Focus Marketing Of Wine

For the increasingly fierce competition of domestic red wine market,the cost of effectively transfering related information to the target consumers is raising day by day. In the face of such many and complex information of different kinds of wine brand, the consumers are difficult to decide what to do and how to choose a satisfying product,since it will cost the them big time .For the purpose of conservating resources and improving efficiency ,it's an obligatory and urgent task for red wine marketers to make effective segmentation to the consumers.At present , red wine consumers is only segmented by the standard of economic income or consumer channels ,even there is not consumers segmentation at all. The effect of efficiency and conserving cost can not be well reflected.Based on market segmentation theory and other related supporting theory , this study explore the affect of red wine consumers' demographic factors and not-demographic factors of deciding styles.Based on the review of relevant theories and related concept definition, the paper constructs related conceptual model and seven hypothesis groups to solve this problem. This research use the method of questionnaire survey and the factor analysis and correlation analysis method to verify and correct the model by the statistical analysis software SPSS13.0.This paper makes the conclusions under the precondition of the sample swatches by analysis of data:(1)In the demographic factors, red wine decision-making mode and red wine consumers' age, education level has obvious relationship,but Income and red wine buying decision means no significant correlation. (2) In the not-demographic factors, Lifestyle, hobbies, self-awareness, and wine category cognitive and red wine consumption decisions style has significant correlation.The conclusion of this research compensates the limitations of domestic study of wine segmentation and certain the influential role of traditional demographic factor in wine decision-making mode. In the same time, this paper's conclusion certain the reference value of the not-demographic factors in wine mode of decision-making. At last, the study brings forward the disadvantages and future research.