| A sound development trend appeared on grave wine industry in recent years, which was characterized by the increasing output, the improving steadily quality and growing economic benefits. As can be seen from this, grave wine is growing to be promising in liquor industry. As the grape wine industry is still in initial stage and grape wine market awaits further development, China's grape wine industry will meet challenges and opportunities and show a great potential for development in the next few years. The emergence of new market conditions like the upsurge domestic demand for grape wine, the declining tariffs and the introduction of new industry norms caused the competition to be intense increasingly. From the position angle of Shanghai Branch of Changyu Company, applying various methods such as the literature, case investigation and combination of qualitative and quantitative, through analyzing the external environment, internal environment and grave wine market status in Shanghai and also analyzing the competitive advantages, disadvantages, opportunities and threats of the company by using the tool of SWOT, in accordance with all of these analytic results, this article aims at exploiting suitable marketing strategies for Shanghai company and providing reference for the company to formulate marketing strategies. |
