"Healthy China" Under The Background Of Far Word Brand Guilingji Wine,Marketing Strategy Research

In recent years,the process of urbanization has been accelerating,the overall health demand is generally improved,the people’s health awareness is significantly enhanced,and the demand for health care industry is increasingly strong.In the third chapter Strategic Goals of the Outline of Healthy China 2030,it is pointed out that by 2030,the scale of the health industry should be significantly expanded,a complete and optimized health industry system should be established,and a number of large enterprises with strong innovation ability and international competitiveness should be formed to become pillar industries of the national economy.In Chapter 9,Giving Full Play to the Unique Advantages of Traditional Chinese Medicine,it is pointed out that non-drug therapy of traditional Chinese medicine should be vigorously developed to make it play a unique role in the prevention and treatment of common diseases,frequently-occurring diseases and chronic diseases,and the health project of in-process treatment should be implemented to combine the advantages of traditional Chinese medicine with health management.In October 2022,the report delivered at the 20 th Congress of the Communist Party of China pointed out that we should promote the inheritance and innovative development of traditional Chinese medicine,give priority to prevention,strengthen the health management of major chronic diseases,and improve the capacity of prevention,treatment and health management at the community level.At the same time,the disposable income of Chinese residents increases,promoting industry demand is released continuously.On the other hand,China is entering the stage of accelerated aging of population,and a large number of elderly people with consuming power will also actively drive the demand of the Chinese medicine health care market.Guangyuyuan was founded in the twentieth year of Jiajing of Ming Dynasty(1541AD),and has a history of nearly 500 years.It is now a model of traditional Chinese medicine enterprises in Shanxi Province,and became one of the first "China Time-honored enterprises" recognized by Ministry of Commerce of the People’s Republic of China in 2006.Guiling collection wine,is our Ming and Qing dynasties emperors "imperial holy wine",has been 450 years of history.The prescription used in this wine was listed as a national secret prescription in 1957,which is one of the core products of the wide reputation.In sharp contrast to the long history and culture and excellent product quality of Guiling Ji wine series products,Guangyuyuan has shown a weak state in the marketing process of wine products.Only by doing a good job in the marketing strategy of Guiling Jijiu series products can we provide a strong support point for Guangyuyuan in the increasingly fierce competition in the health industry market and help Guangyuyuan to rebuild its century-old brand glory in the era of state-owned assets holding.In this paper,Yuan brand Guiling Ji wine as the research object,collect and sort out domestic and foreign correlation research results,refer to various types of environmental analysis methods combined with the actual enterprise,a comprehensive analysis of the marketing status quo of Guiling Ji wine,using STP,4Ps and other marketing theories,in-depth analysis of the existing marketing strategy problems,put forward marketing strategy optimization suggestions and marketing support measures.The research idea of this paper is: find the problem-analyze the problem-solve the problem,based on marketing management theory,taking Yuanyuan brand Guiling Ji Wine as an analysis case,and centering on this series of products to carry out a comprehensive analysis of marketing strategy,enumerate the problems in detail,complete the cause analysis,targeted to develop scientific and feasible marketing strategy optimization suggestions,which has a certain pertinent;After consulting a large number of books,periodicals and papers on marketing,wine marketing and health wine marketing,the relevant contents were collected and sorted out,and the relevant contents were summarized and analyzed to provide an effective reference for the improvement plan of the marketing strategy of Yuanzi brand Guiling Ji wine and improve the scientific nature of the research;PEST analysis method and SWOT analysis method are adopted,the marketing status of far brand Guiling Ji wine is analyzed,and the problems and shortcomings of its marketing strategy are further analyzed.Combined with the 4p marketing theory to formulate feasible opinions on the optimization of marketing strategy of Guiling Ji wine.Through field research on the headquarters of Guangyuyuan Company,distillery,processing workshop,laboratory,offline stores,through forums,interviews and other forms to understand the actual situation,further enhance the practicality of the paper.This paper analyzes and summarizes many problems existing in the marketing of Yuanyuan brand Guiling Ji wine,and puts forward corresponding strategies,so that Yuanyuan brand Guiling Ji wine can be more perfect,scientific and efficient in the construction of future marketing strategy,and play a certain guiding role in the marketing process of Yuanyuan brand Guiling Ji wine.