Shanxi FJ Group High-end Liquor Marketing Strategy Research

As a unique liquor in China,liquor has a long history.In addition,the brewing process of liquor is also the most distinctive part of traditional Chinese skills.It has a unique brewing process and complex production process,and is also a treasure of traditional Chinese skills.The liquor industry is a national restricted development industry.Under the background of the current period of in-depth adjustment,it is of great significance to carry out relevant research on how the marketing strategy can0 keep up with the needs of the development stage of enterprises,so as to promote the long-term and sustainable development of enterprises.Shanxi FJ is one of the eight famous wines in China.It is famous for its fragrance.Over the years,it has successively launched well-known liquors such as FJ,Xinghua Village and Zhuyeqing.After years of marketing strategic layout,FJ’s marketing network layout is nationwide,and its brand value is gradually increasing.At present,in the face of the younger generation of consumer core groups,how to optimize the marketing strategy is of great significance for Shanxi FJ,which is in a period of deep adjustment,to improve its core competitiveness and enhance the scientificity and rationality of the marketing strategy.As the main product of the enterprise,Shanxi FJ high-end series Qinghua FJ has not performed well in the market in recent years.This article uses rich literature and analyzes the data,and summarizes the current development status and problems of the liquor market.At the same time,using the marketing knowledge I have learned,I analyzed the adverse factors affecting the development of FJ high-end liquor market,combined theory with practice,found the problems existing in Shanxi FJ high-end liquor marketing strategy,and put forward some suggestions for the improvement and improvement of FJ high-end liquor marketing strategy in the future.Practical and persuasive suggestions and opinions provide the support of marketing strategy for the overall development of Shanxi FJ.Starting from the development status and policy background of China’s liquor market,this article first introduces the research background and significance of topic selection,and introduces the marketing theory and the overview of the research status of domestic and foreign scholars on liquor marketing.Later,focusing on the high-end liquor products of Shanxi FJ Group,we investigated the current situation of Shanxi FJ Group’s marketing strategy in the field of high-end liquor marketing through interviews and investigations.At the same time,through the analysis and examples of the annual report and public data of liquor enterprises,we analyzed the current situation,problems and problems of Shanxi FJ Group’ With the marketing strategy application of STP theory,4PS theory,PEST theory,Porter Wuli model,etc.in Shanxi FJ Group’s high-end liquor as the core,we try to put forward marketing strategy optimization suggestions applicable to Shanxi FJ Group in terms of products,prices,channels and promotions,and at the same time extend the target At present,the marketing solutions for high-end products in the whole liquor industry provide guidance and suggestions for the marketing of brands in other liquor industries.Finally,summarize the conclusions and shortcomings of the study,and put forward prospects for the follow-up research.