Study On The Market Analysis And Marketing Strategies For Changyu Wine In Shenyang

At present, our country grape wine average per person year expense only is the world average level 6%, but also is in the development growth period, along with the per capita national income level enhancement, specially middle class's growing strong, as well as the consumption pattern promotes, the grape wine took the healthy drinks the value is widely recognized the same level factor, the grape wine consumption quantity presents the fast growth the tendency, expends in the wines the proportion also unceasingly to enhance.In this thesis, combined with the characteristics of and future trends in wine industry at both domesticand 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 likeinternal advantages and disadvantages, its present marketing state and current problems. According to the4PS combinatorial marketing theory combined with the 4CS and 4RS theory, we proposed that Changyu's target marketshould be focused on the average and top end. We also designed for Changyu a set of strategies that suitsChangyu, including product strategy, price strategy, distribution strategy and promotion strategy.Incorporated with its marketing resources, Changyu should adopt the brand strategy whose core would be the maintenanceand 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 Changyu's healthy development in marketing capability.