Research On Marketing Strategy Of Hunan SXT Liquor Company

As a product with Chinese traditional cultural characteristics,wine plays an indispensable role in people's life in today's era of great development of commerce and trade and great turnover of people.In recent years,the development of China's liquor production and management industry has made relatively optimistic achievements,and the local liquor production enterprises in China have become the main competitive force in the market.How to formulate and implement a set of scientific liquor marketing management strategy and improve the ability of enterprises to participate in market competition has become an important strategic issue for the future development of Chinese liquor production and management enterprises.Hunan SXT wine co.,LTD.,located in beautiful scenery of a peach garden in the city of changde,hunan province,was founded in 2015 by four used to have 20 years marketing management experience of liquor professionals,in line with "for each of the people who know the hunan wine brew a cup of good wine,carefully looking for a people who know their wine for good wine" brand management idea,to create perfection of personalized products,minimalist,product packaging,the limit of product price,best after-sales service for the general customers consumer create acme personalized experience for the concept of brand marketing.Company independent research and development and to the unique maotai-flavor fine,soft style fine SXT national sauce wine,since 2015,officially listed in China's hunan changde area,since every year achieved good market performance,through years of market cultivation,the enterprise is located in hunan changde has established good public praise and reputation gradually,gradually developed into China's local hunan regional maotai-flavor liquor brand of one of the three great leader and a strong competitive brand.However,in the process of nearly two years of market development and management,because the leading brand of Chinese wine maotai maotai-flavor of market operation management strength increase,local maotai-flavor liquor on behalf of wuling wine brand in the market on the development of the local government's strong support and promote,SXT wine in the process of its business still sluggish performance problems,there are the products of the company does not match the price and value and market positioning is not accurate,brand value implementation capability is not strong,marketing model and single channel.Therefore,on the basis of market research on customers for many times,this paper makes a more in-depth diagnosis and analysis of the marketing mix strategy of SXT wine company,and formulates a set of practical marketing mix strategy and marketing management method.This paper is divided into six main parts.The first part: introduction,put forward the research background and significance;The research contents and methods are introduced.The second part: the review of relevant research theories,introduces the method of environmental analysis,the theory of market strategic positioning and the mechanism and strategy of marketing strategic combination.The third part: analyzes the marketing strategy environment of hunan SXT liquor company,introduces the macro marketing strategy management environment of China,the development environment of the industry and the future development trend of the industry that hunan SXT liquor company is facing at present,and makes swot analysis on the current situation of the enterprise.The fourth part: analyzes the marketing status and related problems of hunan SXT liquor company.This paper mainly reviews the development and operation process of hunan SXT wine company,describes the present situation of the company,the structure of the market organization of the wine company,the function of marketing and its management authority,the marketing strategy and the main problems that may exist in the marketing.The fifth part;This paper analyzes the marketing mix and strategy selection of hunan SXT liquor company.This paper mainly discusses the market strategic positioning and marketing strategy of hunan SXT liquor company.The sixth part: hunan SXT liquor company marketing mix and strategy formulation and implementation.This paper mainly introduces SXT's modern marketing concept,organizational structure,marketing mechanism and strategy,as well as the planning and management of customer relationship.