Shanxi Fenjiu Marketing Status And Optimization Strategy Research

The development pattern and growth of China’s liquor industry has seen the rise and growth of some of the industry’s mainstay brands,but since 2012 the industry has been reshuffled for certain macro reasons and the rise in production has gradually slowed.The market share of Fen Liquor,once known as "The Boss of Fen",has been declining due to the changing layout of the market,on the one hand,and the relatively backward traditional business system,on the other,which has gradually lost its position as the leading liquor product and has become a regional product.Shanxi Fenjiu is driving on the highway of reform,accelerating its revitalisation and returning to the true meaning of reform,but it still has a long journey to accomplish this goal.To achieve a real revival of Qingxiang in this competitive era and to regain its former status as the "boss of Fen",Shanxi Fenjiu needs to keep up with the times and develop its unique and distinctive marketing strategy.This paper takes ’Shanxi Fenjiu’ as the subject of this study and begins by reading the literature and comparing the global marketing literature with that on the marketing of liquor products.Based on the fact that there is a large body of literature on the marketing of liquor in the domestic market,there are unique insights into the marketing of liquor,and it is easy to identify patterns in this literature that suggest that actively adjusting marketing strategies to changes in the internal and external environment has a positive effect on the marketing of liquor.On this basis,we used Porter’s Five Forces Model and PEST analysis to analyse the internal and external marketing environment of Shanxi Fenjiu,followed by the 4P theory to analyse the current marketing situation of Fenjiu and summarise the problems in its marketing process.Finally,based on the problems in the marketing process,it is recommended that the company optimises its marketing strategy in four main areas: optimising its product structure,establishing a comprehensive price matrix,strengthening channel management and maintenance,and creating a new media marketing matrix.By analysing and summarising the marketing case of "Shanxi Fenjiu",this paper draws the following four conclusions: firstly,the product is the core,and it is necessary to tap and grasp new consumers of liquor according to the product characteristics and occupy the brand’s mind;secondly,to establish a more complete product matrix at multiple price levels and use existing resources to increase consumption in other markets,thus generating new sales;then do a good job of gradually opening up channels in the post-epidemic era to participate in market competition;finally,the use of new media platforms for online marketing is imperative,and the opportunities of the times need to be used to maximise brand impact.