Research on festival effect and promotion strategy of Baijiu marketing in hypermarket

Abstract

Aiming at the festival effect of Baijiu marketing, based on the two-year sales log data of FX Baijiu in hypermarket, the significance test of daily average sales differences between festivals and non-festivals was carried out by Wilcoxon's sign rank test method. The significance test of differences in average daily sales in different seasons was conducted with Spearman correlation coefficient and Kruskal-Wallis test from four dimensions of product characteristic factors. The results showed that the Baijiu marketing in hypermarket had significant festivals effects on the Spring festival, Mid-autumn festival, National Day and New Year's day, but its effect degree varied with different festival and product characteristics. The dispersive influence of Chinese Baijiu culture led to different festival atmospheres blending into different Baijiu consumption characteristics. On this basis, the promotion strategies based on festival effect were put forward. This study expanded the theoretical research of marketing and supply chain management, and could provide decision-making reference for enterprises to improve sales performance and avoid out of stock or bullwhip effect.

Keywords

• baijiu|marketing|hypermarket|festival effect|promotion strategy