MBA教育中心知识库

Enterprise's marketing ability is the basic guarantee of enterprise's profitability.Marketing is very important to enterprise's development. Marketing is also the key means to build brand image and gain loyal customers.In this paper,Lanzhou Yidao Brewing Beer industry,its marketing strategy as the object of study,its position in the local market, influence and business operations were studied and analyzed.Lanzhou Yidao Brewing (Entrepreneurial Enterprise) is emerging in the local brewing market.However,in the development process,the limited resources of enterprises restrict the development of enterprises,therefore, enterprise transformation is imminent.Furthermore,with the gradual maturity of transformation and fine brewing technology,the impact of marketing strategy on sales mode and product publicity,grasp the lifeline of the enterprise itself.

Based on the theory of marketing and marketing methods,this paper analyzes the development of fine brewing beer industry at home and abroad,combining with the current market situation and the problems of enterprises.Referring to the 6Ps marketing mix strategy,this paper analyzes the problems such as serious homogeneity of products, insufficient coverage of products and vague self-positioning in the early stage of the development of enterprises;in addition,the high price of products in the early stage of the enterprises and the lack of effective

promotion means;in the aspect of channels, the problems such as single marketing channel and backward distribution structure;in the aspect of promotion strategy,the imperfect stickiness of consumers leads to the survival of the whole marketing mix strategy of Yidao fine wine under  the current fierce market competition.On this basis,we will use the STP theory to reposition and subdivide the enterprises and products,and form the marketing strategy formulation and suggestions that are practically suitable for the enterprises.Finally, we will use the 6P marketing combination theory to optimize the marketing strategy,and provide reference for enterprises' marketing activities through product differentiation,innovation,packaging,discount pricing and differential pricing,channel strategy improvement,promotion strategy improvement and combination of power marketing and public relations marketing. Finally,the construction of marketing team, increasing capital investment and improving the CRM system guarantee measures for the implementation of marketing activities escort.

On the one hand, the difficulties and bottlenecks in the growth of the entrepreneurial enterprises similar to Yidao Brew are highlighted, and finally, the specific countermeasures and suggestions are put forward. On the other hand, the study of fine brewing beer marketing reveals the great potential of market segmentation, which has a certain reference significance for our country's fine brewing beer industry.