Research On Brand Promotion Strategy Of Xinyang Jigongshan Wine Based On STP Theory

As a big country in the wine industry,China has a variety of wine varieties.Liquor as a unique existence of Chinese liquor,its long drinking culture,plays an important role in many consumption scenes of the Chinese people,which determines the huge potential of China's liquor market.With the continuous development of China's economic development,the popularity of the liquor market has also increased,attracting many domestic and foreign brands to rush in.However,due to the introduction of the "Three Publics" policy,the mid-to-high-end liquor market was cold,the demand for liquor business communication decreased,the liquor market gradually entered saturation,and the advantages and disadvantages of various brands gradually solidified,leaving local small and medium-sized liquor Enterprise development space is getting smaller and smaller.Publicity methods such as outdoor advertising and TVC advertising have always been the main way for mid-to-high-end wine companies to establish a brand image and promote brand value.Their advertising costs are calculated in millions or even tens of millions,and as a local small and medium-sized wine industry The company's limited operating capital is destined to be unable to compete with national wine brands in brand promotion.At the same time,in today's Internet era,the Internet has gradually penetrated into all aspects of the brand.Whether it is from positioning,target market selection or marketing promotion,it has a significant shuffle effect on the entire market environment,especially for traditional manufacturing,The retail industry has a profound impact,and there are more successful cases of Jiang Xiaobai's emotional marketing communication with the help of the Internet.Facing the tremendous changes in the market,how the local small and medium-sized wine companies combine the STP positioning theory to formulate scientific and effective marketing strategies to achieve the optimal promotion of their own brands is the focus of this paper.This article takes Jigongshan wine industry as the main research object,analyzes the current liquor market situation in China in four aspects of politics,economy,society and technology.Analyze the course and use SWOT analysis and questionnaire survey to explain the problems of Jigongshan wine industry in brand marketing and promotion strategies and the opportunities and challenges facing the development in the current market environment.And on this basis,the target market strategy STP was used to determine the target market and product positioning of Jigong Mountain,and the strategic development direction of corporate brand promotion and marketing was clarified.Combined with the USP theory,it has carefully formulated its development strategy from the aspects of product,price,channel,promotion,publicity,brand establishment,etc.of Jigongshan Wine Industry,and proposed a feasible plan.Provide constructive opinions and directions for local small and medium-sized wine brands to renew their vitality in the new market environment.