The Marketing Strategy Research Of MOUTAI BJJ Company

KWEICHOW MOUTAI WINERY(GROUP) HEALTH WINE CO.,LTD.Committed to build the first brand in the Chinese high-end health wine,In the contention of high-end Moutai-flavor liquor market share.At present,its main product is BJJ.Faced with increasingly fierce market competition and the rapid development of BJJ, how to establish a management service platform, and gradually improve the strong network advantages, the network edge, product advantage, brand advantage, has become the major issues that must be addressed. This article seeks through a comprehensive analysis of the Chinese wine market and BJJ, the correct choice to promote the further development of strategic and tactical, consolidate and improve overall innovation, and provide theoretical guidance for the early completion of corporate goals.This article is to China’s wine industry BJJ’s market opportunity and existing difficulties based on current macroeconomics, costumer status and competition of other companies. A tactic-marketing project is provided in this article, which is, to establish’BJJ Rite line’, enhance research and development, activate brand promotion, strengthen budget management, increase both intensive growth and extensive growth, set up advance in channel networks, improve human resource management, and set up early-warning mechanism for the company.Based on this tactic-marketing project, specified plans for individual business branches are also made. The marketing and sales plan is made by using SIVA method, which is originally used in Integrated Marketing Communications. After the analyzing the orientation of varies tactic factors and the redound of investment, a solution plan is made to setup the communication plan and structure organization. The article also raises requirements for divisional plans. The action plan of this article described detail composition of the sales plan, procedure of execution and staged points. It also raises detail requirements for every division and cooperate partner of the sales project, to ensure the success of the whole plan. It also set up clear goal of financial plans, and detailed plan for supervision..