The Zhangyu Company Marketing Strategy

Along with the development of Chinese economy and the raise of people consumption level, the growth of grape wine market is being in a relatively stable time in China. Because duties of imported wine of China has fall from 44.6% to 14%, more and more foreign wine has entered Chinese market, and domestic main competitors enlarge the investment of the market, the competition o is extremely intense. In the dominant position of Chinese wine industry, CHANGYU COMPANY should deal with the market which is full of the developing opportunity and the powerful challenge.The core of the competitions among enterprise is the competition of marketing ability. The successful marketing has created the rich profit for the enterprise, and has laid the good foundation to cultivate own ability and to improve the core competitive ability for the enterprise. The quality of marketing strategy directly relates the rise or fall and success or failure of which managed to the enterprise. So it is very important for the enterprise how to set a series of suitable marketing strategy in cause of the vital role of marketing strategy.In this paper, the proposal is tactfully implement in a series of marketing tactics along with correlation marketing that obtained by means of the analyzing of the wine field and CHANG COMPANY, and giving the thinking to adjust corporation developing further, also be able to possess specified reference value to other colleague trade business The article is constituted of six chapters. In chapterl, it is introduction, and its content includes the question proposed, the research mentality and the research technique as well as this article content structure. In chapter2, it is theory basis. It introduced the theory basis of marketing strategy plan and research present situation about the domestic and foreign marketing; In chapter3, grape wine field present situation analysis, introduced the domestic and foreign grape wines profession present situation, has analyzed the domestically produced grape wine, the import grape wine, to the grape wine expense market, the channel and the competition pattern has carried on the elaboration; In chapter4,its open the abundant company marketing present situation analysis, to open the abundant company marketing present situation, the competitor has carried on the elaboration, the main question which in the diagnosis marketing present situation existed, then to open the abundant company to implement the SWOT analysis. In chapter5,its open the abundant company marketing strategy plan from the product, the price, the channel, the promotion and the brand angle embarks, for open the abundant company to propose set of basic marketing strategies. In chapter6,its illustrated the precautionary measures when the marketing strategy would be put into practice.