The Present Margin The Company's Liquor Marketing Strategy

Recently, as the brewery consuming quantities gradually lowing down, the brewery industry has become more and more competitive in our country. King's Luck Brewery Corp. Ltd., one of the national large-scale main brewery production bases, has met across some potential difficulties for its stable healthy and sustainable development because it's marketing tactices still remains in production-oriented not consumer-oriented even the company has gotten some good sales performances.In this paper, the author firstly introduces our country's brewery industry developing survey and analyzes the inside and outside marketing environments of King's Luck Corp.; Secondly, the brewery marketing are segmented and the target marketing of the company are choosed; Lastly, basing on the 4P's and 4C's marketing theories been specifically by most companies, this paper combines 4P's and 4C's theories, considering some successful cases, from the point of satisfying the consumers' requirements, cost, convenience and communication, and states the tactices of production, price, segmenting channel, promotion and branding culture of King's Luck Brewery Corp. in detail.