Research On Marketing Strategy Of Luzhou Laojiao Company

China's culture of wine has a very long history.For example,liquor and poetry had a very close connection in the Tang Dynasty,and there were many poems about wine created by LiBai that is a very famous poet in China.In the 21 st century,the inheritance of wine culture has been carried forward,and wine has become a necessity in activities about political and business in China.The wine always appears in the gatherings of government affairs or business.So the wine has a certain outlook of market.But there is a huge impact on the market of wine,with the policies about wine becoming more and more rigorous,specially high-end wine.How companies of wine choose appropriate marketing strategies to seize the market in the context of policy reforms and consumption upgrades is worthy of study.In China's high-end liquor market,Luzhou Laojiao's Guojiao 1573 tastes soft and refreshing,and has a profound cultural heritage.It is regarded as a model of domestic Luzhou-flavor liquor,and has always been a feast for consumers,banquets,and friends.Luzhou Laojiao Co.Ltd.is a listed company under the Luzhou Laojiao Group.It is mainly engaged in the production and sales of "Guozhou 1573" and "Luzhou Laojiao" series of wines.Luzhou Laojiao Co.,Ltd.brought substantial profits to shareholders by promoting its brand of wine and subdividing its market.In recent years,the overall marketing strategy adopted by Luzhou Laojiao in the main business of liquor is "double branding and multi-brand operation".Double branding refers to shaping the two brands of Guojiao and Luzhou Laojiao.Multi-brand refers to operating the multitudinous brands of Luzhou Laojiao,such as TeQv and Jiao Ling.However,Luzhou Laojiao have to choose new strategy to adapt to new competitive market.Based on the idea of "discovering problems" ? "analysing problems" ? "solving problems",this paper studies the question about how to choose new marketing strategy of Luzhou Laojiao.Finally,by analyzing the current marketing situation of Luzhou Laojiao,we found the marketing problem of Luzhou Laojiao.And we choose the appropriate marketing strategy for Luzhou Laojiao by analyzing the external environment,combining the theory of model of SWOT and PEST,and clarifying its advantages,disadvantages,opportunities and threats.