Analysis And Design On The Marketing Strategy Of RP Wine Corp.

In the coming years domestic wine market is developing rapidly in China with theimported taxation of red wine decreased year by year after entering World TradeOrganization. Worldwide wine export nations regard China as their biggest strategicmarket and open their branch agencies like Castel and Vin Decome. MeanwhileChinese dominant wine companies like Great Wall and Chang Yu accelerate theirglobalization and brand impact lift plan by purchasing overseas wine estate. Well,imported wine distributors which are normally small firms have to face the big challengefrom both sides and try to find out an appropriate way to develop them in closed marketcompetition.The dissertation first introduces the concept, history, brewing process and the healthbenefits of wine, followed by a brief introduction to the worldwide wine industry presentsituation, and shows the worldwide production of the wine industry separately in the EUand non-EU producing areas, with specific data to distinguish between production andconsumption. Thirdly the paper introduce China’s wine market to see the broad prospectsof China’s wine market, and describes the Chinese wine market from public consumptionto the gradual popularization of three market stage to the brand. The next paper is basedon the market in Wuhan, Wuhan city is characterized as the starting point illustrates theobjectivity of the wine market, and then analyzes the competitive landscape in Wuhan, andthe use of market research on the local wine market thoroughly, to obtain the data after adetailed analysis. Combination of market and industry awareness, and sort out theintegrated use of strategic management, marketing and other related knowledge, toreposition itself, through SWOT analysis, breakdown of the target customer base, andaccording to the status of its own enterprise RP wine characteristics of the customer basein many aspects of the product, price and promotion RP company’s marketing strategydesigned to enhance the core competitiveness of enterprises, to prepare for thedevelopment and growth in the fierce market competition.