Research On Marketing Strategy Of YL Liquor Co.,Ltd

Chinese Baijiu has a long history.Since the 2012-2015 official business expenses adjustment was limited in 2003,the number of Baijiu enterprises has declined.However,due to the upgrading of terminal consumption,gradual enhancement of consumers’ health awareness,development of Baijiu’s quality and flavor,Sauce-flavor liquor enterprises have a sharp growth trend and the external capital is pouring into this industry.YL company is one of them.Facing the competition pattern of "one super,two strong and many",how YL liquor industry can gain a firm foothold in the market and develop well is an important issue studied in this paper.Under the guidance of marketing theories and tools such as STP,4P,pest and SWOT,this paper uses the advantages of internal personnel to interview managers and conduct consumer questionnaire survey on old customers,and finds a series of problems existing in YL liquor industry: unclear positioning,lack of brand cultural connotation,chaotic price system,lack of systematic channel strategy and novel and effective publicity strategy,lack of professionalism of marketing team and lack of relevant talents.Then it analyzes the internal and external environment of YL wine industry and puts forward the optimization scheme of marketing strategy:redefine the positioning through STP analysis method-establish the first brand of Maotai flavor fashion full of artistic and human flavor;In terms of products,establish a product strategy focusing on core large single products and Fengtan wine to meet the personalized needs of customized wine;In terms of price,anchor the second and third echelons in the competition pattern and reduce them accordingly;In terms of channels,it focuses on partner fission mode,skipping channel providers to establish contact with end consumers directly,developing equity crowdfunding and business alliance mode,and building online applications and laying out new retail with the help of the advantages of technical teams in the basic team;In terms of promotion,establish a brand culture,tell the brand story well,and set up an offline high-value Baijiu experience hall to visualize the quality and level the competition,solidify brand and fan activities,and maintain circle customers with the help of brand activities;Learn the fan economy of hearty customers online,find opinion leaders to do a good job in community marketing,continue to create and promote content through new media platforms such as Tiktok,wechat and microblog,and make sales of closed altar products and customized high-end collection wines with the help of popular NFT technology.At the same time,in order to ensure the implementation of the new marketing strategy,this paper establishes an organizational structure suitable for the new model,formulates the corresponding operation system,reorganizes the existing marketing team structure,and formulates employee training plans and incentive schemes.It is hoped that this paper can put forward new ideas and suggestions for the marketing strategy of YL wine industry in the new era,and provide reference for the new brands of sauce wine industry in the layout of capital outside the industry.