Research Of Marketing Strategies For Yinhao Winery, Inc.in Daqing

Under the condition of modem market economy, the competition between enterprisesfocuses on their capabilities in the market, i.e. the competition for marketing ability. Therefore marketing strategy is crucial to enterprise's success in the market. Although Yinhao Winery has such advantages as strong financial resources, newly rising brands, and a wide spread of marketing network, there are a number of shortages in marketing strategy. For instance, its management strategies are simplistic and outdated, its marketing channels are arranged and managed in a simplistic and chaotic manner, its price system is not adaptive to the change inmarket, its promotion is of poor performance, etc. These problems severely hamper the rapid development of the company's business. In this thesis, we took Ningxia Yinhao Winery, Inc. at Daqing as the objective of research, examined this company's product strategy, price strategy, channel arrangement and promotion strategy, based on which we proposed a basic set of marketing strategies and brand strategies for this company, as well as the modes for it to carry them out.In this thesis, combined with the characteristics of and future trends in wine industry at both domestic and international market, we applied modem marketing theory and many methods such as market survey, literature search and SWOT analysis to the company's marketing environment, resource conditions like internal advantages and disadvantages, its present marketing state and current problems. According to the 4PS combinatorial marketing theory combined with the 4CS theory, we proposed that Yinhao's target market should be focused on the average and top end. We also designed for Yinhao a set of strategies that suits Yinhao, including product strategy, price strategy, distribution strategy and promotion strategy.Incorporated with its marketing resources, Yinhao should adopt the brand strategy whose core would be the maintenance and construction of the brand, strengthen the advantages in brand and enhance the communication of it with its customers, retail ends and the general public.We hope this piece of research is useful to Yinhao's healthy development in marketing capability.