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Tengger Wine Liquor Marketing Strategy

Author: JiangRenJi
Tutor: DongYaLi
School: Lanzhou University
Course: Business Administration
Keywords: White spirit Marketing Strategy Immediate consumption
CLC: F426.82
Type: Master's thesis
Year: 2011
Downloads: 584
Quote: 0
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Abstract


China 's liquor market for many years maintained a momentum of rapid development , however, the overall product oversupply , competition is fierce ; national monopoly situation although not yet formed, but the concentration is increasing rapidly . How to strengthen marketing capabilities , is undoubtedly the liquor class enterprise survival and development focus. Gansu Tengger Wine and Food Co., Ltd. is a typical small liquor business , its marketing strategy research, not only for the competitiveness of enterprises and development of practical value, but also on the marketing practices of similar enterprises has certain guiding significance. Firstly, the development of the domestic liquor companies , current situation and the competitive landscape is analyzed, and then through the Tengger Wine Company SWOT analysis and STP analysis , without affecting existing products under the premise put forward new brand Tengger liquor product positioning ; and 4Ps main line of liquor products Tengger pricing, distribution , promotion strategy is analyzed in detail , obtained Tengger series of wine marketing strategies ; final characteristics of the industry for the liquor market proposed marketing strategy Tengger liquor integration of safeguards recommendations. This study seeks to achieve the following objectives : first , the use of marketing theory and methods to guide the Tengger wine marketing practices for specific marketing strategy design ; Second , small and medium enterprises liquor companies how to learn from the experience of successful design of its marketing strategy system as soon as the end of the liquor industry disorderly competition situation, so that liquor sales to the healthy and orderly development track ; Thirdly, the specific application of marketing theory marketing practices of liquor products to supplement the lack of relevant studies to address the presence of liquor product marketing practical problems.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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