Study On Marketing Management Of The Middle-sized And Small-sized Grape Wine Enterprise In Jilin Province

Facing a competitive market with opportunities and threats at the same time, an enterprise should successfully conduct marketing, withdraw currency in time and provide power for its follow-up development if it wants to exist and develop. With the increase of market competition, marketing and marketing management have become a compulsory course for the enterprise managerial staff.The grape wine consumption, which has a strong fashionable flavor, is not popularized in China at present. So the marketing and marketing management of grape wine enterprises have their specific characteristics. The medium-sized and small-sized grape wine enterprises in Jilin province limited by the raw materials and the economic development have fallen behind the counterparts in Hebei, Shandong and He'nan provinces at their developing level. The marketing. and marketing management of the medium-sized and small-sized grape wine enterprises in Jilin province have still been at the elementary level. The author playing the role of an enterprise manager and utilizing market environment analysis theory comprehensively, consumer purchase behavior theory, market detailed division theory and marketing combination theory in this thesis has analyzed and evaluated the marketing and marketing management of the medium-sized and small-sized grape wine enterprises in Jilin province based on the author's practical experience and investigation of grape wine enterprises.This thesis definites the medium-sized and small-sized grape wine enterprises in Jilin province according to their investment scales and their expression in the market. This thesis mainly analyzes the marketing environment of the medium-sized and small-sized grape wine enterprises in Jilin province according to the their history and the present situation. This thesis combiningtheory with practice and studying the market detailed division, the selection of target market, the construction and development of marketing channels and network, and the construction and management of marketing ranks put forward corresponding measures and ways in order to improve the management situation for the medium-sized and small-sized grape wine enterprises in Jilin province and construct the marketing management system for modern enterprises.