The Marketing Strategy Of Wan Jia Xing Spirits-"Half A Kilo And Eight"

With a long history and unique production process,Chinese liquor has a high reputation both at home and abroad.However,influenced by the political and economic environment and the change of people's health idea,consumption view and consumption pattern,the traditional liquor market has changed quietly.traditional liquor and methods no longer have a single advantage.Such as Strength,Small vip lang,Jiang Xiaobai light small wine through the unique positioning of products,packaging,marketing is rapidly expanding market share,and rapid development momentum,the future market potential is tremendous.In this paper,through a large number of literature,investigation by multiple ways to collect small wine liquor market development environment,proposed through the analysis of the current situation of the development of liquor-making industry,detailed analysis of the existing main competitive brands on the market.Combining the marketing theory,the“Half a kilo and eight”light small wine in the development from the technical research and development,packaging specifications,and then to the design of marketing,and human resource management for this wine company put forward scientific and rational Suggestions for the development of the market.To solve the problems in marketing thinking and management mode,put forward the improvement strategy measures to provide the marketing strategy support for the company's development.This article will answer the following questions:The company's development environment and its competitors;The advantages and conditions of the company;The problem of the marketing strategy of the “Half a kilo and eight”marketing strategy.Implement marketing strategy improvement feasibility.Specific improvement measures and management system of marketing strategy.Find the market entry point in the marketing strategy.On the basis of ensuring wine tasting quality,Slow and steady wins the race.Achieve three outstanding strategies.The first is to highlight the unique package of“Half a kilo and eight”and increase the publicity of theproducts.The second is to highlight the price advantage,make full use of the factory price low,grasp the marketing process of the price profit advantage.The third is to highlight the market building of the sample market,focus on the standard construction of the market,improve the management system,refine the management method,and gradually occupy the target market with the point belt surface.This research project is of strategic guiding significance to the research on the marketing strategy of the“Half a kilo and eight” brand marketing strategy WanJiaXing,and the development and expansion of the WanJiaXing wine company.This study to other liquor,small and medium enterprises how to draw lessons from the experience of the successful enterprises,crack during the winter of liquor-making industry,the development of the small wine market problem,have certain professional guidance,but also provide effective reference for liquor-making industry experts and scholars.