Research On The Marketing Strategy Of G Liquor Company’s High-Grade Product "Yi Hao"

Nowadays,the rapid development of social economy has led to the gradual improvement of people’s living standards,so consumers’ demand for liquor products’ brand culture,quality,price and grade has also gradually increased.Therefore,in order to adapt to the market changes,liquor brands constantly upgrade their products to cope with the rapidly upgrading consumption level.Due to the particularity of the brand advantage,the national culture accumulated in history and the rarity of high-end liquor,the sales volume of high-end liquor can still be guaranteed even in the gloomy period of the liquor industry.High-end products focus on high-end,rare,extreme and other highlights,and become the growth point of economic benefits of the industry.This paper takes the high-end product "Yihao" of G Liquor Company as the research object,uses the 4P marketing theory,investigates and analyzes the existing problems in the marketing of "Yihao" product,and tries to put forward relevant marketing strategy suggestions.This paper mainly conducts research from the following aspects: First,the brief introduction of G Liquor Company and the industry development trend: the liquor industry tends to be high-end and brand-oriented;Secondly,questionnaire survey and internal interview were used to conduct a comprehensive and systematic investigation on the marketing status of "Yihao" products from four aspects: product,price,channel and promotion activities.The survey found that: in the aspect of "Yihao.com" marketing,there are problems such as weak brand strength,product quality needs to be improved,inflated official pricing,single sales channel,lack of offline channel management,online channel does not play its role,advertising investment is not targeted enough,and the depth of immersive experience is insufficient.Three from product,price,channel,promotion four aspects put forward the optimization advice,main optimization strategy: emphasis on improving the quality of the products,product repositioning,strengthening brand construction and product after-sales service,standardized pricing mechanism and upgraded offline channels,propel the development of the whole channel integration,strengthening the immersion depth of experience marketing,etc.Finally,the paper puts forward some safeguard measures for implementing the marketing strategy of G Liquor Company’s "Yi Hao" product.