Research On The Optimization Of Marketing Strategy Of Xifeng Liquor Company Hongxifeng Under The Tide Of Famous Liquor Revival

As a traditional drink with unique characteristics,profound cultural heritage and long brewing skills,liquor has great economic benefits in meeting the consumer needs of the public,promoting the development of related industries and increasing the national fiscal revenue,and it also has profound and broad cultural and social significance.Since2017,as the consumer income increase and the optimization of consumption preference,China liquor company number of decline,liquor consumers overall increasing demand for high-end liquor,so in the liquor market liquor production declined but the phenomenon of total profit is rising.It can be said that the domestic liquor market has entered the development stage of extrusion growth,the competition among liquor companies is becoming more and more fierce,the advantages of well-known liquor brand enterprises are getting bigger and bigger,and the competitiveness is gradually enhanced.As a well-known liquor brand in China,although Shaanxi Xifeng liquor has been rated as the four famous liquors,compared with Moutai,Shanxi Fenjiu and Sichuan Luzhou Laojiao,its position in the current industry is not high,and its market share and competitive strength need to be improved.Especially in 2019,Shanxi Xifeng liquor company implement "national,high-end" development strategy,mainly on behalf of Xifeng liquor high-end single magenta Xifeng,developed a series of development strategy and marketing strategy,but the marketing effect is not the preset ideal,therefore to optimize its marketing strategy,to improve the product marketing effect,realize Xifeng brand strategic Renaissance.This paper takes the tide of famous liquor revival as the background,takes the high-end product of Shaanxi Xifeng liquor Co.,Ltd.as the research object,based on the management and marketing theory,uses the literature research method and comparative analysis method,sorts out and analyzes the marketing strategy adopted by Hongxifeng products at the present stage,and puts forward the optimization scheme.The specific contents are as follows:Firstly,analyze the marketing strategy for the Hongxifeng products by Xifeng liquor Company,and summarize the existing problems;Secondly,the author uses the PEST analysis,the competition model,analyze the marketing strategy based on the aspects of market positioning,product,price,channel and promotion.The new idea of the paper is:based on the perspective of famous liquor revival,select the core single product marketing strategy of Xifeng liquor company.Through the research,it is expected to seek a characteristic high-end product marketing road for Hongxifeng products,provide ideas for the high-quality development of Xifeng liquor Company,and also provide reference for the development of high-end products of other liquor enterprises.