Low-end Liquor In Hunan Rural Marketing Strategy Research

There is the greatest number of consumer groups in the world in our country's rural market, the number of people of which is 90% of the total number of one in our country. Especially, because of the influence of policy concerning farmers, rural areas and agriculture production since reform and open, rural economy has developed fast, the income of farmers has been increasing steadily and level of rural consumption has been promoting gradually. Owing to the farmers' strong desire to raising living conditions and improving living quality, the rural areas is rich in great consume potentialities and immeasurable business opportunities. The rural residents' consumption in Hunan, a great agricultural province, has had considerable potential purchasing power; therefore, the rural consumption has become a significant thing in the whole province.Affected by dual economic model in cities and rural, the spirits market has formed typical dual organization in cities and rural, and in high or middle-grade and low-grade market, which is reflected in pattern of transaction, structure of channel and behavior of consumption. Fierce marking competition and regional characteristics of alcoholic consumption would make market segmentation the main trend of marketing in spirits market.Hunan is a province which consumes a large number of spirits and produces a small number of spirits. The potentiality of middle or low-grade spirits market in Hunan rural is great. In connection with investigation of middle or low-grade spirits market in Hunan rural, market environment and consumers' behavior characteristics, this paper picks Liuyang River as an evidence, segment market and pick target market; based on rural demand of consumption, analyzing marketing orientation of middle or low-grade spirits, marketing strategies of middle or low-grade spirits market in rural are studied from four aspects—product, price, promotion, place.