| The 21st century is a rational-concept-oriented era in which the individual characteristics of consumption are more and more overtly formed and meanwhile a scientific, sound and culture-loaded marketing uptrend is to function as the mainstream. Moreover, the relevant governmental policy and the readjusted market structure of the alcohol industry also bring influence on the development of the alcohol industry which is in the crucial stage. The alcohol industry nationwide has developed into a competitive stage of high level that will make the competition much more intensified. In the present context, it is highly concerned in the alcohol trades that how the alcohol industrial entities will make effective determination to pursue the advantages and evade the disadvantages aiming at rapid progress in the resuscitation of the whole industry.After many years' efforts, Jiannanchun Corporation was listed in the best three alcohol industrial entities in China. In 2004 the corporation started the second stage of development in which its experience of successful management and operation is valuable for the enterprises of the same trade. In the following text Philip Kotler's market management theory is employed to analyse the marketing strategies of Jiannanchun Corporation, especially the ones that perfectly satisfy the customers (customer-satisfaction-based marketing strategies) and also some suggestions of possible value are given.In the five major parts:The first part as introduction offers the study background, literature collections at home and abroad as well as the purpose, the significance and the main topics of this dissertation.The second part analyses the exterior surrounding of competition, namely the survey of the trade.The third part is an analysis of the interior environment of the corporation.The fourth part makes a close analysis of the corporation's marketing strategies.The final part gives some suggestions to solve several problems of the corporation. |
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