| In recent years,with the continuous development of Baijiu industry,the market has gradually become saturated,and competition among enterprises has gradually intensified.Meanwhile,the implementation of relevant policies and the change of consumption concept of young people have restricted the further development of Baijiu industry.Therefore,if Baijiu enterprises want to open up the market in the current situation,it is required to improve and innovate the existing marketing strategies closely around consumers and develop their own marketing model.Only in this way can enterprises occupy a high position and remain invincible in the fierce competition.This research takes King’s luck V-series products as an example.First,it explains the theories of STP market positioning,4P marketing strategy,and differentiated marketing.Investigation and research found that the product marketing strategy has the following eight problems: first,the market positioning is fuzzy;second,the fragrance positioning is far-fetched;third,the product pricing is subjective;fourth,the marketing method is single;fifth,the brand communication is not standardization;sixth,lack of refinement of product culture;seventh,single channel construction;eighth,insufficient channel operation innovation.Aiming at these marketing difficulties,this paper analyzes the target market of the product with the theory of differentiated marketing based on the theory of STP market positioning,and repositioning the products from many aspects,such as brand and culture.It is suggested that the V-series products should be "more comfortable high-end Baijiu",using 4Ps theory from products,prices,channels,The corresponding optimized marketing strategies are put forward from the four angles of promotion,specifically to optimize packaging design and excavate new product connotation;Clarify the product pricing logic and optimize the profit composition;Raise the investment threshold and reduce the circulation channels;Turn to experiential promotion and improve value-added services.Finally,aiming at the optimization of marketing strategy,this paper puts forward a complete guarantee system from five aspects: system,talent,service,finance and technology. |
