Sichuan Tuopai Follows Co., Ltd., The Present Research Of Liquor Sales Achieve Breakthrough Growth

Over the years, Tuopai has developed and expansioned from a workshop to a state-owned enterprise, from a common brand to a famous brand, from a small one to large-scale one. It has formed its own competitive advantages and characteristics, and this advantage has been partially transformed into market advantage, and has continuously improved the company’s core competence.As the company was impacted by the liquor consumption tax policy adjustment years ago, we have processed the structural adjustment of products and gradually abandoned the traditional marketing advantage of low-grade liquor, the company’s market expansion rate and sales growth have significantly lagged behind some peer companies. Learn advanced marketing models from the the same industry, innovative marketing model, improve decision-making mechanism and incentive mechanism, rational planning of product structure, strengthen market management, channel construction, terminal maintenance, and realize the breakthrough of sales increase is the most important issue currently.In order to find the way to realize the breakthrough of sales increase for Tuopai, the author has been analysing the practice of successful enterprises, doing the empirical research, and trying to sum up the experience of the same business. In this paper, the author has studied the depth in all aspects from the present situation of the marketing and used the SWTO theory to analyse deeply the advantages and disadvantages of Tuopai development, analysing the subjective and objective factors which have affected and restricted sales growth, then identifying its trouble. To meet the consumer’s demands and take the market economy as the rule to use the Michael Porter’s Five Forces Model and marketing theory, and to give full play to Tupai’s advantages, to bring forward the marketing innovation and development, the theories should be based on practice. Based on the foregoing analysis, the author aims at Tuopai in brand development, marketing planning, marketing execution, and other issues, propose to meet consumer’s demand, subject to the criterion of market economy, innovative marketing model, and establish the research and development centers, to implement the high, medium and low-grade brand series brand strategy, the responsibility, authority and interest mechanism. abandon traditional marketing concepts, "eco-marketing", "quality marketing" concept, adhering to the "people-oriented", "altruism management", "integrity management", to improve the marketing management system and incentive mechanism to standardize the marketing process, implement a comprehensive information technology management and control. Monitor the marketing process, hard-assessment, impact assessment; strive to realize the sales for RMB 4 billion, profit of RMB 1 billion in next three years, and the comprehensive strength ranks the top six.