Research On Marketing Strategy Optimization Of A Company’s High-end Baijiu

With the rapid development of China’s economy,per capita disposable income has been increasing year by year,living conditions are getting better,and people have higher requirements for material needs and consumer experience.Especially for Baijiu,which occupies an important position in China’s consumer market,the demand in its high-end field is growing rapidly.Studying and analyzing the problems faced by highend Baijiu production enterprises in the development process and formulating optimization plans for corresponding problems are of great significance for improving enterprise sales revenue and helping enterprises develop rapidly.Company A is an enterprise focusing on the production and sales of Maotai flavor Baijiu.This paper takes the optimization of high-end Baijiu marketing strategy of Company A as the research object.Firstly,starting from the industry background,analyze the current socio-economic background and competitor background,and provide specific explanations for the above two aspects.Then,guided by the 4V theory,through questionnaire surveys and interviews with company management personnel,summarize the problems and reasons that the company is currently facing.The main problems are product homogenization,single functionality,low brand premium,and low emotional resonance with customers,The reasons for the problem are low R&D investment,lack of brand culture development strategy,and limited emotional interaction with customers.On this basis,the optimization idea of A company’s highend Baijiu marketing strategy is proposed as: creating product differentiation,increasing product functionality,accelerating the development of brand culture,and enhancing customer emotional exchange.