Research On Market Segmentation And Marketing Strategy In China For S Corporation

During the cause of wine industry rapidly developing of China, potential large winemarket attracts different competitors including native wine enterprises and internationalwine corporations. Chinese wine market is filled with all kinds of wine brands andproducts. Facing the increasingly dog-eat-dog wine market of China, S corporation needsto find some new breakthrough in wine retail channel (Off-Trade). Currently in wine retailchannel S Corporation should be faced with the problems----weak control capability ofwine retail channel and unbalance of wine products distribution.Firstly, this thesis anlyses the current status and market environment of Chinese wineindustry, and then it compares several leading competitors and finds what problems Scorporation is facing in Chinese wine market.S corporation finds that they could not simply use some old strategy in the wine retailchannel while they should make market segmentation for the channel. Firstly, Scorporation make some investigation and analysis about statistical end-user characters,their wine consuming motivation, their wine-buying decision action. And then Scorporation finds that different consuming crowds distribute into corresponding channels.Thus S corporation divides the wine retail channel into six segment markets:Hyper/Supermarket, Premium Supermarket, Wine Shop, Department Store/ShoppingMall，Convenience Store and E-commerce Platform.Through market segmentation, S corporation learns that different segments havedifferent characters. The ending-consumers in different segment markets have differentdemands for wine products. At the same time, the prompting manners should be taken forthe different ending-consumers. S corporation use the4P and4C marketing theory torework the market strategies based on the characters of different segments of market.At the end of this thesis, it uses an actual business cooperation case between Scorporation and City Super Group to further exemplify how S corporation makes marketsegmentation and how to work out the corresponding market strategy for some segment tomake success.The research findings of this thesis could be helpful to other wine corporations for their market strategy making and also helpful to the importers for their reference to solvethe similar problems in different business.