Study On Differentiation Marketing Tactics Of Great Wall Wine Company

After China joined the WTO, our wine enterprises face more opportunities and hazards than before. How could we win a larger wine market and acquire more benefits? Every wine enterprise is now in deep thought. This paper is a comb and remark to the differentiation tactics of wine product. Basing on microcosmic analyses on Chinese wine industry developing situation, we proposed some tactics for our wine market strategy and wine industry's sustainable development in the background of global economic integration. This paper includes 5 chapters.The head of the paper is introduction. It briefly introduces the background, goal and meaning of topic selection. Then, it follows the frontier of product differentiation, and offers the thoughts, means and innovational place. Then it combs the basic conceptions and theories of wine product differentiation, including entire production conception, consumer behavior theory, market subdivision theory and product differentiation theory. According to these theories, we could separate wine product to three parts, action, entity and service. Different product could satisfy consumers' different demand. So we have the necessity to make subdivision to wine product by consumer's different demand. After research on Chinese wine industry developing situation, we give the definition of wine and its place in grape-wine industry chain. To avoid the wine product homogeneity we proposed the differentiation strategy of wine marketing. The article gives some detailed tactics of Great Wall wine product differentiation. The four respects are grape varieties and wine types, wine quality level control, product brand and wine packaging. Grape material quality is the bases of the wine product quality. And other items also affect wine quality, such as place of origin, picking grape time, enology etc. Brand is a very important mark in wine selling and consumer's choice. Packaging becomes more and more important in wine market promotion. Pack's physical effect to protect goods becomes very less important. Buyer could distinguish wine product by these different items. It gives a substantial evidence to wine product differentiation. The Great Wall Wine Company Limited use differentiation tactics very successfully in wine marketing. The company founded Star Grade Mark, special mark five different product series and won a good economical result.In concluding remarks I made some prospects on wine marketing strategy research. It is a complex system and I only do very small part of the differentiation marketing. Much more questions are to be learned thoroughly and systematically in the future, such as price differentiation, promotion differentiation and combinatorial problem.