The Study On The Product Marketing Strategy Of The QC Liquor Company

As is the birthplace of wine,the history of Chinese people drinking,making win can be traced back to the ancient period.After the reform and opening up,the liquor market is the one of the first place which is open to private enterprise.after years of development,now,the liquor market in china has became wildly open,competitive and freedom.Especially After joining the WTO,the foreign products' enter has made the market became keen competition.How to survival and development in a competitive market,how to change the market's position and characteristics of the products,and how to find their own foothold in the industry,these issues have become the core issues for liquor production and sales company in the process of our development.QC liquor company was founded in the last century 80's,after years of development,it has became an famous white wine production enterprise in Weifang region.Facing with the fierce market competition,how to make more scientific and efficient marketing strategies and promote product sales is key to to ensure the long-term development of the company to be accomplishment.In this dissertation,the paper mainly focus on the research and realization of QC liquor company marketing strategies.According to the basic conditions of the company,it has recommend the company's current marketing strategies,and then analysis the citing problems in the marketing activation.On this basis,based on QC liquor company as the Center,on the marketing of the external macroenvironment,competitive environment,as well as their own analysis of the strengths,weaknesses,challenges and opportunities.Through its comprehensive analysis of the business environment,specified in the adjustment of marketing strategy for their products.Then,paper on QC company of products marketing for has STP analysis determine has products of market positioning and the sales object,with 4P theory developed has the company market marketing of products,and price,and channel and promotions of improved strategy,to make up existing marketing strategy ofinsufficient,improve products of market competitiveness and market promotion capacity,then upgrade products sales improve market reputation degrees,promote QC liquor company company of development grow.Finally,to ensure the new marketing strategies of QC liquor company to successfully promoting and implementing,and was able to get the understanding and support of managers at all levels of the company,ensure the sales policy is able to produce good results.The paper has developed some safeguards,from organization,technical system,etc to ensure that the marketing strategies to be implemented.This research can help QC liquor company effectively solve their main problems in product marketing,promoting the long-term development of the enterprises.And provide marketing strategies and practical experience for the similar enterprise,also summarized the STP and 4P products marketing theories and methods in the practical application of the liquor industry.The study has some practical and theoretical significance of the thesis.