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Study on the Marketing Strategy of Wuliangye Group

Author: ChenXia
Tutor: ZhuYuJie；DuanZhiRong
School: Tsinghua University
Course: Business Administration
Keywords: Wuliangye Wine Sole Agency Marketing
CLC:
Type: Master's thesis
Year: 2005
Downloads: 1941
Quote: 3
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Abstract


Wuliangye Group Corporation developed very quickly in the last decade. Its main brand Wuliangye ranked No.1 in the wine industry in the appraisement of the most domestic valuable brands in 2004, with a brand value of RMB 30.682 billion.The report analyzes the marketing strategy of Wuliangye Corporation from the aspects of the brand management, pricing strategy, channel construction, promotion. It tries to disclose strong points as well as weakness in the marketing system of wuliangye and its product line of wines. It could be concluded from the report that Wuliangye is successful in the brand construction on the whole. The sole agency pattern is the key factor for the success of Wuliangye while it also results in the problem of the management of the multi-brand products. Pricing strategy was used to be a strong tool of Wuliangye in the process brand construction. But the appreciation in the September 2003 showed the company had not made careful study before the new strategy adopted. Distribution system of Wuliangye is not so reasonable and its control on the system is badly. The effect of the advertisements in recent years did not meet the full expectation and there is no evident interaction among the whole product line.It could be referred from the report that the marketing system of the corporation is not so compatible with the wine market. The report also put forward suggestions according to the analysis. For example, Wuliangye should enforce the execution on the“1+9+8”strategy. Price should be determined after careful market research. Strength the design and management on the distribution channel. Improve the way and originality of the advertisement.

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