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China's economy became a critical period of transforming the economic development mode, optimizing the economic structure, and changing growth drivers. The economy shifted from a stage of high-speed growth to a stage of high-quality development. This study took the reform of liquor state-owned enterprises in Sichuan as an example and tried to analyze the impact of state-owned enterprise reform on consumers' perceptions by analyzing how Sichuan liquor could serve consumers according to the changes in the macro and microenvironments. The influence of value and the beneficial and adverse affected on the state-owned enterprises of Sichuan liquor, thus demonstrating that the macro- and micro-changes carried out with market-oriented reforms as the starting point have a high positive correlation with consumer satisfaction. The purpose of this study was to investigate the significant difference in consumer satisfaction with different control variables (gender, age, income, occupation, and education) for the alcohol state-owned enterprise reform; to examine the influencing mechanism of the Sichuan consumer satisfaction in macro and micro reform based on the alcohol state-owned enterprise reform; and to suggest feasible suggestions for promoting liquor sales reform elements through market- economic reform, state-economy control, state-policy control, independent operation and legal entity, and entrepreneur spirit for better management operation. Four hundred fifteen completed questionnaires of Sichuan residents were collected through the online WeChat platform by random sampling between March and April 2023. The results showed the influencing factors of macroeconomic and microeconomic reforms impacted consumer satisfaction with liquor sales reform. Other influencing factors of market economic reform, state economy control, state policy control, independent operation and legal entity, and entrepreneurial spirit significantly impacted macroeconomic and microeconomic reforms.