Study On The Marketing Strategy Of Jinsha Maotai-flavor Liquor Products

According to archaeological findings show that more than 3,000 years BC,the Chinese people have started fermentation of wine.In other words,the development of liquor in China has been a thousand years of history.In the long course of history,the Chinese liquor was born out of the many brands.And liquor is in rapid development,in accordance with the palate is divided into a variety of categories,such as luzhou-flavor,maotai-flavor,qing scent,and wine,etc.The liquor enterprise,Guizhou Sands Wine Co.,Ltd.Which is to be researched in this paper,is the second largest manufacturer of miso liquor in China.From the 2007 acquisition by the Yibin Group,the company-based wine production capacity from 800 tons / year expansion to 20,000 tons / year,the output value of more than 10 billion yuan,the cumulative tax paid more than 300 million yuan.After five years of rapid development,the company has become China's the largest production base of maotai-flavor liquor brewing enterprises besides maotai group.With the rapid expansion of production scale,the company sales market quickly extended to the province of Guizhou,Hubei,Hunan,Henan,Shandong,Guizhou liquor market and become the second largest brand.However,have to note that,with China's political environment and the changing mark et environment,the development of liquor enterprises have encountered a variety of bottlen ecks and problems.For example,in 2012 the state introduced the "three public consumptio n" and "limited liquor order",resulting in the liquor market was hit hard.In the new policy and other factors,China's liquor market is facing a new environment that the traditional pat tern is gradually broken.The liquor companies not only need through transformation and i nnovation,but also establish and improve the new marketing system and marketing strateg y,so they can win the favor of the market in the new Environment.In this paper,applying th e marketing theory and the use of thematic research methods to study the Sesame liquor liq uor products marketing strategy.The first analysis of the company on the product marketin g strategy of possible problems,and then through the analysis of the environment to explor e its new product marketing Ideas,put forward targeted marketing strategy recommendatio ns and the implementation of safeguards.Finally,in the main contribution and prospect par t,this paper summarizes the main contribution of this paper according to the research result s of this paper,and explains the shortcomings of the research,and looks forward the future research direction.