Research On The Marketing Strategy Of National Standard Wine Of G Wine Group In Guangdon

Chinese liquor brewing history has a long history,and in recent years,with the development of the economy and the improvement of consumption levels,the concept of "drink less,drink better" is deeply rooted in people’s minds,with more high-end,healthier selling point of sauce spirits liquor began to shine,showing its strength.G Wine Group,located in the core region of sauce wine,is the second largest wine enterprise in Maotai town,and in recent years has taken advantage of the east wind of sauce wine fever to enter the fast lane of development,with a production capacity of over 10,000 tons,tax revenue of over 10 billion,and a brand value of over100 billion.The Guangdong market is the number one market for G Liquor Group,and the national standard wine is the largest single product for G Liquor Group,with sales exceeding 4billion yuan in 2021,contributing more than 40% of the group’s revenue.2022 has seen the impact of the economic downturn,the impact of the epidemic,and the soy sauce pullback period,forcing the soy sauce market to enter a new phase of development.The industry is also facing a market environment with both opportunities and challenges,and is facing marketing challenges.It is worth exploring how to develop differentiated marketing strategies for products,prices,channels and promotions to sell mid-to high-end liquor products,achieve stabilization and rebound,and find a way to take off in the fierce market competition.In this paper,we have conducted an in-depth and detailed market survey of the liquor market by reviewing large literature,and analyzed and researched GB wine in conjunction with marketing theory to identify the problems in its marketing process.By using PEST and SWOT analysis tools,we analyzed the critical situation and strategic opportunities faced by GBL from three aspects:macro environment,industry environment and micro environment,and developed a differentiated marketing strategy suitable for GBL from four aspects: product,price,channel and promotion.From the product strategy,including the upgrading of product packaging and product quality,packaging design rejuvenation,diversification of degree taste highlighting the soft sauce,etc.;from the price strategy,through the adjustment of the pricing strategy of the retail end of each region,to build ERP system to strengthen price control and price stability;from the channel strategy,with an omnichannel perspective,integration of online and offline multiple channels,the introduction of " Internet+" thinking,pay attention to online marketing,optimize the supply chain,and enhance the customer experience by taking the digital intelligence experience center of big health products as the carrier;from the perspective of promotion strategy,adopt differentiated promotion strategy,put into practice the "manufacturer with one heart,create and share together,enjoy the pleasure,and win together in the long run",and appropriately increase In terms of promotion strategy,we will adopt a differentiated promotion strategy,put into practice the concept of "manufacturers working together,creating and sharing together,enjoying pleasure and long-term win-win",and appropriately increase the investment in new media and local media to strengthen the brand communication with temperature into consumers’ minds,in order to make GB wine stand out in the cruel Guangdong market.