Research On Optimization Of Luzhou Laojiao Company's Marketing Strateg

Marketing strategy is the enterprise to customer needs as the starting point,according to the experience,customer demand and purchasing power of the information obtained from the various business activities in a planned way,through mutual coordinated product strategy,price strategy,channel strategy and promotion strategy,to provide customers with satisfactory products and services and realize the goal of enterprise process.High-end liquor market in our country,Luzhou Laojiao(a kind of daqu liquor),the cellar 1573 soft continous and refreshing taste,and a profound culture,is regarded as the domestic model of Luzhou-flavor liquor.Luzhou Laojiao(a kind of daqu liquor)company in the actual operation,Luzhou Laojiao(a kind of daqu liquor)company has been mainly on its own dual brand,strengthen the high-end line,implements the strategy of "the pit".National pits 1573 value of the best known as a company,brand products,has been highly promoted by the group internal.Companies in order to keep the cellar high-end brand image,through high modes of pricing,the high cost of inputs to maintain pits 1573 brand status.While in the aspect of channel to the main group purchase channel for the government consumption market as the main high-end liquor sales channels.Since December 2012,with President Xi Jinping,the political bureau of the central committee and the central military commission,the top calls for the party,government and army departments at all levels in the call for the cultivation of clean government,thrift and a series of policy implementation,facing huge impact in the high-end liquor market,business banquets and the army's two great consumption demand.This paper argues that the high-end liquor industry has emerged decline in demand as a whole,the prices are the market situation of dip,under the "new normal",the original marketing strategy,including Luzhou liquor Laojiao group main business brand positioning,a combination of 4 p marketing strategy is no longer adapt to the current market situation,needs to be further researched urgently in the result,perfect improvement strategy.This paper reviews the overall marketing strategy management related theory,the liquor Luzhou Laojiao company currently the main marketing strategy of the problem are analyzed,and points out that the Luzhou Laojiao should give up the original strategy of"the pit",ease the pressure that the "top products",to strengthen the "waist" products,cleaning at the bottom of the "product",create a "young" products.In addition,this article from the product,price,channel,promotion four dimensions,the optimization of the marketing strategy,the perfect combination of 4 p marketing strategy,and thus help Luzhou Laojiao to realize brand positioning in the high-end brand value enhancement,more clear,the Internet channel was well into the company marketing channel.