| hite wine plays an important role in the people's daily visitings,gifts,banquets and other matters,and the liquor market competition is reaching a climax.In FuXin liquor market filled with dozens of brands of liquor,and local place SanGou liquor market shares as high as 60%above.In such a hostile market environment,which is also has a long history of liquor market,LiaoNing BeiMao Wine in the liquor market is extremely diminished,almost unsalable products.it's undoubtedly become a priority of how to open a world of new sales in BeiMao Wine.Analysing the reasons of BeiMao Wine in Fuxin market slow-moving for a single product structure,target market positioning is not accurate,sales channel is too single and using rough ways on promotion,by using the SWOT,the STP,the 4 ps and the 4 cs analysis as the theoretical basis.This paper using SWOT to find out with BeiMao Wine's closely relation such as various main internal strengths,weaknesses,external opportunities and threats,by analysisng the political factors influencing of the fuxin liquor market sales,market environment analysis and BeiMao Wine's enterprise internal analysis.On the basis of above analysis,using the foreign mature STP marketing approach,divided the fuxin liquor market for selecting a new target market and market positioning of the BeiMao Wine.Maked new marketing strategies for BeiMao Wine on portfolios,price formulation,choice of sales channels,sales promotion strategy,combining with the 4 ps and 4 cs marketing theory.Through organizational construction and system of making,etc to ensure the smooth implementation of the new marketing strategy.This research of BeiMao Wine in LiaoNing FuXin marketing has a certain practical significance for promoting the sale... |
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