Research On Marketing Strategies Of Developing In Northeast Of The Appreciative Liquor From Luzhou Junren Liquor Co.LTD

Luzhou Laojiao is one of the four famous Chinese liquor,among them,the "national treasure cellar pool",which was built in the wanli period of the Ming dynasty(1573 AD),is the most famous,the liquor brewing process is unique,the quality works of high order,and it is known as the typical representative of Luzhou-flavor liquor."the appreciative liquor" is following the successful operation of 1573,which is a new series of liquor in the mid-range market invested by Luzhou Laojiao co.LTD.After strict inspection and screening,the brand of "the appreciative liquor " will be operated by Luzhou Junren liquor co.LTD.Luzhou Junren liquor co.LTD is the general agent of Luzhou Laojiao connoisseur grade liquor.In recent years in the national liquor market has a certain share,but in the three provinces in the northeast market is still in a state of vacancy.Compared with regional strong brands and other national famous liquor,the development speed is relatively slow.This paper starts from the perspective of distributor Luzhou Junren liquor co.LTD,and references relevant literature and cases.Using SWOT analysis and combined with the 4P theory of marketing,the development strategy and implementation guarantee of "the appreciative liquor" in the northeast market are formulated.Firstly,the paper introduces the current operating situation of Luzhou Junren liquor co.LTD and the general situation of Luzhou Laojiao connoisseur grade liquor.Based on the analysis of the whole marketing situation of "the appreciative liquor" in China,it analyzes the northeast market marketing present situation and the existence question.Then,this paper analyzes the macro and micro environment.In other words,after the great reform in 2012,the national liquor market has experienced a benign competitive environment that tends to be fair,including relevant legal environment,economic environment and the special natural and social and cultural environment in the three northeastern provinces.Combined with the case of competitive products,the paper analyzes in detail the advantages,disadvantages,opportunities and threats of "the appreciative liquor" entering the northeast market.Finally,the liquor market in the three northeastern provinces was segmented according to consumer age,liquor price,purchase purpose,liquor taste and degree.Then,the target market is choosed.Will focus on the towns and villages of middle-aged and elderly consumers to Jilin province as a base market,and launch the mid-range liquor.And from the four aspects of marketing mix-product,price,channel,promotion,the paper develops marketing mix strategy for Luzhou Laojiao connoisseur grade liquor appreciation level into the target market,and puts forward the implementation of marketing strategy security.