The Study Of Foreign Grape Wine’ Marketing Strategy In Chinese Market

With the development of Chinese grape wine market, more and more wineproducts have been exported to China. Ten years ago, only250thousand cases wineproducts have been exported to China. At present, the data is16.5million cases,66times more. Although Chinese grape mine market have got great development, it stillhave much grow room.Now, Chinese grape wine average per person year expenseonly is less than one six of the world average level, but also is in the developmentgrowth period. With the development of the economics and the enhance of the incomeaverage person, especially the the middle class growing and the consumption structureupgrading, the account of grape wine consumption will go on presenting the fastgrowth the tendency.We are very excited about the data. It seems that we are already gone through thebig consumption of wine in the world. The expenditure of wine bring the commonconsumer about the history and knowledge of wine. However we know it deeply, ourmarket is unmatured on those respects: Import, Sales, Promote and Consumpt. Chinais a large country with big popularity which bring cake and also egg and basket.Starting from the history of the development of Chinese grape wine, the paperapplied modern marketing theory,4CS,4RS marketing theory and many methodssuch as market survey, literature search and SWOT analysis to the company’smarketing environment, resource conditions like internal advantages anddisadvantages,its present marketing state and current problems,explored the foreignwine’ marketing mode in Chinese market, and took the Specific Measures of openingthe domestic market.The paper aim to give the advice of reasonable marketing strategy for the importgrape wine enterprise entering Chinese market.