Research On Optimization Strategy Of Rice Wine Marketing Of Hunan Sy Liquor Co.,Ltd.

Since the reform and opening up,China’s national living standard and quality of improving,more and more rich resources,people’s consumption concept has gradually changed,health awareness,"drink quality wine,drink healthy wine" gradually become the pursuit of life concept,which makes to "nutrition,health,low degree" is synonymous with yellow rice wine products become the consumer choice trend.As a local yellow rice wine enterprise in Hunan Shaoyang,Hunan SY Wine Co.,Ltd.is facing great opportunities,but under the new situation,due to the industry competition also intensifies,its backward marketing strategy is no longer applicable,so optimizing the marketing strategy is of great significance for Hunan SY Wine Co.,Ltd.This paper first discusses the research background,research significance and the development of related management theory.Through the field research and consumer investigation of Hunan SY Wine Co.,Ltd.,the existing problems and reasons of enterprise marketing are studied.Comprehensive use of strategic management analysis tools,through the analysis of the external environment,industry environment of Hunan SY Wine Company and the use of SWOT model,and the use of STP analysis method,aims to provide the most helpful strategic basis for the optimization of marketing strategy.Based on 4D marketing theory and combined with the above strategic opinions,the article optimizes and improves the company’s original marketing strategy from four aspects:customer demand,dynamic communication,value transmission and data decision-making,and puts forward three safeguard measures to jointly contribute to the yellow rice wine marketing of Hunan SY Wine Co.,Ltd.This paper on the basis of the theory of strategic management,using literature research,questionnaire survey and interview method,for the new situation of industry competition pattern upgrade,competition way and focus constantly change,to Hunan SY wine co.,LTD.Yellow rice wine product marketing problems,find out the optimization scheme,optimize resource allocation,and promote the sustainable development of Hunan SY wine co.,LTD.