Research On Marketing Strategy Of Imported Wine Based On SNS

Wine is a special charm industry in the social, economic, and cultural history. Impacted by Financial Crisis, major international selling places like EU, U.S. and Australia have shrinking demand and price falling. Weak demand in traditional market makes manufacturer increase efforts to emerging market like China.Compared to beer and liquor, wine consumption in China is still a minority. According to statistics, China's wine consumption in the domestic wine only 1% of total annual consumption per capita annual consumption of about half a bottle of wine, wine consumption in 2005 accounted for only 1.2% of beer consumption in 2008, annual consumption of wine, liquor accounted for only 1.5% of the total, while 90% of wine market share by domestic wine occupation,10% is imported wines. Although the occupation of the high-end market by imported wine, wine production as imports less expensive, and poor consumer awareness of its characteristics, the consumption of imported wines is very limited. With the development of economy and increasingly sophisticated consumer attitudes, more and more consumers in China began to accept wine that healthy, attractive drink. According to research firm International Wine & Spirits (IWSR) forecast, in 2012, China will become the world's fifth-or seventh-largest wine market, consumption will reach 1.2 billion bottles. The next five years, imports of wine will account for 30% market share of wine.Although the wine industry on the rise, but Chinese consumers are still not clearly identify the imported wine and domestic wine significantly different, with the result of domestic and imported wines, wine can not compete. Most of the current promotion of imported wine shop with commercial or other forms of super, super-shopping environment for business has been well-known liquor brands, but not with wine to enhance consumer awareness of the environment; store while providing experts to explain, but because of the price of imported brands and the emotional impact of a strange sense of exclusion, most consumers rarely take the initiative to enter the store product information. Therefore, the imported wine urgent need to find the right marketing strategy to open market situation, raise consumer awareness of imported brands, develop brand loyalty of consumers. Compared with domestic wine, imported wine brand in the cultural heritage has enough advantages to large-scale and domestic wine brand image advertising than imported wines should focus on the promotion of culture and marketing. However, currently imports wine is at a competitive disadvantage in the Chinese market as product differentiation is not obvious, the high cost and other reasons. This paper aims to dig imported wines rich cultural heritage and promote relations demands by means of SNS, in order to solve the imports wine problem in the traditional marketing strategies that ignores branding and cultural transmission. Firstly, based on imported wine in China's vast market prospects and competitive position of the disadvantaged at present, to introduce imported grapes SNS to provide a cultural platform to promote communication and relationships; successful entry of imported wine in the analysis of cases in other countries on the basis of imported wines in China's market prospects, competitive position and marketing strategies adopted by the current main emphasis of the traditional marketing strategies to solve problems; with the guidance in the six-dimensional theory, the writer tries to construction a framework for strategic marketing of imported wines. After that, specific strategies using SNS are applied from perspective of price, brand, channel, promotion. Wine industry case studies is used to demonstrate the feasibility of using SNS for the marketing of imported wines to carry out the practical reference.