling Liquor Co.,Ltd.has a long history and is a liquor enterprise that has grown up in the current Internet environment.However,with the increasingly fierce competition in the liquor industry and the continuous entry of alternatives such as red wine,beer and foreign wine,Lanling Wang Liquor,as a product developed by the group at the beginning of its establishment,has always been the main product of the group,and its marketing strategy is no longer suitable.In the current market,operations have encountered new challenges.In order to adapt to market changes,the Group had to rethink and formulate new market strategies.By consulting the relevant literature,this thesis conducts an in-depth and detailed investigation of the liquor market,and analyzes and studies the Lanling Wang Liquor under Lanling Liquor Co.,Ltd.in combination with the marketing theory,so as to find out its role in the marketing process.With its marketing strategy as the research content and market segmentation as the theme,through the study of marketing strategy,marketing,STP theory and other related theories,the knowledge of marketing strategy lays a theoretical foundation for the research,and through the study of Lanling Liquor Co.,Ltd.and Lanling Liquor marketing,the research conducts field investigations,collects first-hand information,and lays a data foundation.Using PEST environment analysis and Porter’s five forces analysis model,the external environment and market competition situation of the industry are determined,and the SWOT analysis was carried out according to the existing marketing model and main products,and the pain points of the marketing strategy of Lanling Wang Liquor were put forward;Use STP market positioning to analyze its problems in market segmentation,and explore the main reasons for the problems are the management concept,the lack of attention to market segmentation,and the lack of professionals;based on the 4Ps marketing theory,in-depth analysis and research on the marketing strategy of Lanling Wang Liquor,subdivided the relationship between consumer use,consumer age and consumer position and liquor,the marketing strategy is divided into four stages:product strategy,price strategy,channel strategy and promotion strategy.Put forward optimization suggestions for Lanling Wang Liquor.Finally,in order to implement and promote the optimization strategy smoothly,four safeguards are put forward:optimizing the internal system and process of the enterprise,creating a new marketing organization and model,adopting modern operation tools such as blockchain,and implementing the human resource optimization mechanism.This research is expected to provide practical suggestions for the optimization of the marketing strategy of Lanling Wang Liquor of Shandong Lanling Liquor Co.,Ltd.,and also provide some reference and inspiration for other similar products of liquor enterprises.