Competitive Marketing Strategy Research For The GREATWALL Red Wine

Red wine's market coverage is lower than that of overseas market. It is known by consumers in China less than beer and distilled spirit, so red wine industry is considered hopeful and huge space to develop. With the customs' further fallen, many foreign red wine manufacturers' entry into China .In other words, competition will be much more fierce in the tomorrow' field of red wine. By gather and analysis a grate deal of materials, the author find that there are lots unsolved problems on the GREAT WALL red wine' marketing strategies, such as internal waste, resource waste and brand maintainability. The existence of these questions has restricted the sound development of it. The author passes and studies the relevant marketing theory carefully, by combining the theory with practical experience, the author results the product should take following suggestions: For CHINA NATIONAL CEREALS, OILS & FOODSTUFFS CORP. (for short cofco);(1)doing business they specialize in and giving up other incapability things,through differentiating marketing(2)Optimizing resource to Integrate the brand of the GRATE WALL (3) Positioning products manufactured by the three factories. (4) Establishing and spreading the culture of the GREAT WALL red wine. The author hopes this paper will help cofco to carry on further revision and change to their existing marketing tactics and raising the competitiveness.