Research On Marketing Strategy In Chongqing Market Of Gujinggong Liquor Aged Original Liquor

China has thousands of years of Chinese liquor preparation and drinking tradition,and is a global production and consumption country of Chinese liquor.In recent years,the Chinese liquor industry has experienced the golden period of rapid development from 2004 to 2012 and the period of deep adjustment from 2013 to 2015.After 2016,with the increase in residents' income,the acceleration of consumption,the rise of business and personal consumption,the Chinese liquor industry began to recover gradually,and stepped into a new phase of growth and order restructuring.The Chinese liquor industry is a completely competitive industry,which is highly marketization degree and fierce competition,and the industry adjustment is deepening.The channel's construction,expansion and maintenance are the keys to Chinese liquor sales companies.In recent one or two years,the alcoholic consumers,especially the post-90 s,have shown a diversified trend,at the same time,the proportion of Chinese liquor consumption has been decreasing.With the continuous maturity and improvement of e-commerce and logistics infrastructure,and the impact of New Retail,the traditional Chinese liquor sales channel is encountering a huge impact.For Chinese liquor companies in the regional market,their competitive advantage depends on the brand's influence in the region,regional consumer recognition and comprehensive marketing capabilities.Alibaba strategically invested in 1919,Vats Liquor Store successfully listed on the GEM,and the new model of alcohol chain sales platform is winning the favor of the capital market.Through the combination of online and offline modes,it quickly seized the major cities in China.In the market,the development of traditional Chinese liquor regional sales channel is facing enormous challenges and reconstruction.Therefore,it has great theoretical and practical significance to study the questions of how the Chinese liquor enterprises,represented by the first-tier Chinese liquor distributors,adjust,transform and develop themselves in the region.At the same time,the author,who was engaged in the regional sales and management of the Chinese liquor industry for many years,is familiar with the development trend of the Chinese liquor industry,and knows the products of various Chinese liquor companies and their sales models,and has rich practical experience.This thesis takes the problem of asking,analyzing and solving the problem as the research strategy,and Based on the channel optimization perspective of D company,research on the sales channels and other related marketing strategies of Gujinggong liquor aged original liquor in Chongqing market.Above all,it combines with domestic and foreign literature research,the review of the history of the development of the national Chinese liquor industry,and the marketing environment and status quo of the Gujinggong liquor in the country and in Chongqing,and raises the Marketing problems of the D company faced with in products,place,prices and promotion strategies.Then,it uses PEST,Porter's Five Force Model,SWOT and other analysis tools to accomplish deep analysis on the D companies' internal and external environment,while uses Analytical Hierarchy Process(AHP)to establish the model of D companies' sales channel evaluation.Finally,with the goal of improving regional brand influence,regional consumer recognition and comprehensive marketing capabilities,it proposes optimization measures and implementation measures for marketing strategies in place,product,price and promotion under the guidance of 4P theory,and in combination with the first-hand questionnaire survey statistics.This thesis has two contributions.firstly,it provides theoretical supplement and case support for the research of marketing strategy of regional Chinese liquor dealers,secondly,it provides basis for D's own market expansion,and at the same time,provides reference and enlightenment significance for Chinese liquor distributors,especially other Chinese liquor,which prepare to enter Sichuan and Chongqing Market.This paper also has some shortcomings,such as the insufficient literature review,the sample size and quality of the survey.Most of the data samples are mainly descriptive statistical analysis,and less research on the correlation of various indicators behind the data.Based on the survey data,the researchers can further analyze the correlation between gender,age,income and the main channels of purchase of Chinese liquor,purchase methods,etc.,and to enrich the literature research on the sales channels and marketing strategies of the Chinese liquor industry.