| Grape wine is becoming popular by the people in the world as a healthybeverage.In our country, the per capita consumption of wine is only six percent of theworld average, therefore the popularity and development of wine industry is in thestage of growth and development.Along with the per capita national income levelenhancement and the continuous improvement of living standards consumers,specially middle classes’ growing strongly, Chinese residents begin to identify withthe value of the wine as a healthy beverage,and the consumption quantity of grapewine presents the tendency of fast growth, the proportion of expends in the wine isalso to strengthen unceasingly.The output of wine are larger than14%annual growthrate from2003,and the proportion of consumption in grape wine has increased inthe whole alcohol consumption.Therefore, the grape wine industry is a fine and highgrowth industry in China in the future.ChangYu brewing company was founded by Bishi Zhang.The company is thefirst industrialized factory producing grape wine in China,and it is the biggest wineproduction enterprise in Asia.The main products of ChangYu in four series of wine,including wine, brandy, champagne, wine for health and so on,and the annualproduction capacity over100000tons.Because the product quality is good, theproducts are exported to international market, and it gets more than20countrieswelcome,such as the United States, France, Australia.At the same time, ChangYu isthe Chinese well-known trademark and the first listed enterprises in the grape wineindustry. Marketing ability competition become core competitiveness of the enterprise inthe modern market economy conditions and the success or failure of the marketingstrategy is the key of enterprise can win the market.This paper studies thedevelopment of ChangYu Pioneer Wine Company Limited in the market ofchangchun.Although ChangYu Pioneer Wine Company Limited has abundant capitalability, strong influence of brand, and wide coverage of the marketing network andadvantage, but the development of the market in changchun is much slowly thansouthern market.How to change the situation and improve the brand of ChangYu inchangchun markets will have a very important realistic meaning.At present,there aremany defects in the strategy of marketing in the branch of Jilin,such as marketingmanagement is not meticulous, channel management is not clear, the phenomenon ofbugsell, multiple systems of price, the informations are not unimpeded and soon.These problems limit the rapid development of the business in a certain extent.From the position angle of Jiln Branch of ChangYu Company, applying kinds ofmethods such as the literature, case investigation, combination of qualitative andquantitative, through analyzing the external environment, internal environment andwine market status in Changchun and the competitive advantages, disadvantages,opportunities and threats of the company by using the tool of SWOT, in accordancewith all of these analytic results to analyze the current situation and existing problemsof the marketing of Jiln Branch of ChangYu Company. According to the4PScombinatorial marketing theory combined with the4CS and4RS theory, we putforward the suggestions that the company’s target market should be positioned in theintermediate market and senior market and not to give up the junior market.We alsodesigned a set of strategies whicn suits for Jiln Branch of ChangYu Company,includingprice strategy,product strategy, distribution strategy and promotionstrategy.Through analyzing and integrating integration of the company’s marketingresources,we suggest that ChangYu Company should adopt the brand strategy and strengthen the advantages in brand and enhance the market rate, improve customersatisfaction goal. |
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