Marketing Problem Analysis And Countermeasures Research On Liquor Products Of The LJ Company

Chinese people’s consumption of liquor is a double emotion and substance. Liquor, not just a consumer, it is a special carrier of Chinese culture. Drinking is a way of expressing emotion inherent way of life and the Chinese people. This process slowly brings the concept of consumers as well as different cultures, consumers liquor consumption has gradually become more rational. On the choice of liquor brands and types have more autonomy, which is a liquor production enterprises unprecedented change and competition propellant. LJ is well-known liquor manufacturers, after years of development, the industry has occupied the top five brands ranked. By the end of 2012 the country set off a burst of "anti- waste of public funds, anti- public funds, to eliminate waste of public funds to entertain behavior " craze. This is a typical representative of the domestic high-end liquor liquor LJ terms is a big blow, since the way to the introduction, the company has seen sales of liquor is not a small degree of decline. Seeking new situation liquor marketing strategy, the company is already LJ imperative reforms.The study is divided into six chapters. First, briefly addressed the basis of this research topic, significance, domestic liquor industry status and development of marketing and studied architecture; second chapter introduces the main theories and methods, the main contents include concepts and classification introduced liquor, wine marketing-related theory; Chapter III describes the domestic liquor industry environment, LJ operating status of the company’s business and market share situation; Chapter IV of the problem analysis section analyzes the content as the main reason for the management company under the new situation LJ liquor sales decline, carried out 12 provinces and cities nationwide wide range of consumer willingness to investigate and identify the crux of the matter; then as countermeasures against the problem; Finally, the main conclusions of this study with the next prospect.Liquor sales fell under the new situation, the problem is not just LJ pressing issues facing the company, but also the whole industry is facing the same liquor producers. In this study, the company’s standing in the perspective LJ, through detailed investigation to find out the current lack of data and LJ improvement strategies for the management of the company, which also has a reference to other liquor manufacturers.