Cloud Gate Wine Industry's Marketing Strategy Research In Weifang

In recent years,the major problems of domestic liquor market faced such as the increasing of the competitive products,shorter life cycle,and intense competition have made the development of local liquor enterprises uncertainty and complexity.For Yunmen Liquor,the most important thing is to establish a competitive marketing strategy in order to take a place in Shandong Province liquor consumption region-The Weifang market,as the liquor industry market competition is becoming increasingly fierce.Based on modern marketing theory,this paper finds the opportunities and challenges of Yunmen Liquor by analyzing the macroscopic environment and industry environment with PEST theory and five-force model.Then,it analyzes the relevant strategies and methods of Yunmen Liquor in the marketing process of Weifang market by using the theory of 4Ps,and finds out and analyzes a series of problems in the marketing strategy such as integration between brand position and regional culture is not high,product line is all but master none,lower pricing flexibility,lack of online sales channel,communication efficiency is not high,The grasp of the product life cycle is not accurate and so on,in order to obtain the advantages and disadvantages of Yunmen Liquor.Based on the above analysis,The fifth chapter gives detailed descriptions of making the corresponding marketing strategies,which include brand position,market segmentation,market optimization,Differentiating and efficient dissemination,multi-factor differential pricing,smooth multi-channel sales channels,improving of marketing tools,enhancement of the implementation,and the protection of marketing strategies.Finally,the conclusion of this paper gives innovations,shortcomings and look forward to the future of Yunmen Liquor.This paper analyzes and discovers the problems existed in the marketing strategy in Yunmen Liquor from the perspective of market expansion of local enterprises in the local market,and then puts forward the solution through the marketing theory.Through this research,we can have some references for Yunmen Liquor and the same industry within the industry brand building and marketing.