A Study Of The Research On Marketing Strategy Of Shaanxi Changan Wine Co.,Ltd.

Chinese production of various liquor factory day as stars,making the workshop management philosophy since ancient times,"wine is not afraid of deep alley" to modern scientific production heritage of ancient law,the coexistence of a variety of business now,set up a factory to survive,technology innovation and brand is the required course of business managers.Facing the great pressure of the present market management,pay close attention to the quality of the introduction of advanced technology at the same time,managers,marketing idea,strategic vision has a profound impact on the enterprise.The purpose of this study is to analyze current situation of internal China liquor industry,the basic marketing strategy in-depth understanding of industry operation.Through the analysis of Shaanxi Chang'an Laojiao liquor marketing environment,consumer behavior,finally,thorough analysis of the present situation of the marketing of liquor in Shaanxi province and surrounding areas,and at the same time,the province regional liquor brand marketing strategy implementation and adjustment in the national policy and policy under the command of.This paper first introduces the current situation of the overall development of liquor making industry,using theoretical analysis method of documents and the liquor production enterprises integrated marketing strategy,from the basic theories of marketing management,the introduction of SWOT method,the aspects of the Potter five forces model,STP theory and marketing combination strategy to analysis,combined with Shaanxi Chang'an Wine Company Limited(referred to as the Chang'an wine marketing current situation analysis),macro and micro environment of its STP strategy analysis and Research on its marketing problems in the process of.Through the analysis of the system,facing many problems of Chang' an wine industry development put forward specific solutions and suggestions,and the development of super low alcohol liquor products and direct online channel two relatively new marketing strategy,marketing combination strategy according to the Chang'an wine industry put forward the fact proved that the former is still in its infancy,the latter has got good effect.