Research On Marketing Strategy Of Zhanggong Wine Brand

China is a big country in liquor consumption.There are many liquor brands and fierce market competition.Many liquor brands are not well-known,and enterprises are not effective in brand building.Zhanggong Liquor is a well-known liquor brand in Ganzhou,Jiangxi Province.In China's highly competitive liquor market,Zhanggong appears to be unknown.Regardless of market share,operating income,or brand awareness,it cannot be compared with the four provinces in the same province,and it is even less recognized by consumers in the national liquor market.In recent years,the status quo of development has become even more incomprehensible,and it has even moved to the point of being acquired.The thesis is based on the PEST theory,SWOT model,STP theory,4P theory,and Zhanggong wine as the research object.The PEST model is used to analyze the external environment of political policies,economics,social culture,and technology,and the SWOT model is used to explain its brand marketing.Advantages,disadvantages,opportunities,threats,etc.Then use a questionnaire survey to understand consumers' reflections on Zhanggong's brand awareness,loyalty,product prices,product degrees,advertising and spreading rates in the Ganzhou market.And analyze the product problem,price problem,channel problem,promotion problem and so on in the marketing process of Zhanggong wine brand.Finally,the brand marketing strategy is designed based on consumers' response to Zhanggong wine brand: First,segment the liquor market to determine the target market;second,rationalize brand positioning for Zhanggong wine;third,design Zhanggong wine brand Marketing strategy(including product strategy,price strategy,channel strategy,promotion strategy,etc.).Finally,in order to ensure the smooth implementation of Zhanggong's brand marketing strategy,relevant countermeasures are proposed: management should emancipate ideas;organizational change;management model innovation;make full use of the organization's internal resources.