Study On Marketing Strategy Of Xinyu Mahon Liquor

Nowadays,the concept of "healthy drinking" is gradually coming into people's vision.Different from white wine,yellow rice wine has the characteristics of high nutritional value and low degree,which is naturally favored by more and more consumers.At the same time,with the improvement of consumption level,the age of the consumption group of yellow rice wine is gradually moving down,from the elderly to the young,and the middle and high-end yellow rice wine began to be popular in the market,the major yellow rice wine enterprises in the new market situation to fight for market share,in order to get more sales.However,if the yellow rice wine enterprise does not have the product structure,the target market positioning,the sales strategy,the safeguard measure and so on new measure,forms a set of effective marketing strategy,will be difficult to stand out in the market.This paper takes the marketing of yellow rice wine of xinyu mahone industry co.,LTD as the research object.Firstly,the literature on marketing strategies of rice wine at home and abroad is reviewed,the theoretical basis of relevant research is sorted out,and the current operating status of Chinese rice wine culture and xinyu mahone industrial co.,LTD is sorted out.Secondly,porter's "five forces model" is used to analyze the micro-environment of mahon's old wine market from five aspects: the threat of potential new entrants,the threat of alternative products,the bargaining power of buyers,the bargaining power of suppliers and the competitive strength of competitors.At the same time,combined with field visits and case analysis of enterprises,a questionnaire survey was conducted on the purchase of rice wine market consumers.On the results of the survey and analysis of mahon liquor companies marketing problems,and connecting with the present at mahon industrial company's own conditions,relative to their studying MBA learning enterprise management and marketing theory and professional knowledge,from the product,channel,price and promotion four aspects,in xinyu mahon industrial co.,LTD marketing strategy optimization,and to ensure the conditions of implementation of the strategy put forward effective Suggestions.In this paper,it is suggested that mahon should further segment the customer market,attach importance to the brand building of mahon old wine,innovate the products of mahon old wine and improve its market competitiveness.In terms of channel construction,we should strengthen cooperation with e-commerce platforms,make full use of we-media tools,integrate online and offline,and expand sales areas.Pricestrategy to implement price discrimination,product differentiation pricing.In terms of promotion strategy,we should enhance the consumer experience,and cooperate with local tourism departments,business clubs or entertainment organizations to endue the cultural elements of old wine in mahon,so as to build a town with the characteristics of old wine in mahon and promote marketing.