Study On The Marketing Strategy Of "Blue Classic Series" Chinese Baijiu Of Company YH

At present,our country has become the second largest consumer market in the world.The huge consumer demand and stable political environment have brought valuable development opportunities to the Baijiu industry.Chinese Baijiu industry has entered a mature period of slowing growth and differentiation and concentration.This industry has shifted from relatively stable incremental competition to squeezing stock competition.First-and second-tier Baijiu companies have sunk into the market and seized the third and fourth-tier market.local Baijiu companies are also trying to keep their bases while doing everything possible to promote the process of occupy the national market,so the competition is unprecedentedly fierce.YH Company is a famous Baijiu company in our country.It once went from being on the verge of bankruptcy to the top ten in the industry and then to the top three.The Sharp Sword deep distribution model has also been criticized,which shows that it faces new problems in marketing that need to be studied and needs to be explored and improved.Therefore,studying how to formulate a 4P marketing strategy to change the predicament is of great practical significance to YH Company.This paper takes the "Blue Classic" series Baijiu marketing strategy as the research object.First,it combs the development history and current competition pattern of Baijiu industry,the domestic Baijiu marketing research and the situation that Baijiu enterprises need to improve their marketing strategies under the new situation.Then,the survey was conducted on Baijiu consumers,YH sales staff and YH dealers.Through the investigation of YH sales staff and YH dealers,we learned that there are problems such as too long product line,aging of some products,price inversion,inconsistent online and offline prices,confused channels,too few experience stores,unclear advertising characteristics,and lack of new media.Through consumer research,we learned the decisive factors for consumers to buy Baijiu,and consumers’ views on YH’s products,prices,channels,and promotions.Next,make full use of the analysis methods of marketing,including PEST theory of macro environment analysis,five force model of industry environment analysis,SWOT analysis method of situation analysis,and carry out market segmentation,target market selection and market positioning.Finally,the 4P strategy combination of product,price,channel and promotion is proposed to change YH’s current problems.This paper believes that YH Company should reduce the product line in terms of products,focus on large single products,improve the quality of Haizhilan,and shape the brand image;in terms of price,straightened out the price system by controlling goods and prices,and unify the selling price online and offline;In terms of channels,we will build a dealer model with distinct main and auxiliary functions,and vigorously build experience stores to increase customer stickiness;in terms of promotion,advertising should highlight the advantages of production areas and characteristics,and effectively use the combination of promotion methods led by new media.This paper not only has guiding significance for the development of YH Company and solves the current marketing problems,but also can provide certain case inspiration for the innovation and development of other Baijiu companies.