Study On Differentiated Marketing Strategy Of Fenjiu In Shanxi Province Under USP Theory

Liquor is a unique distilled liquor in China.It has a long history and profound cultural heritage in China.It has a wide range of consumer groups and a profound social foundation.In 2017,due to national policies and the development strategy of liquor companies themselves,the output of China's liquor industry declined,but its revenue and output value continued to grow.With the concept of healthy drinking and rational drinking consumption will be deeply rooted in people's hearts and people's consumption level is constantly upgrading,the structure of liquor industry has also undergone many changes,and promoted a number of domestic liquor companies such as Maotai,Wuliangye,Luzhou Laojiao,Liquor,Yanghe,etc.Development and change.Shanxi Liquor is a liquor enterprise mainly engaged in the production and sales of alcoholic liquor series,bamboo leaf green series and Xinghuacun series wines.It is a typical representative of the manufacture of Chinese fragrant liquor.However,due to the backwardness of traditional systems and marketing methods,the promulgation and implementation of a series of policies such as the National “Liquor Restriction Order”,and the negative impact of the“toxic wine case”,it once caused the alcoholism to lose its former status as “the boss”.Regional brand.How to drink alcohol in the fierce liquor market has become a major problem.This paper takes USP theory as the main theoretical basis and combines brand image theory and integrated marketing communication theory to differentiate marketing into the starting point of alcoholic brand strategy research.It uses literature research method,comparative research method and inductive reasoning method to analyze and discuss.How does alcoholism better use differentiated marketing in the fierce liquor market environment to achieve the return of its brand.Firstly,the related theories used in the article are expounded,and the related concepts such as brand and differentiated marketing are defined.Secondly,the PEST analysis method is used to analyze the macro market environment of the liquor industry.On this basis,the market characteristics of Shanxi alcoholism,Consumers and others have been interpreted.On the basis of expounding the current status of differentiated marketing of alcoholic brands,it is concluded that the success of the implementation of the differentiated marketing strategy of Shanxi Alcoholism is independent of its three major brands,and the brand positioning is differentiated;coveringmultiple gradient products to meet diversification Demand;profound cultural heritage,high recognition of brand identity;clear domestic market layout,preemptive foreign market and other advantages.However,in the process of implementation of the differentiation strategy,there is also a weak brand,the development of the three brands is not balanced;the development of the industrial structure is unreasonable,hindering the future development of the enterprise;the positioning of the brand culture is not clear,and the propaganda is insufficient;the domestic market is blocked,foreign The market has little effect and other series of problems.Finally,from the creation of multi-party linkage,promote the coordinated development of the three major brands;optimize the industrial structure,achieve sustainable development of the brand;clearly locate the three major brand cultures,innovate cultural propaganda methods;deepen the domestic market,train the international operation team to propose optimization suggestions It is more effective strategy for differentiated marketing of alcoholic brands,and provides some enlightenment and ideas for the future differentiation strategy of alcoholism.