Research On Precision Marketing Strategy Of W Company’s High-end Liquor

How to achieve precision marketing for high-end liquor has always been an important frontier research and practice problem in the field of liquor.Previous research mainly focused on products,prices,channels and promotions.The purpose of this thesis is to further optimize the precision marketing strategy of W Company’s high-end liquor by using STP theory,4C theory and customer portrait theory to ensure the implementation.This research adopts the literature research method,case study method and interview method,and takes the problems encountered in the implementation of W Company’s high-end liquor precision marketing strategy as the theoretical perspective.Through reviewing the literature,case studies and the oral content of the interviewees,this research analyzes their marketing environment,explores the causes of the problem status,and reveals the problems existing in the implementation of W Company’s high-end liquor precision marketing strategy.The thesis found that the implementation of precision marketing strategy for high-end liquor of W Company has problems such as inaccurate market segmentation,ignored consumer demand,high cost of customers to buy liquor,and inconvenient product purchase.STP theory and 4C theory can be used to optimize the precision marketing strategy for high-end liquor of W Company,mainly including accurate analysis and research of consumer demand,reduction of purchase cost Accurately provide convenience and timely two-way effective communication.The optimization and implementation of precision marketing mix strategy for high-end liquor of W Company are guaranteed from four aspects: technical guarantee,talent guarantee,system guarantee and cultural guarantee.The theoretical contribution of this thesis is to further enrich the theoretical research on precision marketing based on the STP theory,4C theory and customer portrait theory,focusing on the high-end liquor products of W Company,and highlight its applicability and guiding significance for precision marketing of liquor enterprises.On the one hand,through the research on the precision marketing strategy of high-end liquor of W Company,we found the problems in product marketing and management,and found the root causes of the problems,so as to solve the problem of dynamic marketing of high-end liquor currently faced by the company.On the other hand,through the analysis and further solution of the company’s high-end liquor precision marketing strategy at the current stage,it can play a certain reference role for the promotion of the whole Chinese liquor industry.