A Study On Marketing Strategy Of Taoer River Liquor In The Northeast Area Of China

Chinese liquor has a very long history,at present,the annual output accounts for40 percent of the world’s total alcohol production,and that’s far ahead compared with the others.With the China’s economy increasing fiercely,and the price of the grain,which is the raw materials of liquor products,is rising,the competitive environment of the market is becoming more and more fierce.However,due to the characteristics of liquor products themselves,belonging to fast moving consumer goods,the market interest is relatively high,the development potential is in a large size,so the market still have a lot of replacement products such as beer,wine,and so many new liquor enterprises continue to join.It is important for liquor companies to develop a reasonable,comprehensive marketing strategy to do with the environment of the market.This paper takes Taoer River Wine Co.,Ltd.of Jilin Province as the research object,carries on the in-depth analysis to its specific issues in the marketing process,and put forward the strategies and the implementation of protections of further expanding the Northeast market of China from the perspectives of marketing strategy.The specific research leads to the following aspects: Firstly,based on the research of the literature of marketing strategy,the paper made the practical significance of Taoer River liquor marketing strategy.On the second level,using STP marketing strategy and 4Ps marketing strategy for Taoer River liquor marketing in the specific problems of systematic analysis,the results show that the development of Taoer River liquor brand is facing many challenges,it needs to enhance the core competencies and also to improve the quality of marketing staff,while it requires Taoer River liquor to take timely and effective measures to re-shape its brand image and enhance the value of the brand,to define the development direction of Taoer River liquor in the future,to make it step into the market of the Northeast area and gain a firm foothold.Thirdly,according to the specific problems of Taoer River Liquor,the paper points out the urgency of entering the market of the Northeast area and the specific marketing plan.From the contents of the STP & 4Ps marketing strategy,strengthening brand building,and cultivating marketing experts etc.to propose specific marketing strategy.Stressed the need to classify different liquor to different marketing strategies,in order to maximize the economic benefits.It points out that enterprises should pay attention to the cultivation of their own corporate culture and integrate cultural resources.At the same time,we should pay moreattention to the service marketing of liquor culture as the core,and realize the importance of corporate culture in the process of enterprise marketing.On this basis,we should also pay attention to the cultivation and absorption of enterprise personnel,recognizing that the fundamental competition is the competition between talent and talent,and strive to do people-oriented,so that talent has become the core competitiveness of enterprises.And from the build a first-class sales team,to create a strategy conducive to the implementation of corporate culture,pay attention to enterprise information construction and other aspects of its marketing program to construct its implementation of security measures.