Research On Marketing Strategy Performance Of Maotai Prince Wine In Guiyang Market

Since reform and opening up, the market economy of China is constantly improving, liquor-making industry competition is increasingly fierce. Maotai, this is known as China’s "national drink" brand has a long history, in the heart of americans can’t shake the status of supreme. Competition between enterprises in recent years, the liquor, and a series of policies to adjust to a certain extent caused the restriction on the development of liquor-making industry. Therefore, in order to seek survival and development, liquor enterprises need to further improve and innovative marketing strategy, improve and optimize the marketing performance, and to obtain competitive advantage in the fierce competition and further development, in an impregnable position.This paper based on the Moutai Prince,Firstly,analyzes the macro environment and micro environment,secondly analyzes the marketing mix strategy, once again, through the questionnaire and the analysis of the key factors affecting marketing activities(enterprise itself, suppliers, intermediaries, competitors, customers and the public) and marketing performance evaluation index system of comprehensive satisfaction(financial, customer, dealer, market competition and marketing innovation),and then makes an empirical analysis by SPSS,construct comprehensive satisfaction evaluation moutai prince wine marketing performance evaluation function,and maotai prince liquor enterprise marketing activities through the analysis of the correlation between the main key factors and its marketing comprehensive performance evaluation index of performance satisfaction correlation, marketing and integrated marketing performance satisfaction. Through the analysis,the following conclusions: 1. The moutai prince liquor enterprise marketing performance overall satisfaction mean value of 3.7858,according to the weight computation of marketing performance comprehensive satisfaction value of 3.487, below the average overall satisfaction marketing performance. 2. The main factors influencing moutai prince liquor enterprise marketing activities,customers,competitors,and three factors of enterprise itself did a good job, and moutai prince face more competitors, competition,competition ability is strong, is fierce competition environment. The public,traders and dealers the three influence factors and poor performance. 3. The moutai prince liquor enterprise marketing performance influence factor of the correlation between customer satisfaction and overall marketing performance is stronger, maotai prince sales enterprise marketing performance evaluation indicators of satisfaction had obvious correlation between overall satisfaction and marketing performance. Finally,according to the result of empirical analysis, for moutai prince provide suggestions to improve the marketing performance.