Research On The Marketing Strategy Of The LJ Winery

With the continuous development of China’s market economy,the competition in the market is becoming increasingly fierce.If all enterprises want to survive and develop in the fierce market competition,their marketing competition strategy can not be ignored and is extremely important.On the contrary,if an enterprise cannot obtain great advantages in marketing,its survival can not be guaranteed by the government.Winery is a necessary drink for our people in banquet.The development of liquor market is very fast.However,after the introduction of a series of policies to restrict alcohol,the Winery market has shrunk to some extent.Under such circumstances,Winery enterprises need to have updated marketing ideas to adapt to the changes in the market environment.LJ winery is very popular with consumers in the local market,but the current sales situation is not optimistic because of the winery’s sales strategy.Facing the demand of the first line liquor brands,the trend of the two or three line Winery new Winery enterprises will be cooled down,and the scientific marketing strategy will turn the tide.This is a situation that LJ brewery needs to change.Guided by the marketing theory,this paper first analyzes the macro and micro environment faced by LJ Winery by using pest and Porter’s five forces model,analyzes its competitive environment,analyzes the advantages,disadvantages,threats and opportunities of LJ Winery by using SWOT analysis,and points out various problems existing in the strategy of price,product,channel and promotion.Secondly,questionnaire analysis and interviews are carried out for consumers,suppliers and other objects.Combined with the collection and result analysis of questionnaire data,the market segmentation and market positioning of LJ Winery are analyzed by using STP theory,and feasible marketing strategy optimization suggestions are put forward from four aspects of product,price,channel and promotion,so as to finally form a more perfect marketing strategy combination model.Product optimization strategies include: optimizing products,improving packaging,developing new products and establishing brand image;The price optimization strategies include: using new pricing methods,combing the product unit price band later,and implementing the optimal price adjustment strategy.The channel optimization strategies include: strengthening the meeting,communication and cooperation with dealers,establishing online sales channels,improving the information level of commercial channels,and project construction.The promotion optimization strategies include: Strengthen the support of promotion and discount incentive policies and improve the promotion management mechanism.Through the discussion of this paper,I hope to provide some theoretical and practical reference suggestions on how to develop LJ distillery in the dilemma,do not miss many market opportunities,and improve sales revenue and market share.