Research Of Marketing Tactics For Jinyuan Liquor Inc.

China is in the new normal development period. According to the national economic policy and the adjustment of investment structure, especially under the background of anti-corruption, the liquor industry economy is declining since 2014. The liquor industry market space and development are faced with a very big challenge, pressure of excess production capacity, such as market, circulates slowly, consumer market structure changes, other wine kind of further squeeze the market share, consumer confidence fell, the high-end liquor taxes, mid-range liquor increased competition, and innovation, such as electric business sales to sales of liquor industry has brought the huge impact pressure, the pressure has brought unprecedented difficulties to the development of liquor industry. Lanzhou Jinyuan liquor industry Inc.(hereinafter referred to as Jinyuan liquor)as a local private winery in Lanzhou, how to survive and development is the realistic problem which is unable to avoid.Taking Jinyuan liquor industry as the research object, using marketing management theory and method, respectively, internal and external marketing environment of Jinyuan liquor industry has carried on the SWOT analysis and PEST analysis, has carried on the value chain analysis and the microscopic environment, induces the Jinyuan liquor marketing management problems, the optimal marketing strategy formulated the Jinyuan liquor, positioning target market, and design the product, price, channel, promotion strategy, a good basis for the smooth realization of the goal for marketing. At the same time for the small and medium-sized enterprise survival and development of wine provides strategies and using for reference.