Research On Marketing Strategy Optimization Of Guotai Liquor Company

Liquor is an important product of Chinese historical culture,and also the main commodity of modern consumption market.As the economy of our country maintains constant growth,the liquor industry has entered the extrusion growth stage after having experienced the golden decade development period.Liquor consumption market also presents the situation of quantity and price rising.Famous domestic brands such as Moutai,Wuliangye and Yanghe have formed a state of perfect competition.With the increasingly prominent role of new media in liquor marketing,Guotai Liquor industry,which relies on the development of offline channels of distributors,is also faced with the optimization of marketing strategies.This paper uses literature research,investigation and induction to form the following research results:(1)Using the 4P theory to analyze the status quo of the marketing strategy of the Guotai wine industry.In terms of product strategy,the product coverage of the target customer group is insufficient,and there is a lack of new products with The Times;Price strategy of the overall price is high,the channel price is confused;In terms of channel strategy,dealer channel stability is not strong enough,and online channel development is not enough.In terms of promotion strategy,there are some problems,such as excessive promotion policies of traditional dealers,insufficient promotion of network channels,and unprominent key content of propaganda.The main reasons lie in the inaccurate analysis of products and customer groups,the lack of interactive scenes in marketing promotion,the lack of delivery of healthy drinking culture,and the lack of overall marketing planning.(2)Under the guidance of STP theory,market segmentation and target market selection are carried out from geographical standards,consumer gender,age,price level,consumption scenario and flavor,thus forming the market positioning of Guotai wine industry: Mainly in the middle and high-end liquor consumption market,on the basis of young and middle-aged customers,to extend to the young group,the "health wine" culture to the consumer market,based on the core production areas of Maotaixiang liquor,to create a new Chinese famous wine.(3)In the optimization of marketing strategy,it is proposed that: in the aspect of product strategy,the product structure is optimized based on five levels: low level,middle level,middle level,middle level and high level;According to the market survey,launch products that meet the latest market demand and cross-border integration products.In terms of price strategy,we should improve the price system,timely adjust the prices of main products,formulate differentiated pricing system,standardize dealers’ price management,and formulate price adjustment strategies.In terms of channel strategy,we should improve the construction of offline dealer system,promote the construction of offline terminal channel network,strengthen online channel marketing cooperation,and promote all-channel integrated development.In terms of promotion strategy,the media matrix of Guotai wine should be constructed,and offline service terminals based on digital intelligence experience center should be established.The advertising and publicity methods should be improved,new media communication input should be increased,and healthy drinking culture publicity should be highlighted.