Research On Marketing Strategy Of GBC Liquor In The Internet Thinking

Since recent years,under the impact of the economic slowdown,administrative prohibition order,state restrictions on public consumption and otehr factors,liquor ondustry is facing reshuffle fate.As the advancement of industrial structure adjustment policy,the limit of "excess capacity",the market competition of the liquor industry is fierce.However,at present a lot of liquor manufacturersdon’t have a clear product positioning and marketing strategy is not perfect.Not only the high cost,and it is difficult to meet the needs of consumers increasingly diversified and personalized.The Internet thinking as a new concept of the Internet era,how to combine the Internet thinking and liquor marketing has become the focus of attention.This article will take GuBeiChun wine industry as the research object.First using in-situ survey,in-depth interviews and questionnaire survey,and other forms,this article have investigated the company current product status,human status the present situation,the channel,the current situation of the cost and income and mastered the problems existing in the current marketing company clearly.Then this article analyzed macro environment,micro environment and competitive environment by using PEST analysis,SWOT analysis method,porter modelto find own strengths and weaknesses,opportunities and threats,and clear the enterprise’s competitive position.On this basis,this article chose the target market and the target customer base afresh with the diversification of products and services.By integrating the Internet thinking,4 c marketing theory and 4p marketing theory,this article deepened the product,price,distributoon,promotiontheory and translated into cost,convenience and communication theoryuser-centered requirements,embodying the concept of "consumer is the producer fully and upgrading the marketing strategy of the enterprise comprehensively.In order to ensure the smooth implementation of marketing strategy this article come up with specific protection measures from the customer management,channel and logistics management,personnel management and network management,etc.This study has a great significance.On the one hand,the Internet thinking combined with marketing theory depthly and applied to the liquor ondustry to further promote the development and innovation of marketing strategy under the new situation.On the other hand,through the study of GuBeiChun liquor,this article found our country marketing problems and opportunities for development existing in the wine industryand then put forward rational Suggestions to help enterprises to gain competitive advantages in market competition,expand market share,laid a solid foundation to adapt to global competition environment.