The Study On The Marketing Strategy Of Guofeng Wine

Along with China entering into WTO and OIV, the grape wine brewing industry will become more and more regular .The domestic and oversea wine enterprises will compete with each other more and more intensely. In modern marketing oriented economy, the ability of marketing is the vital factor for enterprises to win competition .Guofeng company is a son company of Gansu Binghe food group corporation. The company plants kinds of grapes besides producing and marketing grape wine. The company is located on north latitude 38?, which is one of most suitable places for grape growing. The advantaged location makes it is possible that Guofeng company could produce grape wine of high quality. So Guofeng company has great potentiality of development. In two years after the company being set up; although Guofeng has sold its products successfully through alcohol places of the group corporation, Guofeng has no its own sale places and marketing strategy, this is a vital obstacle to its development. The marketing strategy was designed for Guofeng company to solve the question of marketing in the paper.The modern marketing theories were mainly used in the thesis. The method of investigation ,conference and SWOT analysis were used extensively. According to the history and contemporary condition of the world wine industry and the character of Chinese grape wine industry, Guofeng's marketing environment and the company's inner superior and inferior situation were analyzed. The questions of Guofeng's marketing were found and listed. Then the paper put forward the marketing strategy for Guofeng company according to 4Ps, 4Cs, 4Rs and integration marketing theory: to reselect Gansu middle market as its target market and relocate its marketingposition by its unique location and green products concept, to richen its middle product-line, to strengthen wine culture promotion, and to build sale place. Guofeng's advantage of location and culture should be made good use of. And Guofeng should find a chance to make price of its wine products more clarity. Finally, Guofeng should implement integrated marketing strategy to figure a famous wine brand.I wish this thesis will contribute a little to the development of Guofeng company.