A Study On The Wine Marketing Strategy Based On Consumer Behavior

The reseach is about distilled spirit Marketing strategy based on the analysis of the consumer behavior.To explore the market by the greatest extent, increase the benefit of the corporation by establishing scientific and standard distilled spirit Marketing, we should make pertinent marketing scheme and differentiate the consumer, finally offer a reference to the craft brother.Through analyzing the character of distilled spirit consumer behavior and the theoretics of the most domestic distilled spirit marketing strategy,we can indicate the disadvantage of the marketing strategy and measure,then fractionize the target consumer and distinguish the developing phase of distilled spirit market by using the pulling force and thrust theory and consulting the actuality of domestic market operation. According to the analytic result, we can point out a original measure aiming at the different developing phase of market,and bring up the loyal consumer during the choice of the market and the consumption of the product,to turn the target consumer into the loyal consumer and increase the number and enhance the competitive ability,then enlarge the share of the market by exploring the consume market,such as the central market.The market share of The JingPai Corporation increased from 8-15% to 30-36% during 2004～2005 by adopting the methods of marketing.Conclusion: psychogenic consumptive standard and consume inertia would influence the consumptive decision-making. It is a long way to explore and bring up the loyal consumer colony ,that must go through the phases of Know- Attemption- Satisfaction-Loyalty.We can effectively fractionize the target consumer with 80/20 principle,and differentiate the loyal consumer colony of competitor with the"snowballing"tactics. The pulling force and thrust theory can be adopted to analyse the developing phase of distilled spirit market and direct the market exploitation,The developing of the center market function should be based on brand establish and loyal consumer exploitation.