| Shenyang L wine co.LTD. Is a sino-foreign joint venture of famous liquor enterprise,is the nation’s first joint venture of liquor-making industry. L wine has since created after350 years, the brand has a long history, once brilliant performance. Development up to now,however, L wine market environment has great changes have taken place, on the one hand is the prosperity of national economy significantly improved living standards, consumer demand for wine is no longer limited to a single liquor products. On the other hand is more perfect, the liquor market channel sales more convenient, coupled with TV, Internet and other media advertising increased, L liquor companies face enormous challenges and competition in the market. L wine is a household name in shenyang area of liquor brand,business momentum, the sales volume continues to rise. In spite of this, L company if you want to in the future market competition to survive and sustainable development, must adjust their marketing strategy to adapt to the current market situation, so as to cope with the potential risks and opportunities.This paper takes shenyang L liquor companies as the research object, to the enterprise marketing strategy and marketing status quo of the current study, the information collected by inductive analysis, and combined with L company’s current market environment, the problems existing in the analysis summary L company marketing strategy, and the corresponding improvement Suggestions are given, good for the construction, maintenance,development of good old L wine brand, to solve the current marketing dilemma, realize the recovery and revitalization of the old enterprises has important practical significance.This article mainly from the following six aspects: the article expounds the: chapter 1introduction, mainly expounds the relevant research background, research ideas, methods and research framework, points out that the marketing strategy planning theory and practice value. Chapter 2 L liquor company marketing strategy related theory summary.Chapter 3 L liquor company case analysis, this paper mainly introduces basic situation of the shenyang L wine co., LTD., the marketing environment, and SWOT analysis, from two aspects analyzes the opportunities and challenges that L wine companies face the externalenvironment, are analyzed from the aspects of advantages and disadvantages of two L wine company facing the internal environment, on the basis of the analysis of L wine marketing strategic direction of the company. Chapter 4 points out that L wine company in shenyang area marketing strategy, the present situation and the existing problems based on product,pricing, distribution, promotion, relationships, and network marketing present situation analysis, found the problem of the current marketing strategy. Chapter 5 L liquor companies marketing strategy improvement Suggestions, previous text analysis as the main basis, from the product, pricing, distribution, promotion, relationships, and network of this a few aspects corresponding specific improvement Suggestions are put forward.Chapter 6 shows the implementation of safeguards for the marketing strategy and the expected results, it also analyses the expected effect of strategy. |
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