Research On The Target Marketing Strategy Of YLT

In the fierce market competition, the liquor industry has entered the high-speed development of the new normal, with the rapid growth of beer, wine, rice wine,foreign wine, the proportion of liquor in wine consumer goods falling, the market share of liquor become smaller and smaller, it poses a great threat on the second and the third tier of liquor enterprise. Liquor industry is facing overcapacity, and consumer spending habits have changed. With the state strictly controlling the "three consumption", and other difficulties, liquor market sales become declining. The competition is rising in liquor industry, and the total production of liquor market shifts from shortage to excess aggregate supply. As the "leading enterprise" of Xinjiang liquor, how to stand out in the marketing campaign, and how to develop a clear target marketing strategy, how to use the main force of enterprise on several selected target markets, and how to launch intensive cultivation in the target market,becomes the force problem of YLT.Because sales revenue of liquor accounts for the vast majority of main business income of YLT, therefore,this paper takes liquor industry of YLT as the research object. based on the analysis of the external environment, makes target marketing strategy for it. The main research contents are as follows:Under the support of the target marketing strategy theory, firstly, this paper analyses the marketing Situation of YLT;Secondly, this paper uses PEST model, five forces model for strategic environmental analysis, including macro environment analysis,industry environment analysis and internal environment of YLT;Thirdly,using the results of the questionnaire data processing and factor analysis, reliability analysis and cluster analysis to market segmentation, that segments Xinjiang market into four sub-markets:Random unshaped market, loyalty-purchase market, rational purchase market and innovation purchase market, choosing rational purchase type and innovative type as the target market;At last, it puts market positioning from theproduction features, purchase intentions and interests of customers. In terms of production features, makes the alcohol of YLT as low-alcohol, multi-flavor liquor; In purchase intentions, consumers view it as their own drinking, weddings and festivals and gifts; In the customer’s interests, by putting forward reasonable price sales,providing a more convenient purchase channels and enriching content of products with cultural means to improve customers’ awareness value.