Researches On Marketing Of "BYB" Wine In Huanggang City

With china’s economy coming to the period of slowing down after many years’ high-speed growth rate, the pressure of china’s economic downturn has significantly increased. Meanwhile, the central government has emphasized the quality of operation, not too demanding the quantity of operation, which means that all walks of life have stepped into the new normal stage of slow and rational development. The situation in which china invested four trillion Yuan to save the economy after the explosion of financial crisis of china and even the whole world in 2008, which artificially led to the development spurt of every walk of life, will never reappear. It is a kind of false appearance. Besides, the central government has vigorously meted out punishments to "three public consumptions," introduced "alcohol prohibition," and intensified the punishments of "drunk driving," which have all brought a serious blow at the whole liquor market. Although the situation is not as serious as what some people have said "the severe winter of liquor industry has come," we have at least practically felt the pressure of stagnant market. At this moment, we should straighten up our thinking, constantly arm our brains based on the theory and practice, rethink about the marketing strategy of our liquor market, and totally change the problem of single marketing mode and putting more emphasize on sales and less on plans in the past. We should no longer stay in the age of relying much on experience and sensation. As the agent of Baiyunbian wine industry in Huanggang, I can apply all-roundly the marketing theory learned in the MBA course into the market operation, based on the comprehensive and systematic analysis of the liquor market in Huanggang, and combining the characteristics of Baiyunbian brand and products, which can achieve the perfect combination of theory and practice.In the aspect of theory, the theoretical study of marketing in China and abroad has formed a system.4P theory, SWOT strategy, PEST analysis, and STP strategy have been applied broadly in the current marketing system of Chinese industries. In the process of application, people have also combined the real situation of the market, which in turn has replenished and enriched the content and connotation of the above theories. Some new problems have been successively put forward and several new valuable theories have been extracted.The main research object of this paper is the marketing work of the natural aging wine of Baiyunbian series in the market of Huanggang, involving the market analysis, the market planning, the market implementation, and the market outlook. The paper is divided into three parts. The first part includes the first three chapters, namely the introduction, the concept and theory of marketing, and the current situation of liquor market in Huanggang. Chapter four is the core of this paper. It makes an overall explanation and exploration of the marketing plan of Baiyunbian in the market of Huanggang. Combining the current social situation and some cutting-edge theories, it has put forward a series of rather scientific and constructive planning scheme. As the ending of this paper, Chapter five has made an expectation of the developing trends of Baiyunbian’s marketing in Huanggang in the future, based on an overall conclusion of this paper. Furthermore, combined with some up-to-date topics and developing trends in today’s society and the actual operation situation of Baiyunbian in Huanggang, four advanced marketing programs have been raised for reference and reflection.