Market Strategy For Yedao Lugui Liquor

The histories recorded of China already had several millenniums about the health care liquor, But the health care liquor profession grows strong also is in recent years matter.Since 2001, the Chinese health care liquor market capacity by the unprecedented year 30% speed growth, in 2004 the market aggregate capacity nearly 5 billion Yuan, has emerged coconut Yedao Lugui liquor,Jing liquor,Zhizhonghe,Qinong,Ningxiahong and so on the well-known brand. At the same time has the multitudinous well-known white liquor and other profession brand capitals successively also in abundance enters the health care liquor market. The market competition become more and more intensive,but now there is not a leadership brand in china,the industry is a unstable state.Yedao Lugui liquor have made great success in health liquor market in recently.What are the key successful factors? There is no doubt that it has important practical significance for the research of the thesis to this event.Fist,the thesis analyses the external environments of Yedao Lugui liquor and the present health liquor industry based on lots of detailed data,and then it makes a systematic analysis to the competition structure of health liquor industry and its main competitors who are the most important of five forces,and it finds out the opportunities and threats of external environments,it also makes an analysis to Yedaos internal condition to find out its strengths and weakness.Second , based on the research of internal and external environment of Yedao Lugui liquor,it points out Yedao Lugui liquor market strategy:then analysis the five kinds of Yedao important market strategy:product strategy,price strategy,place strategy,promotion strategy,brand strategy.brand strategy,which based on the author work experiences for Yedao,and collect lots of fist-hand market informations.Finally,author evaluate the market strategy with AHP model and get to the key successful factors for Yedao Lugui liquor,The result of the model is that the key successful factors for Yedao Lugui liquor in market is promotion strategy, then place strategy, brand strategy, product strategy, price strategy at last. From the outer and inter environment analysis, it can be deduced that the two kinds of main strategy can help Yedao use the resources advantages and reduce the threats from the environment,and help Yedao build up strong market capacity. So Yedao have to put the market resources into promotion strategy, place strategy, at same time unite three minors market strategy.