Research On The Marketing Strategy Of YangHe Group During The Eleventh "Five Programming"

Entered into 21 centuries the white wine industry faces a big adjust and a big change. Under the new market situation, there're lots of changes in market competition of each wine factory. During the past 5 years development YangHe an old famous brand got a great progress, but the more serious competition make it a problem should be thought over by itself, how to grasp the new change to scramble more market share.This thesis gives a whole description of China's white wine industry strategy by management and marketing methodology. Depends on investigation the author gives External Factor Evaluation & Internal Factor Evaluation to YangHe's marketing status, at the same time he analyzes the YangHe's competition situation in market by Mike Porter's competition model and put forward the idea of the marketing strategy and tactics after the analysis by SWOT.This thesis is a relevant part of the eleventh"five-year"development plan in Siyang and it offers scientific basis for YangHe's marketing decision. The project has been verified by the relevant Government departments of Siyang and YangHe and has obtained favorable comments. What's more, it has certain reference meanings to the similar white wine industry of Jiangsu province.