Research On Marketing Strategy Of Shandong Lanling Co.Ltd

Market is the basis of the survival and development of an enterprise. In order to guarantee survival and development in the competitive market, the enterprise must establish market-oriented marketing strategies, which integrate the characteristics of the enterprise.Marketing strategies, as an important part of the strategies of an enterprise, ensure the implementation of the strategies of the enterprise. The establishment and implementation of marketing strategies plays a decisive role in adjusting the development of the enterprise to the change of the exterior environment.With the knowledge of business administration, especially the marketing theory and the theory of strategic management of enterprise, and over ten years' of working experience in the alcohol field, the author analyzes the interior and exterior marketing conditions of Shandong Lanling Co. Ltd. The analysis of the exterior conditions includes the analysis of the macroscopic environment, the status in quo of the market of the field and the model of five forces. The analysis of interior environment covers the analysis of resources and the status in quo of marketing policies. Through the analysis of the exterior and interior environment, the author aims to explore the threats and challenges that Lanling Co. Ltd faces, thereby paving way for the establishment and implementation of new marketing strategies.On the basis of systematic analysis, this paper presents practical suggestions for the revisions of the guiding principles of marketing strategies, target market, market positioning, famous brand strategies, competition strategies, marketing mix strategies and the assurance system of the marketing strategies. Yet the marketing strategy of Shandong Lanling Co. Ltd is a dynamic and complicated project. It can only be established and implemented after further exploration and research.