Research On The Cultural Marketing Of Shanxi Fenjiu

Currently, the liquor industry is facing unprecedented difficulties, shadows of"three public consumptions" limit, plasticizer storm, blending gate, original winepurchase gate, et. al. enveloped the entire liquor-making industry, all these gutsliquor-making industry, which is facing reshuffle and moving in confused wandering.Shanxi Fenjiu uphold the great banner of the "China wine soul" at this time,and use the power of corporate culture for marketing to create industry miracle ofFenjiu speed. The thesis mainly uses Shanxi Fenjiu cultural marketing as a successfulcase to explore the application of cultural marketing in liquor making industry.The thesis uses strategy analysis, marketing environment analysis,4P theory andother methods to explore the Fenjiu cultural marketing success, and uses comparativeanalysis, case analysis and other methods of inductive analysis tosummarize and analyze of the liquor industry marketing culture of the past and thefuture.Firstly, the thesis introduces the cultural marketing theory; next, analyzeschaos phenomena of liquor golden ten years of cultural marketing to summarize theLiquor industry marketing culture faces: homogeneity, overemphasis on history,pseudo-culture and decadent-culture prevalent, lack of industry standards and manyother issues; and then analyzed Fenjiu cultural marketing, which from three aspects ofstrategy, tactics and campaign. Strategic analysis mainly on Fenjiu recent strategy,medium-term strategy,,long-term strategy; tactics study on Fenjiu corporateculture, brand culture, marketing culture, and Fenjiu culture; The campaign, tells thestory of Fenjiu three events marketing campaign, store layout campaign and BrandChina campaign. Comprehensive analyzes Fenjiu successful application for culturalmarketing through analysis of three levels of strategy, tactics, campaign. Finally, thefuture of cultural marketing of liquor is summarized and prospected.The thesis finally summarizes: if the enterprise wants to obtain culture marketingsuccess, first, to be based in good faith; second, to explore on the history andculture deeply; third, to develop simultaneously on various forms ofpropaganda and culture; at last, to focus on the innovation of culture marketing.