Liquor Marketing Strategies Based On Consumer Behavior

China is one of the famous countries in the world with a long history of liquor making. Liquor as a traditional drink with alcohol had been one thousand years ago in china,the culture of Chinese wine has a 5,000 years history. Since the Chinese character was found, there was the record of liquor. So the consumption and production of liquor has several thousands years history and liquor has been a unique and popular drink with alcohol in china, and created a glorious culture of Chinese wine. China has a vast population and a broad market, thus liquor consumption owns a considerably potential market in China. The liquor industry is one of the traditional pillar industries of Chinese national economy.By the Chinese reform and open had been deepened, the enterprise marketing mechanism established, as a traditional industry, Chinese alcohol industry has entered into the condition of over-offering after a long duration of rapid development, In which the products have so less difference. Moreover, along with the change of the consumer consumption concepts, the liquor consumers trended to a rational choice, and the occurrence of replacements, What's more, as the foreign wine entered into our market, liquor sales have been gradually declining. the market share of liquor has become smaller and smaller, apparently, liquor stands in a serious situation,the competition among the liquor enterprises was intensified. At modern marketing situation the traditional consumer goods how to deal with the intensified competition was attached in liquor business. So, a study of the marketing of the liquor enterprises will be of profound realistic and historical significance.The article used the theory of PEST on the analysis of the factors that influence the liquor market in terms of macro environment. The macro environment includes the factors like law, economy, society, humanities technology, environment, etc , analyzed the competition environment of liquor market by the five force theory model. At the most important in this essay, based on the analysis of consumer consumption behavior theoretically, adopts liquor as the research object and analyzes consumption behavior as a foundation in order to satisfy the consumer demand. According to the empirical research methods of random sample, PCS are analyzed logically and normally. The concrete study, taking AIO lifestyle variables as the foundation of market segmentation, demographic variables as input variables and consumer attitudes variables as the describing factors of consumer behavior, makes subdivision of the liquor markets so as to comprehend the consumption features of various market segmentation and offers relative marketing strategy and advice.The research conclusion suggests that every measure contains favorable credibility and effectiveness, also, according to different consumer attitude variables, consumers can be divided into different consumer groups which has direct impact on their modes of liquor consumption. As long as the liquor sellers make in-depth analysis of different consumer groups as well as apply different marketing strategy, can they survive and develop in the glut market that the competition being very intense.