Study On The Liquor Marketing Strategy Of Tenggeli Liquor Company

China's liquor market over the years maintained a momentum of rapid development, however, the overall product oversupply and the competition is fierce; the situation has yet to form a national monopoly, but the concentration is increasing rapidly. How to enhance the marketing ability is no doubt is the focus of the survival and development for liquor companies. Gansu Tenggeli Wine Food Co., Ltd. is a typical small liquor enterprise, to study its marketing strategy has certain significance not only for the competitiveness of Tenggeliand development, but also on the marketing practices of similar companiesFirst, this paper analyzed the development and the status and competition patterns of the domestic liquor companies, and then proposed new brand of Tenggeli Liquor product positioning through SWOT Analysis and STP analysis without affecting the context of existing products and furthermore, the paper analyzed as per the 4Ps in details the pricing and distribution as well as the promotion strategy of its main product line and found suitalble marketing strategy for Tenggeli series of liquor and finally, the paper proposed relevant safeguarding measures for the marketing strategy against the characteristics of the liquor industry.This paper seeks to achieve the following objectives:first, to guide the marketing practices and specific marketing designing of the Tenggeli liquor by the use of marketing theory and methods; Second, to learn from successful liquor business experience and then design marketing strategy system so as to end the situation of disorderly competition in the liquor industry for the small and medium enterprises, in order to have the liquor sales to run on the healthy and orderly development track; Third, to supplement the deficiencies of the relevant study and solve the actual problems in the practice by the actual application of marketing theory in the marketing practice.