Study On Market Strategy Of Guyue Longshan Yellow Wine Brand In Southwest China

In recent years,the social productivity of our country has been improving continuously,and the consumption power of people has had a great improvement,which comes from the change of consumption behavior and concepts.Since 2020,the continuous impact of the COVID-19 pandemic has made consumers pay more attention to health issues than ever before,and health-related industries have quickly become a "hot topic" for capital to pursue.The upgrading of consumption and the enhancement of the awareness of health preservation make people pay more attention to the high nutritional value and low alcohol content of health preservation wines when consuming alcohol products.Since ancient times,Oriental people,represented by the Chinese,mainly have rice as their staple food and prefer vegetarianism.Their body qualities are more cold,flexible and sensitive.Yellow wine as a traditional wine unique to China,glutinous rice as raw material,yellow wine is warm,soft and lasting,the most suitable for the physique of the Chinese people,therefore,Shaoxing yellow wine represented by the scale of the yellow wine industry is bound to usher in more rapid development,and stand out in the market competition with other wine.Yellow wine is the oldest kind of wine in our country,with a long history,it is an indispensable treasure of our traditional culture,ancient Guyue Longshan,as the largest enterprise in the yellow wine industry,has stopped the national pace.However,with the continuous downturn of the yellow wine industry in recent years and the suppression of competitive products,the pace of Guyue Longshan national stagnation.The reasons for this are mainly reflected in the process of nationalization.The operation of southwest market is still relatively extensive,and the awareness of marketing strategy optimization and innovation is lacking.Therefore,as a leading enterprise in the yellow wine industry,Guyue Longshan is optimizing and innovating its marketing strategy for southwest,which is conducive to the development of the whole industry.The thesis takes the southwest regional market of Guyue Longshan yellow wine as the research object.First,on the basis of elaborating relevant theoretical concepts and domestic and foreign researches,PEST analysis method,Porter’ five forces model and SWOT analysis method are used to deeply analyze the marketing strategy environment of Guyue Longshan yellow wine brand in the southwest regional market.The current marketing strategy status of Guyue Longshan in the southwest market is obtained,and the problems such as unclear market positioning,lack of core competitiveness of products,unreasonable pricing mechanism,imperfect sales channels,single promotion methods are found,and the reasons for the formation of the problems are the lack of systematic marketing strategy,shortage of resources and talents,lack of consumer cultivation and cognition,and strong suppression of competitive products.Finally,on the basis of the analysis of the marketing strategy environment,STP theory is used to subdivision,selection and positioning of the southwest regional market of Guyue Longshan.The marketing strategy is improved from four aspects,such as product,price,channel and promotion,and the corresponding safeguard measures are put forward for the smooth implementation of the new marketing strategy.In this thesis,the southwest regional market of Guyue Longshan yellow wine Brand is taken as the research object.First,on the basis of elaborating relevant theoretical concepts and domestic and foreign researches,PETS analysis method,Porter’s five forces model and SWOT analysis method are used to deeply analyze the marketing strategy environment of Guyue Longshan yellow wine brand in the southwest regional market,and the final research results of the thesis are obtained.At the same time,it can improve the theoretical system of regional marketing strategy research of Chinese yellow wine brand,and help Guyue Longshan yellow wine brand to exert its own advantages,integrate and optimize various resources,break through the market bottleneck,and give full play to the driving effect of industry head brand.At the same time,it also brings certain practical significance and reference for those enterprises of other brands in the industry,especially the small and medium-sized enterprises of yellow wine,which account for the vast majority,how to break through the regional market,break through their own limitations and expand market share.