The Improvement Research On Wuliangye Group Of Cultural Marketing

Since the second half of 2012,the size of the first-line liquor market has shrunk.With th e end of its golden development period of “both rise in volume and price”,the whole liquo r industry steps into a structural adjustment period.It may be said that liquor enterprises have racked their brains in order to cope with the “severe winter”.In the era of knowledge-drive n economy,consumers have changed their values from “value of goods” to the spiritual val ue and cultural value of products.Among enterprises,culture has been recognized as an “ed ge tool” for marketing and competition and products as a “traffic permit” for marching to wards the market.With the acceleration of the “Belt and Road” national strategy,Chinese liquor industr y is ushering in a new round of development opportunities.This paper focuses on analyzing t he status quo and problems of cultural marketing of Wuliangye Group and indicating the caus es of formation of such problems,by using knowledge about marketing and cultural marketin g,interpreting the “Belt and Road” Initiative and conducting empirical analysis in combina tion with specific cases of Wuliangye.It discusses and designs the improvement in cultural m arketing strategy of Wuliangye Group.The paper also points out that it has been far from eno ugh for Wuliangye,as a national brand with a long history,to only rely on its rich history.W uliangye shall achieve the connection and crossing from history to modern,in which cultural marketing will play an extremely important role.Culture is the inexhaustible source of value of Wuliangye brand and constitutes the core value of Wuliangye brand.Therefore,Wuliangy e Group shall inherit,promote,dig and deepen its cultural connotation,and in combination wi th modern marketing ideas,to provide the first-class products for consumers,expand and incr ease its brand value and take a leading position in the world's liquor industry.Under the new situation,cultural marketing will play a more and more important role in the development of this group.The study on corporate cultural marketing of Wuliangye Grou p in this paper could be used for reference for other liquor brands in China,and meanwhile ha s a theoretical and practical significance for how current liquor market in China shall seize an y opportunity to change and innovate under the new situation.