Research On Marketing Strategy Optimization Of Taishan Region In Taishan Wine Industry

China's liquor has a long history,has a strong cultural heritage and unique cultural connotation.Since the beginning of this century,the development of China's liquor industry has made remarkable achievements.Based on the above background,Taishan Wine Industry has also achieved rapid development.However,in recent years,the environment of consumption has changed,and the degree of competition in the market has become increasingly fierce.Like many regional small and medium-sized liquor companies,Taishan Liquor has faced the sinking of the famous first-line liquor brands in the country,and the marketing ability of the brand has declined and regional marketing.The space is compressed and the development speed is slowing down.It needs to optimize and improve marketing strategies,and promote liquor marketing innovation.Product awareness and market share can continue to grow and develop in a highly competitive market environment.Based on the marketing theory,this paper uses the PEST theory and the five-force model to take the regional market in Tai'an as an example,combines the development status of the liquor industry,analyzes the characteristics of the liquor market in Tai'an,and analyzes the macro environment and industry environment facing the development of Taishan wine industry.After analysis,the analysis shows the opportunities and challenges facing the development of Taishan wine industry.Then use 4Ps theory to analyze in detail the operation of Taishan Wine Industry in the actual operation process of Taian marketing,related strategies and methods.Find out a series of problems in the specific operation of marketing strategy,including unreasonable product structure,slow development of new products,over-subscription of product pricing,lack of online sales channels,and low efficiency of communication,and analyze the causes of problems..Based on the analysis,the problems and shortcomings of Taishan Liquor Industry in the marketing process are targeted and the corresponding marketing strategies are formulated.The products,prices,channels and promotions are discussed in detail,and the optimization strategy implementation guarantee is proposed.Measures.Finally,based on the previous research,the relevant conclusions are also included,including some aspects of innovation and deficiencies in the research process,as well as prospects and reflections on the future.