The Marketing Strategy Research Of The Golden Camel New Brand In Baotou Area

In recent years, there are a lot of complexities and uncertainties in the development ofChina’s liquor business. Facing the reality of increasingly fierce market competition in theliquor industry, if the Golden Camel new brand of Baotou Camel wine company wants togain a foothold in Baotou liquor market, making effective marketing strategy has becomean important problem in reality.The paper analyzes China’s liquor industry’s development, problems and trends byusing specific data of liquor industry in our country; mainly concludes that our countryliquor industry is in a state of monopolistic competition, and that the liquor products isbecoming upscale and branding. These conclusions are the industry background factors ofCamel wine company launching Golden Camel new brand. Then by investigating liquordealer in Baotou, this paper draws conclusions that Baotou liquor market is Golden Cameland Hetao striving for the competitive landscape, but Golden Camel’s performance inhigh-end market are poor, which is the environment background factor of Camel winecompany launching a new brand of Golden Camel.This article, for the first time, introduces lifestyle marketing theory into the liquorconsumer lifestyle research in a specific area for practice; establishes a new brand targetmarket strategy model and improves the approach of demographics variables usually usedin liquor market segmentation, making the result of segmentation more scientific andcredible. This paper uses the AIO scale, which is the most widely accepted in the field oflifestyle marketing, to design the questionnaire; and measures liquor consumer lifestylecharacteristics in Baotou using the data obtained from600copies of questionnaires. Byusing lifestyle analysis to describe the market segment approach, this article uses datamining technology to divide Baotou liquor market into four sub markets, which areeconomy-practicing type, success-confidence type, being-sociable type and quiet-leisuretype. According to comprehensive analysis of four sub market characteristics, Camel wine company objectives and capabilities and liquor market competitive landscape in Baotou,this paper concludes that the Golden Camel new brand’s target markets aresuccess-confidence type and being-sociable type. So as to reach the final conclusion of thetarget market strategy, that is, the new brand market should position at upscale liquorwhich can be consumed to satisfy the consumer features and value level from the friendparty, business dinner party, celebration of festivals and other special occasions. Thus thenew brand stands in stark differences with the original Golden Camel brands.On the basis of the work above, this article taking4Ps marketing strategy combinationas the main line, analyzes the Golden Camel new brand in detail from four aspects ofproduct, price, place and promotion; then, focusing on the new brand, puts forward somespecific countermeasures and suggestions on how to develop e-marketing and microblogmarketing, which innovatively combines the traditional4Ps with the new emergingmarketing strategies.In the process of article writing, this paper uses a large amount of charts and analysistools and models, such as: PEST Model, Porter’s Five Forces Model, relational model ofMaslow’s hierarchy of needs and the liquor consumption hierarchy of needs, Ansoff gridproduct/market expansion, Product pricing model, etc., and descriptive analysis, factoranalysis, reliability analysis and clustering analysis method in data mining techniques. Thewhole thesis involves multi-disciplinary knowledge such as marketing, strategy andmanagement. The article expects that the thinking and analysis methods in the process ofwriting can play certain reference significance for liquor enterprise developing marketingstrategy.