Research On The Optimization Of The Marketing Strategy Of M Company’s Mei Xiaotian Brand

China’s drinking culture has a long history,and nowadays the scale of the alcoholic beverage market is unprecedentedly large.With the rapid development of human economy and society,the standard of living is constantly improving,and consumers’ requirements not only for product quality have reached an unprecedented height,but also for the use of consumer goods are constantly subdivided.At this stage,there are more and more brands of alcoholic beverages,and several old products are dominant.With the development of society,the main consumer of the market has also changed,and the high-speed development of the Internet platform has given birth to a new life,new products and new markets.If companies do not develop new ideas and discover new opportunities,they will be eliminated by the market.In this paper,we studied a series of brand marketing activities for M’s "Plum Sweet" brand of plum wine.We analyzed the consumer trends and current consumer perceptions of the entire low-tide wine industry,combined with theories of marketing strategy,and conducted a specific analysis and planning of marketing promotion.This study firstly reviewed the theoretical basics of marketing strategy and relevant analysis tools models,mainly the current status of domestic and international research,brand marketing theory,marketing environment analysis theory,and market segmentation theory,which provided the theoretical foundation guarantee for the development of marketing strategy.A specific analysis of the internal and external market environment faced by the brand of Mei Xiaotian was conducted,followed by a questionnaire survey on the actual performance of the products of Mei Xiaotian and similar brands in the market.From the results of the analysis,we can conclude that in recent years,the structure of consumer demand has been refined,and plum wine is sought after and loved by the post-80 s,post-90 s and post-00 s groups to varying degrees,and the consumption power of this group is also rising;and there is still huge room for improvement in the company’s internal management,product positioning and marketing strategy.In terms of market competition,in the face of the emerging opportunities of structural changes in the current low-tide wine market,where traditional foreign brands have not yet fully established themselves in the market and domestic brands are blossoming,Mui Xiaotian brand should fully explore its own advantages,precisely find its brand positioning,reshape its marketing system and marketing management model,and stand out in the Chinese low-tide wine market,which has not yet completed forming a stable pattern.In terms of marketing strategy,M should target the low-tide wine market,divide the product’s target market into several different markets according to the differences in consumer needs,behaviors and habits,and create high-,mid-and low-end products.This study finally landed on the four aspects of brand positioning,brand communication,brand sales,and brand management to develop a brand marketing mix strategy for the Meixiaotian brand.Finally,in order to guarantee the implementation of the plum small sweet brand marketing strategy to the ground,the implementation guarantee measures are also proposed in terms of capital,quality,technology and culture.This paper not only has a guiding meaning for M’s plum sweet brand marketing strategy,but also can provide certain case inspiration for other kinds of brands,how to go about market segmentation,precise marketing and efficient marketing in the current economic and social environment.