A Research On The Chinese Baijiu Marketing Strategy Of J Company

With the continuous development of the market economy,the overall upward growth of the Chinese Baijiu industry is accompanied by stage fluctuations.The competition of the Chinese Baijiu industry is becoming increasingly fierce.This is because the in-depth adjustment of the entire industry has led to the overall upward movement of product structure,increased brand concentration,and overcapacity.Meanwhile,the increasing resident income,the growing purchasing power,and the increasing price of premium vintage wine have directly promoted the upgrading of the alcohol consumption market.The new competition and industry reform have brought severe tests to many enterprises.In this context,J Company,as a leading enterprise in the field of health wine production,has been involved in the Baijiu field and has made the Baijiu business their second major strategic direction.J company has short-term operation time and limited experience in the Baijiu industry and is facing internal and external challenges.How to integrate J Company’s characteristics and make efficient usage of the existing resources to formulate effective marketing strategies is the top priority to achieve breakthroughs and sustainable development in the Baijiu market.This is also important content to be explored in this paper.This paper adopts literature research,field survey and interview method,and marketing analysis tools and models to summarize the characteristics of the macro environment and the competition in the industry.In addition,this paper clarified existing problems of J Company,such as insufficient product serialization,weak brand communication depth,insufficient market promotion and innovation,and lack of optimization of the channel structure.At the same time,this paper analyzed the external environments and the internal conditions of J Company to specify the marketing strategy selection and the work plans.