| With the further practice of market economy and market expansion for the Chinese alcoholic beverages in China, manufactures for Baijiu(Chinese alcoholic beverages) have nearly increased to38000from2000years throughout the mainland. Currently, there are still some8000businesses standing in the limited market after rounds of mergers and acquisition during the past decades. This has inevitably stirred up a violent competition with increasing introduction of new brads into the market available. Furthermore, there are more than hundreds of thousands of unit packages of alcoholic drinks, beer and wine annually imported besides sharp increase in domestic consumption of rice wine, and the taste changes in habits by alternative drinks among domestic consumers, which consequentially result in a decline of the demand for the alcoholic drinks and further severe test of the enterprises in this trade, especially the establishments that manufacture second-tier brands of liquor. Although K company possesses its own business culture as top brand of liquor, yet remains lower position in marketing competition for its products, which is somewhat troublesome and worthy of considerations for the organization to grow stronger in the market through enhancing the brand popularity. Therefore, it is important for the businesses to survive the market and gain an impregnable position in the competition by developing new products, creating new brand, integrating resources available, and effectively planning and executing corresponding marketing strategies.The current case-study was based on the marketing strategies for the alcoholic drinks of the K company to systematically investigate the relationship between a brand and marketing systems on the basis of marketing theory both at home and abroad, through on-site investigation on the resources supply, marketing channels and social environment, the actual manufacturing and the quality of the alcoholic drinks within the establishment. The results showed that there are problems of variety associated with the marketing management and orientation with the K company, and these knots are involved in improper consumer orientation, disproportionate distribution of middle grade and high end products as well as higher market share of the high end products. Our findings suggest that the K company shall better the market competitiveness for its products by improving the current marketing strategies, adjusting the segmenting, targeting and positioning(STP), rational pricing and product promotion, creating the channel of distribution, incorporating the cultures of traditional Chinese alcoholic beverages into the mass media, in particular, relying on the impact of the Internet and terminal mobile Internet on consumers, and strengthening the ensuring measures as well as roles of constructing more positive business cultures and vigorous marketing teams, in order to assist the establishment in access to the domestic position of high-end products in production and sales of the alcoholic beverages by developing a brand of state-class being embodies with cultures and model styles, and finally brings the dreams of generations within the organization into realization.This paper consists of six chapters in general. The introduction section describes the background, purpose and significance, content and methods with the research; Chapter two conducts a review on the principles of marketing and related analysis models used; The third section gives a brief introduction to the K company and description of the business with regard to its current marketing status and problems in sales besides analysis of the previous issues; The fourth chapter aims at the analytic statement on the domestic macro-and micro-environment for sales of alcoholic drinks; The fifth section puts forward some suggestions for the K company on improving its marketing strategies. The last chapter draws a conclusion on the research and indicates the problems remain to be determined. |
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