Based On Regional Differentiation,the Southwest Sales Company Of FJ Group Marketing Strategy Analysis

With the increasingly fierce competition in the Baijiu industry,from the previous small workshop sales to the increasingly high degree of brand concentration,FJ,as a high-profile company,its reputation and public loyalty have certain market competitive advantages,but its southwest region,due to its geographical location,environment,flavor and taste habits and other objective reasons;As a non major marketing area of FJ group,the group headquarters did not conduct too much marketing research on the four markets under its jurisdiction,namely,Sichuan,Guizhou,Tibet and Chongqing,nor did it invest too much,give personnel support and other subjective reasons.Over the years,the sales performance of the southwest region has been flat without breakthrough.In the face of these severe market tests,it is worth studying how to make Fen Liquor stand out in Sichuan,Guizhou and other regions where there are many liquor products and famous brands,and successfully squeeze into the Maotai flavor and Luzhou flavor Baijiu market with light flavor taste and occupy a certain sales field.Through the practical application of the relevant theories on marketing strategies learned in the MBA course,this paper focuses on the research and analysis of the marketing strategies of FJ group’s southwest region from the perspective of regional differentiation,in which the macro policy,economic development,social environment and technology of the southwest region are analyzed with STP theory;Porter’s five forces model is used to analyze the competitive environment of the southwest region from five aspects:the bargaining power of suppliers,the bargaining power of buyers,the threat of new entrants,the threat of substitutes,and the degree of competition of competitors in the same industry;The STP theory is used to subdivide the four regions of Sichuan,Guizhou,Tibet and Chongqing,determine the target market,and accurately position the market of different products;Using 4Ps theory,this paper puts forward four marketing strategies:optimizing product mix,strict price management,maintaining and expanding channels,and using promotional means.By using the marketing theory to analyze the marketing of the southwest region,Author puts forward different marketing strategies in the four areas,which can not only enlighten FJ group in formulating the marketing strategy of the southwest region,but also help the four regional sales companies in the southwest region rapidly expand their market share,At the same time,it provides experience that can be used for reference when formulating marketing strategies for those similar products that seem to have little market opportunities too.