Research On Marketing Strategy Of TZG Yellow Wine Co.,Ltd.

Yellow rice wine which has been well-known in ancient China is one of the world's three major fermented wines,meanwhile,the unique wine which has very long history in China is the real national specialty.Yellow rice wine is warm and natural,which has a certain role in promoting human health.However,according to the current market research,the market position and market share of yellow rice wine are far less than other liquor products.According to the research statistics,the demand for beer is about 38 liters per person,the demand for liquor is about 9 liters per person,the demand for wine consumption is about 1 liter per person,and the sales of yellow wine is less than 2 liters per person per year in China.From these data,we can see that compared with liquor,beer and other liquor products,there is still a big gap in the market consumption quota of yellow rice wine,but at the same time,it also shows that the yellow rice wine market has a huge development prospects and space.Positive research,therefore,the development of yellow rice wine beverage with the enterprise marketing strategy,and yellow rice wine enterprises to yellow rice wine industry development has important significance.This paper takes TZG Yellow Wine Co.Ltd.as the research object,analyzing the current marketing strategy problem of TZG Yellow Wine Co.Ltd.,the main reasons of marketing problems on the basis of the theory of marketing and domestic and foreign research,combining with the current marketing situation of TZG Yellow Wine Co.Ltd.The paper focuses on linking the learned marketing knowledge,STP,and 4Ps marketing theory with the company's actual situation.In combination with the internal and external marketing environment and industry environment in which TZG Yellow Wine Co.Ltd.is currently located,the research has established the target market of TZG Yellow Wine Co.Ltd.And according to TZG Yellow Wine Co.Ltd.'s own development characteristics from the product,price,channels,promotion of four aspects of the proposed targeted marketing strategy.Finally,the thesis puts forward the corresponding safeguard measures to guarantee the implementation of the new marketing strategy of TZG Yellow Wine Co.Ltd.It is hoped that the research results of this paper can be used for reference to the marketing management of TZG yellow rice wine Co.Ltd.,which will help to improve the market competitiveness and promotion power of TZG yellow rice wine Co.Ltd.'s products,eventually increase the marketing effect of product sales,and further improve the visibility of enterprises.And provide reference Suggestions for the development of the same kind of yellow rice wine enterprises.