Research On Marketing Strategy Of HM Liquor Distribution Company Under Consumption Upgrade

As one of the traditional and unique beverages in China,liquor has profound cultural heritage and historical status,and has a wide consumer base and a profound social foundation.With the continuous upgrading of consumption,the consumption purpose of Chinese residents has long been not limited to the purpose of survival,but is eager for self-realization,prominent position,and personalized needs.Therefore,the traditional product-oriented marketing strategy can no longer meet the new needs in the new context,and liquor dealers are faced with the transformation of marketing strategies.How to change the marketing model in the context of consumption upgrade to meet the development needs of more consumers has become an important issue accompanying the development of liquor dealers.In the context of consumption upgrading,this paper concludes that consumption is a manifestation of social relations by consulting consumer-related literature.In modern society,consumption is often associated with hierarchical status,becoming a money competition and identity symbol,and thus Imitate consumption and conspicuous consumption.In other words,the purpose of consumption is no longer limited to the satisfaction of the product itself,but more of the psychological satisfaction gained in the consumption process.Therefore,in the context of consumption upgrading,the liquor distribution industry is facing marketing upgrades in terms of products,services and relationships.The marketing strategy of the company needs to cater to the consumer psychology,considering its "respected'' desire,not only needs to introduce excellent products,more quality services and good relationship building are needed to win a place in the fierce market competition where product homogeneity is serious.Then,taking HM liquor distribution company as a case,this paper analyzes HM's macro environment,competitive environment,its own advantages and disadvantages and market strategy by using PEST analysis,Porter's five-force model,SWOT model and STP market segmentation strategy.Finally,this paper integrates the theory of service marketing and relationship marketing,and chooses the marketing strategy under the background of consumption upgrade for HM company from three dimensions of product,service and relationship.This paper believes that high-quality products are the basis of consumption,let marketing strategies become "active water" and "missing rice";good services can guide the choice of consumption,provide a pleasant process for consumers' purchase process,and enhance customers.Good marketing relationship avoid the single-handed situation,provide a bridge between product and service strategy.It is the guarantee of marketing,and provides support for marketing development.In addition,the three marketing dimensions interact with each other and promote each other,which is conducive to the formation of a virtuous circle of marketing.The triangular marketing strategy provides reference for the marketing of other companies,and also for related research.