Research On Tactics Of Wine Marketing Innovation Of Huaoutiancheng Company

In today’s competitive market environment，Enterprises not only face the traditionalcompetition based on product itself, but also through the effective use of marketingtechniques to gain market competitive advantage, the traditional competition for the centerwith product is mainly embodied in the cost leadership strategy, quality win, and modernmarketing strategy competition is mainly embodied in the aspect of advertising, promotion,etc. Zhejiang huaoutiancheng import&export co., LTD is a trading company specialized inimport wine Romania. The logic of this study is: Huaoutiancheng company backgroundintroduction-east China marketing internal environment-the east China areas marketingenvironment analysis, consumer demand analysis, target market, marketing mix strategy areput forward. This study based on the analysis of the modern market marketing theory as thetheoretical basis, analyzed Huaoutiancheng company existing problems in the process ofdevelop east China market, put forward targeted marketing strategy, if find the suitable forChina’s day marketing model for the development of the company, so as to promote theexpansion of market share, achieve huaoutiancheng company in east China’s sustainabledevelopment in our country.This study selected the gender, age, income, personality characteristics of the fourelements as Huaoutiancheng Company wine consumer market segmentation variables andsubdivided into four segments. Specialization strategy based on "selective", from theperspective of different market segmentation, huaoutiancheng east China wine target marketpositioning for men, women, young and middle-aged market, middle and high income, highincome people, fashion crowd market and professional white-collar consumer market. Thisstudy will hua-ou days shing wine company target market positioning in the east China areato provide to New Zealand’s excellent products, fair and credible price, providing a uniqueexperience, custom service, has the affinity of the communication, to provide convenientchoice. On product innovation, developing with Huaoutiancheng Company must adhere tokey in high-grade products, steady development of low-grade products. HuaoutianchengCompany is more suitable for take high price competition strategy, and not suitable for lowprice competition strategy, however, Huaoutiancheng Company must guard against pricecompetition on the market on the impact of enterprise development. The pyramidal channelstructure main show is: the total dealers, level2, level3wholesalers, dealers’ retailers. In dealer’s management, the company should be mainly from the following several aspects:marketing management, regional management training, and dealers of distributor. In addition,consumer marketing leader can bring considerable economic benefit for enterprise.