Research On The Marketing Strategy Of Moutai Youmi Liquor

Wine,since ancient times,has been an important part of human life and culture.Wine-making and wine-making have lasted for more than 2000 years in Chinese traditional culture.It's not only our Westerners' culture,but also our wine culture.Liquor,also known as dessert liquor after dinner,is an alcoholic beverage that people in the western world use to accompany their meals.This kind of liquor is very in line with the liquor culture of the Tang and Song Dynasties in China,which is "eating the desperate liquor","eating the drinks after eating","cooking the chicken for food,eating the food after eating,and beggar for drinking".Liquor,a very popular alcoholic beverage in Europe and America,is very similar to the liquor depicted in the Tang and Song Dynasties liquor culture in China.Its characteristics are mainly manifested in the following aspects: low alcoholicity,sweet taste,non-stimulating,non-spicy,natural health,suitable for daily drinking,suitable for all ages and young people.However,as a big drinking country in China,the dominant alcoholic beverage in the current liquor market is high-grade liquor,and red wine,yellow wine,beer also followed by rapid development.Liquor,as a minority category,is still in the stage of being recognized by consumers,and develops slowly in the gap between the above competitive categories.However,with the change of major consumers' preferences for alcoholic beverages,the original minority category is facing challenges,but also gradually ushered in opportunities.Maotai U-Meet Liquor(U-Meet)is the first blueberry flavor liquor developed by Guizhou Maotai Group,which is based on Chinese liquor sauce and fragrance.In this paper,"Maotai U-Meet Liquor" as the research object,using the relevant theory,the marketing strategy of this product is analyzed and studied.Through the analysis of SWOT situation of Maotai U-Meet Liquor,the marketing strategy of Maotai U-Meet Liquor was analyzed with STP marketing model,and combined with relevant data,the marketing strategy of Maotai U-Meet Liquor was analyzed with 4PS marketing strategy model as the main analysis point,and specific optimization suggestions were put forward for the marketing strategy of Maotai U-Meet Liquor.By using the methods of literature analysis,case analysis,interview and comparison,this paper summarizes the collected literature and provides a basis for the conclusion.Through the analysis and application of the marketing strategy of Maotai U-Meet Liquor,this paper hopes to find more motive force for the development of this kind of products,provide more reference materials for the development of similar types of liquor products,and find the direction for Chinese liquor manufacturers or enterprises.