Analysis of the Consumer Trends in the Chinese Alcoholic Beverages Market and Strategies for Product Promotion

The research is devoted to the peculiarities of marketing promotion of products in the Chinese alcoholic beverage market, taking into account consumer trends. The relevance of the topic is determined by the scale and dynamics of the development of the alcoholic beverages market in China, as well as the growth of alcohol consumption by Chinese youth and representatives of the middle class. In addition, the constant and rapid regulatory changes in China's alcohol market also require alcohol producers and marketers to adapt marketing strategies to changing market conditions. Based on this, the practical task of the study was to develop a marketing strategy to promote a new product using the example of Alcoholic Bubble Cocktails in the Chinese alcoholic beverage market. In the first chapter of the work, the author conducted an analysis of marketing strategies and consumer behavior trends in the global alcoholic beverage market, on the basis of which he came to the conclusion about the relevance of the Porter concept in modern market conditions. In the second chapter, the author analyzed consumer trends in the Chinese alcoholic beverage market, which demonstrated combinations of both traditional Chinese alcohol consumption patterns and models borrowed from the West. Thus, a tendency has been identified to increase the role of the younger generation of consumers, for whom alcohol consumption is a symbol of lifestyle and social status. In the third chapter, the author correlated various segments of the consumer audience with segments of the alcoholic beverages market in China based on consumer preferences and consumption characteristics, and also identified tools that allow you to personalize Porter's marketing strategies to meet the needs of companies in the Chinese alcohol market. Based on the analysis of the ready-to-consume cocktails segment, the author has developed recommendations on a strategy for promoting a new product (alcoholic Bubble cocktails), including partnerships with local companies and the use of social media tools. The presented strategy can be used to develop a business plan for bringing a product to the Chinese market.