Research On Marketing Strategy Of Jiang Xiaobai Youth Liquor Market

China's liquor culture has a long history.With the rapid development of China's economy,the consumption of liquor is also growing.Coupled with China's unique wine culture and the characteristics of liquor products,it is doomed to have huge profits and attract many The brand is constantly pouring in.However,as the demand for the high-end liquor market decreases and the traditional brands have great control over the traditional brands to the high-end market,the mid-to-high-end liquor market has entered saturation,and it is difficult to have new liquor brands successfully entered.In the face of such a fierce market environment,Jiang Xiaobai wine industry has a unique approach,with youth white wine as the market entry point,into the low-end small wine market.After Jiang Xiaobai's youth white wine was officially launched in 2012,he gained great attention from the market.In just four years,his sales exceeded 400 million,and he became the endorsement of youthful wine.As a liquor brand born in the Internet era,the deep imprint of the Internet,whether from the positioning,target market selection or marketing promotion,Jiang Xiaobai is very different from the traditional liquor brand,which gives Jiang Xiao The development of the early white provides a huge advantage.However,with the entry of many manufacturers,the small wine industry began to become the Red Sea in the market competition.Facing the huge changes in the market,the original marketing model of Jiang Xiaobai's youth liquor made Jiang Xiaobai's sales growth weak.In this context,how to Formulating a scientific and effective marketing strategy has become an urgent problem for Jiang Xiaobai.This article takes Jiang Xiaobai as the main research object.Firstly,it introduces the general situation of Jiang Xiaobai wine industry,the status quo of product marketing and the internal and external environment of enterprise development.The basic situation,development history,corporate culture,enterprise products and sales of Jiang Xiaobai enterprises.The status quo and other aspects of the company's basic situation,through the PEST model analysis method,from the political,economic,social,technical aspects of the analysis of China's current liquor market.Based on the analysis of external environment,this paper uses SWOT analysis method to analyze the internal environment of the company,and explains in detail the advantages,disadvantages,opportunities and threats of Jiang Xiaobai wine industry in the marketcompetition.So far,this article is basically based on the status quo.I got the problem of marketing marketing of Jiang Xiaobai's youth liquor.Then,through the analysis of Jiang Xiaobai's marketing status and questionnaires,the specific problems in the marketing process of Jiang Xiaobai's youth liquor are clearly recognized.On this basis,the target market strategy STP was used to determine the target market and product positioning of Jiang Xiaobai's youth liquor,and clarified the strategic direction of the company.On the basis of the marketing strategy,this paper elaborates the development strategy of Jiang Xiaobai wine industry from the aspects of products,prices,channels and promotion of Jiang Xiaobai Wine.Finally,in order to ensure the smooth implementation of Jiang Xiaobai's marketing strategy,the text starts from the perspectives of organizational security,brand protection,team security and service guarantee,and gives a series of institutional aspects,measures to strengthen corporate culture and suggestions for talent cultivation.Program.This paper hopes to optimize the marketing strategy of Jiang Xiaobai wine industry by means of marketing market theory and method,and strive to provide a more suitable marketing strategy for the development of Jiang Xiaobai wine industry through marketing theory.