Research And Analysis Of Marketing Strategy Of Fenjiu Series Products

Fenjiu,as the representative of Qingxiang baijiu,is famous for its excellent quality at home and abroad.In recent years,the competition among baijiu enterprises has intensified.The in-depth investigation and research on the culture,marketing strategy and current situation of Fenjiu were conducted in this paper.Some references and suggestions for the marketing of Fenjiu were provided to promote sustainable,stable and healthy development of the company.Through consulting the historical and cultural documents of Shanxi fenjiu to understand its development history,visiting the group’s relevant departments responsible for collecting marketing data and designing questionnaires to understand the psychology of consumers and to analyze the factors affecting the marketing of fenjiu products,the advantages and potentials of the group’s marketing strategy in the current development stage were discussed,such as focusing on the “1+3+3” market,rationalizing the product structure,and reforming the management system,and increasing the brand value and marketing.In addition,the problems were analyzed such as insufficient internal motivation,insufficient resource allocation efficiency,insufficient sustainability of development,inadequate brand management,low product innovation and narrow marketing channels.It is proposed that Fenjiu Group should focus on the overall operation and future development of the company,consolidate the reform results,and promote Fenjiu Group to achieve better results in the industry ranking war through three major changes: dynamic transformation,efficiency transformation and quality transformation.