The Marketing Strategy Of GRAND DRAGON Winery LTD

Along with the development of Chinese economy and the raise of people consumption level, the growth of grape wine market is being in relatively stable time in China. Because duties of imported wine of China has fall from44.6%to14%, more and more foreign wine has entered Chinese market, and domestic main competitors enlarge the investment of the market. At the same time,many new entrants participate the industry for the high profits of wine, the competition is extremely intense. The GRAND DRAGON Wine is trying to fight for the share of the high-end market by using "organic wine". And the company should deal with the market which is full of the developing opportunity and the powerful challenge.By using the methods of literature research, interview and case analysis,the paper analyzes and compares the strategies of wine sales at home and abroad. And then, the macro-environment and industry environment of the GRAND DRAGON Winery LTD are analyzed by using PESTEL and Porter’s five forces competitive model. Also, the paper introduces the Internal environment of the company to find the problems in the the marketing strategy of the company and the reasons which lead to them. According to the analysis of the GRAND DRAGON Wine by using STP, the paper views that the company should pay more attention to how to develop a more tremendous market of wine and how to make the wine enter family life as a kind of consumer goods, instead of scrambling for the limited size of the wine market with the other companies in the same industry. The paper positions the female market, and help the wine enter family life by the acception of female consumer. Next, The paper uses the theory of4Ps marketing to make the GRAND DRAGON Wine a optimization design of marketing strategy. Then combined with modern marketing technology development as well as the wine industry characteristic, the experience marketing strategy is suggested. At last, the paper proposes guarantee measures to ensure the optimization design carry out smoothly.The innovation point of this paper is that when the development of GRAND DRAGON meets the bottleneck, the marketing staff should change their thinking, and pay their main attention on opening up new market.