Research on 4p Marketing Strategy of Guojiao Company in Liquor Industry Under the Influence of Covid-19

Abstract

Liquor industry has a special social status and economic value in China, which has accumulated a long history and culture, and is an important part of the national economy. The arrival of the new retail era and the iteration of information technology have made great changes in liquor marketing, showing the integration of online and offline channels. The prolonged spread of covid-19 in 2020 will have a major impact on the global economy, and has a longer impact on industry and consumer behavior. The epidemic leads to a significant reduction in the main consumption scenarios of liquor and an increase in consumers' preference for online shopping. Therefore, liquor enterprises need to adjust their marketing strategies according to the changes of the environment, and speed up the integration of online and offline development in response to the threat of the epidemic.