Research On Marketing Strategy Of Henan Zhaofeng Liquor Industry

China is the world's largest producer and consumer of distilled spirits and has a unique liquor brewing process for thousands of years.Since ancient times,baijiu has not only inherited the profound cultural history of China,but also showed great significance in political,diplomatic and economic aspects.In recent years,with the gradual improvement of the residents' demand for liquor products and the continuous improvement of the marketing strategy of liquor industry,the competition in domestic liquor industry is more intense.At the same time,under the influence of “six-point regulation”,“three public consumptions” policy and “eight-point rules”,marketing of liquor production enterprise started to go into secondary differentiation.It no longer maintains sustained rapid growth,but steps into a long-term mediation period.These changes significantly affects the small and medium-sized liquor enterprises which occupy a large part of the liquor industry but have a large number of scattered talents.Only those who can rapidly formulate marketing methods that are close to consumers will be able to take the lead in the market.Therefore,liquor companies,especially small and medium-sized liquor companies,urgently need to combine environmental changes and analyze information based on their products,business conditions,financial status,competitive strategies,and market share,and formulate new marketing that meets their own conditions and adapts to market changes.Strategy to achieve the company's continued healthy development.At present,domestic researches on the marketing of liquor industry focuses on marketing channels,marketing model innovation,etc.The existing researches on marketing strategies mainly focuses on middle-to-high-end liquor enterprises and is less involved in medium and small liquor enterprises.Therefore,the study of the marketing strategy of small and medium-sized liquor companies,and the timely adjustment of the strategy combined with the development of the times,is of great significance to the large number of small and medium-sized liquor companies in the liquor industry.The development of Zhaofeng Wine has encountered a “bottleneck” and it is necessary to transform marketing strategies to adapt to the changing new situation.This article selects Zhaofeng Wine Co.,Ltd.as the research object,adopts interviews and literature research methods,collects and combs relevant information of Zhaofeng Wine Industry,and combines the basic theories of marketing strategies to analyze the domestic liquor situation facing Zhaofeng Wines.In the position of the domestic liquor industry,the marketing status of the company and the problems in its marketing strategy,on this basis,the corresponding marketing strategy improvement plan is given.It is expected that the research results of this paper can provide new ideas for the development of Zhaofeng Wine Industry,and bring some thoughts and references for the transformation and innovation of small-sized liquor enterprises in China.