Looking at the liquor market, the marketing of new brand liquor has a long way to go, and it needs more innovation to create a new marketing model with its own brand characteristics in order to gain a place in the fierce market competition. The following is a paper on liquor marketing strategy that I recommend to you. I hope you like it! Liquor Marketing Strategy Paper 1

On Marketing Strategies of Modern Liquor Industry in China

Abstract: This paper will take Gujing Distillery as an example to analyze the marketing strategies of modern liquor in China. Competition is one of the troikas to promote economic development, and Chinese liquor enterprises are also in the stage of high-intensity market competition. However, how to adopt correct marketing strategies in the competition so as to stand out in the liquor market is a major problem for Chinese liquor enterprises.

Keywords: liquor marketing strategy of Gujing tribute

In Li Bai's eyes, liquor is borrowed to relieve anxiety; In the eyes of doctors, wine is used for disinfection; Nowadays, wine has become a bridge between people on most occasions, so wine has become an ancient and long-standing culture in China, which has invaded the hearts of every Chinese. The huge market demand not only brought opportunities to the development of liquor industry, but also brought many challenges, such as the "Qin Chi Incident" in 1997 and the "Shuozhou Poisoned Liquor Case" in 1998, which made many liquor enterprises realize that the operation of this industry is risky, so they all sought effective marketing strategies to get rid of the predicament and hope to achieve sustainable development, which also proved that liquor industry in China has not become a sunset industry and it is still an indispensable weight of economic development in China. However, in the development of liquor industry, it is not easy to find the right marketing strategy, and it needs constant breakthrough and innovation.

1. The marketing method of Gujing Distillery

1. Establish the marketing concept as "improving the quality of life of the broad masses of people"

In 1988, China opened the price of famous wines, which greatly increased the value of famous wines in China. However, the chairman of Anhui Gujing Distillery Co., Ltd. was not immersed in this good situation, but was prepared for danger in times of peace. He realized the hidden crisis behind the best-selling of famous wines, that is, In 1989, many liquor enterprises changed from seller's market to buyer's market, and the sales volume dropped sharply, resulting in economic depression. However, at this time, the chairman of Gujing Distillery came up with a long-planned strategy: let Gujing Distillery reduce its price and enter the table of ordinary people, and established the belief of "customer and reputation first". Its introduction won unanimous praise from the liquor consumption market, which enabled ordinary people to afford one of the eight famous wines in China. This not only improved the quality of life of the people, but also broadened the consumption market of Gujing Distillery, found the correct and effective ways and strategies to solve the problem of narrow liquor consumption market in China, and finally made Gujing Distillery unique in the predicament. Thus, innovative and effective strategies are very important for liquor marketing.

2. Adhere to the combination of "open source" and "throttling"

"open source" means that enterprises should unswervingly promote the rapid development of Gujing Distillery industry, broaden the consumer market, and make consumption drive production. "Throttling" means making effective use of the low-cost operation of the industrial system, improving the efficiency of liquor production from the aspects of raw material procurement, human resource distribution and management, and technological innovation, so that the time consumed in the production of Gujing Distillery is far less than the socially necessary labor time, thus expanding the profit space. "Open source" and "throttling" fundamentally highlight that Gujing Distillery Co., Ltd. has a unique management model and business model, which is conducive to the sustainable development of Gujing Distillery and greatly improves its ability to resist market risks. As the chairman of Gujing Distillery once said, "We can't live in the shadow of the past, and we need to move forward when we are under pressure. I believe that it will come out again, and I have never thought of giving up." As long as liquor enterprises have such persistence and confidence and face difficulties positively, I believe that China's liquor industry can develop continuously and well, contributing to China's liquor culture and promoting the sound and rapid development of China's economy.

2. Effective strategies for modern liquor marketing in China

1. Create a brand-new brand image and find a correct brand positioning

A company's brand represents the company's image, and a company with a brand will have a stable place in the market. Consumers are often greatly influenced by brand effect. Creating a brand-new brand image in liquor industry can attract consumers' attention and build a bridge for consumers to communicate effectively with enterprises, and at the same time, it can find a correct brand positioning for liquor industry itself. For a sailing boat without direction, the wind in any direction is against the wind. Therefore, for the liquor industry with a fixed consumer group, it is necessary to find the direction of industrial development, create a brand-new brand image, and strive to make its products develop in a popular direction. Of course, the brand-new brand image must conform to the requirements of the times, which can better meet the market demand of consumers and is also the clearest expression of corporate image. Brand image is built on the basis of honest management. Without honesty as a guarantee, brand effect will be water without a source, so liquor enterprises should pay attention to establishing their reputation and image while building brand-new brands.

2. Building a comprehensive market and information network

One of the most basic tasks of liquor sales is to build a comprehensive market sales network, because sales ultimately depend on the market as a carrier. Horizontally, the market network includes wholesale markets, restaurants, hotels, supermarkets and so on. Vertically speaking, it is necessary to establish a consumption level so that products can meet the needs of different consumer groups. In this sales network, the most important thing is to have your own core customers, and to constantly expand your core customer base with good quality and reputation and strong publicity, so as to ensure that your liquor products occupy a fixed number of consumer groups in the market and provide an effective guarantee for the continuous sales road. In addition, this market network also needs an orderly management mechanism, so as not to make this established network stand the test of the socialist market economy. Information network and market network are equally important. In this era of information prosperity, whoever has the most timely and comprehensive information means that he is not far from success, so liquor sales also need to rely on information network. The construction of information network can provide a convenient platform for modern liquor sales in China.

References:

[1] Zhang Zhihua. Thoughts on liquor marketing model and channel construction [J]. Food research and development, 2115,15

[2] Zhang Kan. Open source and cut down on Gujing Distillery to find a shortcut to development [J]. shanghai securities news, 2117,19

[3] Guo Lei. 14

[4] Wang Zhangang. Analysis of modern liquor marketing [J]. Manager's Daily, 2114,19

[5] Zhong Shi. Gujing Distillery is based on efficiency [J]. Manager's Daily, 2116,13

Click the next page for more > > > Paper on liquor marketing strategy?