China and the United States turned to the precision marketing strategy.docVIP

 PAGE \* MERGEFORMAT 4 China and the United States turned to the ‘precision marketing strategy’ Is 8 yuan - 30 yuan / bottle to the level of middle and low spirits are struggling? Or finally found one’s own road to sustainable development? Fenjiu Group Golden House wine through the precision study of consumer demand, to adopt a different strategy From EMKT. precision marketing, thus achieving the low-end brands to high-end brand in China and the United States turned around. Background: A low-end brand in the choice of Fenjiu Group Golden House wine is personalized Fenjiu Group brand, in 1999 the market became operational in 2001, a breakthrough in Shanxi province, ushered in the heyday of development in order to become an annual sales of nearly ten thousand tons fen develops brands player. Has achieved full coverage in Shanxi Province, Linfen in the base market, strategic market areas such as living in Changzhi market share of spirits over 45% of the total sales, is well-deserved strong brand. Win the brand to make preparations, gold home winery through ‘golden house wine that happy event to! ‘Likes and cultural dissemination strategies, and promote the full range of coverage of a large-scale ground-force marketing strategy, the market formed a good sales atmosphere, while secondary to the common buying gifts, Fandian other promotional activities for the channels of the rapid rise of the gold home winery. However, the operation has been to take a routine approach to the market is clearly outdated, from 2004, the competitive form of wine has undergone a fundamental change in a large number of liquor brands flocking the operation of competitive markets to the sale of conventional or unconventional mode within the liquor industry, started the melee; In addition, some new business models such as the terminal for Wang also began to show its sharp edge. Meanwhile, the fen there have been signs of recovery in the market to the old 100 in Henan Province, represen