Research On Marketing Strategy Of J Liquor Company

In recent years,with the change of consumption concept,wine has been favored by more and more consumers.The rapid growth of market consumption has promoted the rapid development of wine industry,and China has also become a major producer and consumer of wine.In 2018,under the combined action of multiple factors to promote consumption growth,China's consumer market will show a steady growth scale and a further upgrading of structural upgrading.China's economic growth has changed from investment dominated to consumption dominated.In 2017,the final consumption contributed more than 60%to economic growth.This trend will continue in the future.China's wine consumer brand awareness is increasing and gradually maturing.In 2017,from the two dimensions of sales and sales volume,the top ten brands accounted for about 40%of the overall proportion,and the top five brands accounted for about 30%.Therefore,on the import of Wine sales enterprises concerned,is facing the market gradually mature,the favorable environment for consumer groups gradually increased,and faced with fierce competition,the consumer brand concentration challenge,how to adopt appropriate marketing strategy in the market competition,in order to maintain the competitiveness of enterprises,expand market share,is a realistic problem that every enterprise all must be considered.Among them,J Wine Group is one of the typical enterprises.Facing the increasingly fierce competition in the wine market,there are many problems in the company's marketing.Through the analysis of the status quo,it can be found that there is a huge potential in the wine industry in China,especially with the continuous development of the wine market in recent years,the wine has been generally welcomed by the market customers.Both the imported wine and the domestic wine show a good The development trend makes the wine market competition gradually intensify.In the development process of the company,there was a mismatch of marketing strategies.Therefore,in this paper,J company wine marketing was taken as the research object to understand the development environment of the Chinese liquor market,and then the specific analysis of the J wine company in the market development The problems encountered and their own strengths and weaknesses,with the help of relevant marketing theories and cases,to seek J company more appropriate marketing strategy.Taking into account the political,economic,social and technological environment of the imported wine market,this article discusses in depth the management status of J Company in the above four aspects,and deeply analyzes the root causes of the problems.Through the development of SWOT and marketing strategy optimization,targeted J wine company wine marketing wine prices,products,channels and promotional strategies designed to complete the wine market segmentation and selection.In order to effectively guarantee the reliable implementation of these marketing strategies,it also put forward safeguard measures such as corporate culture construction,marketing management and control,optimization of management institutions,and new media marketing,ensuring that J Wine Company occupies an advantageous position in the fierce market competition.