Research On Optimization Of Marketing Strategy For Shengshi High-end Baijiu Of Saixiang Company

Chinese baijiu is an integral part of Chinese culture,which has been drinking alcohol for thousands of years.There are many kinds of baijiu in China.Nongxiangxing baijiu is the main flavor in the current baijiu market.According to statistics,it accounts for 51% of the market share.With the continuous development of China’s economy and society,the national supervision of baijiu industry is becoming more and more strict,coupled with the continuous change of consumers’ consumption concept,high-end baijiu is becoming more and more popular in the market.Gansu Saixiang Company after asset reorganization in 2019,launched a full series of high,medium and low grade with Shengshi high-end baijiu as the star product.Since the launch of the product,although the enterprise has invested a lot of money in the product marketing for publicity,the sales volume and the market share of the product are very limited.In the face of fierce competition in the high-end baijiu market,the key for Saixiang baijiu industry to enter the high-end baijiu market in Hexi region of Gansu province is to develop a scientific and effective high-end baijiu marketing strategy with certain maneuverability,so as to promote the growth of product sales.Under the above background,this paper chooses Shengshi,a high-end product launched by Saixiang,as the research object,and takes STP target market strategy theory and 7Ps marketing mix theory as the framework to comprehensively analyze and optimize Shengshi high-end baijiu marketing strategy.In the process of analysis and research,firstly,the marketing strategy theory results of the liquor market were summarized and sorted out by referring to literature data,and the marketing status of Shengshi baijiu and the causes of the problems were obtained through comprehensive analysis by organizing and conducting internal interviews of the employees of the liquor industry and issuing questionnaires to the high-end baijiu consumers of Shengshi baijiu.Secondly,the macro-environment and internal competition of the liquor industry are analyzed by using PEST analysis method and Porter’s Five Forces model,and the market demand and purchasing preference of Shengshi consumer groups are also analyzed.Finally,based on the STP target market theory and 7Ps marketing theory,the high-end baijiu market in Hexi region of Gansu was subdivided according to the problems obtained from the analysis and the results of the questionnaire analysis,and the target market suitable for the long-term development of the product was selected,and the product marketing strategy was optimized from seven aspects including product,price,channel,promotion,personnel,tangible display and process.At the same time,the implementation plan is made around the marketing strategy of Saussey wine,and specific safeguard measures are put forward from five aspects,including technology,organizational structure,capital,corporate culture,policies and regulations,to ensure that the marketing strategy formulated in this paper can be implemented.Based on relevant marketing theories and research results,this paper formulated and optimized the 7Ps marketing mix strategy combined with the characteristics of Shengshi high-end baijiu products.The marketing strategy has a guiding significance for Saixiang baijiu industry to increase the sales volume of Shengshi high-end baijiu products and expand the sales radius of products,and can effectively improve the brand awareness and product influence of Shengshi high-end baijiu in Hexi region of Gansu Province.