Research On The Marketing Strategy Of Wuliangye Specialty Store

From development trend,the long cycle of the Baijiu industry’s structural boom has not changed in China.While it gravitates towards dominant brands,enterprises,and producing units.Squeeze growth has become main melody and tune among industry development and the competition is getting fiercer.The total amount of Baijiu consumption is decreasing,and the competition for stock continues to intensify.The drinking population base is gradually declining and the amount of alcohol consumed per capita continues to decrease.As consumers’ living and consumption standards continue to improve,more attention is paid to the sense of experience in consumption.Franchised stores are the vantage point for liquor brand publicity,group purchase retail,and membership operation.In 1995,Wuliangye Company took the lead in proposing the concept of "Baijiiu franchised store" in the Baijiu industry to sell products and publicize company’s culture.In the face of the addition of a large number of similar competitors and the emergence of e-commerce in the Internet era,Wuliangye franchised stores have been impacted to a certain extent.Although Wuliangye franchised stores continue to expand,the situation of stores in different regions is uneven.Therefore,how can Wuliangye franchised stores break through fierce competition and improve the store service experience has become a key issue.Through research on the marketing strategy of Wuliangye franchised stores,this paper analyzes the marketing strategy of Wuliangye franchised stores in multiple dimensions from the existing industry environment and the environment inside and outside the store,combines the consumption behavior and consumption methods of target consumer groups,and uses theoretical knowledge of marketing to scientifically,rationally,and effectively formulate marketing strategies for Wuliangye franchised stores.Through analysis of the PEST,Porter’s Five Forces Model,and SWOT Models,Wuliangye’s marketing strategy was optimized by using 7Ps and experiential marketing theory,research and exploration of marketing strategies suitable for Wuliangye’s franchised stores in the new era and operation methods that need to be changed urgently,and protective measures for strategy implementation were proposed.The results of this paper show that under complex and fierce industry competition,Wuliangye franchised stores enhance their competitive advantage in the market through strategies such as enriching product portfolios,introducing new business models,building a cloud store membership system,optimizing store classification layout,optimizing promotion strategies,strengthening store talent training,and enhancing the sense of service experience.With quality as the core,Baijiu marketing innovation is carried out around brand service,providing a practical basis for Wuliangye’s marketing strategy,and also providing a reference for baijiu industry.