Marketing Strategy Of Chinese High-end Liquor Market

At present, there are 38,000 big and small samshu enterprises of our country, so many brands dismember the consuming groups on the limited market, and the fierceness fought for can be well imagined. In addition 720,000 cases of foreign wine flows into the whole country every year, and the substitution of beer, fruit wine, the domestic proportion in drinks consumption of samshu drops day by day. The country began to impose the compound duty on the samshu trade in 2001, in addition, the price of the grain went up, the entreprise cost of samshu increased, the profit was reduced greatly , the samshu trade has entered one of adjusting, begin to overcome the excess production capacity , state miscellaneous , for overly asking of brand. Numerous samshu enterprises, in order to extricate oneself from a predicament on the advanced samshu market while beginning to march one after another, the fierce fight appeared too on the "unpopular advanced samshu market "in the past. Compared with cruel competition fact, the marketing of the samshu trade is still at the starting stage, a lot of marketing theories have not got very good application in the samshu trade. To this current situation, this text passes the collection of the materials, the combination of thoery and practice, it aim at for in last one's own opinion by samshu development of tomorrow.it is can make one's own some contribution of for samshu trade not of our country when " suffering the very grave" not to hope.The full text includes six chapters of text. Chapter one introduction, has summarized the current situation of the Chinese samshu industry at present, an existing marketing school , have analysed existing problem, the purpose , method and structure to explain writing of the thesis. Chapter two competes for three respects and carries on environmental analysis to the samshu trade from macroscopical environment, consumer's market, trade. Then find out the opportunity that the Chinese samshu trade exists and challenge that faces at present. Chapter three, through different index to in samshu market notadvanced subdivide going on, then study how to subdivide the choice and localization of the market. Chapter four from the products and price, it is with packing, promoting in brand and can't distribute, culture and advertisement.etc. respect of four pieces to of samshu trade not advanced carry on marketing tactics research of. Chapter five combines the case and discusses the advanced samshu marketing tactics in China. Chapter six is a brief summary to the full text.