A Research On Marketing Strategy Of Hunan Liuyanghe Liquor Industry Co., Ltd

During the recent years, the sales of domestic wine are rising, while the sales of Liuyanghe Liquor Industry Co., Ltd are declining. The development of the company slow down by the variaous problems, such as the marketing problem, unclear strategy objects, the incordiance of marketing with the market needs. This paper takes Liuyanghe Liquor Industry Co., Ltd as the research object, and analyzes its marketing strategy.Firstly, from the beginning of research background and the realistic value, the marketing environment of the company is analyzed. Based on the SWOT analysis, an accurate marketing positioning and a better brand strategy is needed for the future strategic development of Liuyanghe Liquor Industry Co., Ltd. Secondly, an overall strategy plan is designed following the basic strategic direction. The Liuyanghe Liquor should position at the38degree and48degree, median priced strong fragrant liquor, and target consumers are urban consumers and sub-urban consumers. Considering the brand positioning, Liuyanghe Liquor is positioning at the party drinking and presents. Meanwhile, Liuyanghe Liquor Industry Co., Ltd should implement emotion appealing strategy and brand mix strategy. Thirdly, a marketing mix is planed from the aspects of prices, products, places, and promotions. Lastly, the guarantee instructions of the marketing strategy including perfecting the internal management are provided, and the expected effects of the strategy are also analyzed.The marketing strategy provided by this paper is instructive for the other companies, especially for those without the background of cultural marketing experiences and competitive advantages to plan their own marketing strategy.