Jiangsu Yanghe Group Marketing Strategy Research

Many enterprises compete acutely in liqueur trade because of its maturation. Yanghe Da Qu, produced by Yanghe Group, is one of the eight famous brands of old liqueur in china. This thesis studies on the Yanghe Group.It analyzes the macro environments, industrial environment , customer and competitors, and grasps the present condition and the trend of the liqueur trade, competition structure, customers' intention,customers'behaviors and group characters.It also analyzes the internal conditions of Yanghe and finds the shortcomings of business management, specialy in markting. Combing to the study on the envionrment and the major competitors, it concludes the strengths and weaknesses of Yanghe Group has, and the opportunities and threats that it faces. This thesis also discusses and designs the marketing strategies with emphasis. It delivers the marketing tactics, such as product and sevice tactics based on customer's wants and needs, cost or price tactics, Integrated Marketing Communications, channel or convinence tactics and salesman management tactics, aiming to do some good to the markting of Yanghe Group.