Study Of The Marketing Strategy Of Wahaha Lin Jiang Guo Jiu

In recent years, along with the increase of market profits and sales of Jiang-flavor Chinese spirits as well as the increase of consumers’ acceptance, Jiang-flavor Chinese spirits has become one of mainstream liquor flavors in China. Under this background, Wahaha Group entered the market in 2013 and wanted to get involved in the market of Jiang-flavor Chinese spirits to break up the dilemma of the diversified strategy. However, the increasing decline of sales didn’t make Wahaha successfully implement the diversified strategy but make it own get into a passive situation. In this situation, Wahaha Group needs to actively adjust the corresponding strategy and change the passive situation to limitedly enter the market and form a certain brand value. Based on the analysis of macro factors faced by Jiang-flavor Chinese spirits including politic, economy,society and technology as well as the internal microenvironment, the relevant SWOT analysis framework was proposed and market segments was divided according to different factors. On this basis, the position suitable for Lin Jiang Guo Jiu was found. Through the use of 4P marketing strategy, the integrated marketing strategy and corresponding safeguard measures were formulated to provide practical solutions for the development of enterprises. The paper pointed out that the key of the marketing strategy of Lin Jiang Guo Jiu lies in the independence of the finance and marketing, that is, get free from the control of Wahaha to construct an independent brand of Lin Jiang Guo Jiu and enterprise.