The Marketing Strategy Study Of Xifenghuashanlunjian Wine

The wine industry has made great achievements after going through the high-speed development of 1980s, and at present, it is in the period of adjustment .In order to meet the needs of our national economy construction, and raise the comprehensive economic benefits of the wine industry, our nation has made the policies to adjust and rectify wine industry. The output of wine is becoming smaller and smaller.Under the competition is becoming fiercer, Xifenghuashanlunjian makes a remarkable achievement. meanwhile, there are lots of management issues in the company: marketing management, new product development, HRM, etc. If the company wants to be in the unbeaten position in the future competition, must reform and perfect the policies, otherwise be eliminated by the rival.The main content of this paper is to make a research on marketing strategy for Xifenghuashanlunjian and make expatiate and demonstration from three levels. Referring to lots of professional books and data, make expatiate and demonstration from three levels.Firstly, make analyze for the macro-economic environment and industry competition in wine industry;Secondly, make detailed and careful research for Xifenghuashanlunjian consumption market and marketing management;Thirdly, analyze the macro-economic environment and industry situation with the strategic thinking way,find out the opportunities and threats which the wine industry faces at present; the descript the inner resources and current situation of marketing management in Xifenghuashanlunjian company , finally draw the conclusion base on SWOT ,and make the marketing strategy for Xifenghuashanlunjian company with the theories of STP and 4Ps.