Xifeng Liquor Brand Marketing Strategy Analysis Speeialty:Business Administration

Shaanxi Xifeng Group is an old company in Chinese liquor-making industry. These years the liquor-making industry develops rapidly with intense competition. Many liquor-making companies launch high-end liquor products to gain a competitive advantage. Red Xifeng is a high-end core product of Xifeng Group. It is very necessary to get a comprehensive analysis of its marketing strategy.This paper provides an analysis of the macro environment Chinese liquor-making industry, including the overall characteristics, the change of related policy and law, macro-economic conditions, social and culture factors and industry technical level. Then we analyze the competition in the industry from alternative, potential entrants, suppliers, buyers and industry. This paper states the present status of liquor enterprise brand strategy. We use "4Ps" theory to point out problem of Chinese high-end liquor industry marketing strategy based on product, price, promotion and place. The paper uses SWOT model to analysis Red Xifeng and gives advice about product strategy, price strategy, place strategy and promotion strategy. Finally, the paper lists safeguard measures of Red Xifeng marketing strategy combined with the characteristics of high-end liquor market.We try to achieve the following goals. First, we want to guide reasonable brand marketing strategy of Red Xifeng using marketing theory. Then, we want to provide appropriate competition strategy for new brands under the condition that high-end liquor industry has been monopolized by famous liquor brands. Finally, by studying, we hope to normalize the competition landscape of liquor industry and make it healthy.