A Study On Marketing Strategy Of A Liquor Ltd.

China is the birthplace of making solid distiller’s yeast, and owns unique technologyof making liquor in the world. Liquor has a history of thousands of years, and isfavored by popularity. Since time immemorial, liquor is not only important source ofgovernment’s tax revenues, playing an important role in politics, economy, diplomacyetc., but also carries five thousand years of Chinese civilization and culturalconnotations profoundly. Liquor market as a whole tends to a perfectly competitivemarket along with continuous development and expansion in China, in which producthomogenization of small&medium enterprises and marketing model similarphenomenon are more serious. Modern marketing strategic management practicekicks the tires, in addition, blindly copying foreign experiences and practices result inconsumer decreasing loyalty and market shrinking share, which are threatening toliquor enterprises’ survival and development. Talent showing itself, taking priorityamong fierce market competition is a difficulty to these enterprises. In this paper, ALiquor Ltd., a regional liquor enterprise was taken as an example. Internal andexternal environment and consumers’ orientation were studied by modern marketingtheory, the conclusion that liquor consumption is driven by consumers’ preferences&culture hosted by the brand itself was obtained. According to that conclusion, marketre-position that liquor products were endowed the new brand personality withopenness, wisdom, and diversification of Qi culture to build top grade brand ofbusiness and political banquet liquor starting from our relatively mature provincemarket was framed. In this way, under the guidance of the4P’s theory, a sound mixedmarketing strategy was formulated in terms of product, brand, channel, price andpromotion strategy roundly. Thus a method about solving such marketing strategyproblems would be provided to enterprises alike.Background&signification of research were introduced firstly in this paper, andmarketing strategy theory&analysis methods were described, which was followed by combining Company A’s marketing situation and problems consumer surveys,questionnaires etc., external environment and internal conditions studied deeply byusing tools such as PEST analysis, Michael Porter’s Five Forces Model analysis, andinfluence factors were anatomized profoundly by using SWOT analysis. STP theorywas adopted to adjust market object&product positioning dynamically, and thenmarketing strategy got more and more prefect. Finally, New marketing mixingstrategies were tried out, and measurements&methods from the sight of governancewere brought to ensure the mixing strategies implemented smoothly.