Study On The Marketing Strategy Of The Market Of Jf Wine In North Jiangsu

The rapid growth of China’s economy, material and cultural life is increasingly rich. Chinese people have more spiritual and cultural enjoyment demand, in the diet not only the pursuit of health and nutrition, but also the pursuit of taste quality. Add the wine health, beauty and other propaganda has been deep into the public ideology, imported wine as in line with the consumption trend of Chinese products, in the rain in the Chinese wine market such as wind, obtained the fast development. Domestic consumers of imported wine increased on the other hand, wine shop, wine and liquor business chain of new sales channels increasingly rising, the old pattern begins to impact to commercial supermarkets, restaurants and other traditional terminal as the main body. Imported wine in China show an amazing power, China’s huge market potential will attract more and more imports of wine into the. In the import of wine, in addition to five famous village, CASTEL, the United States of America constellation, German black tower, Chile Sonya and a few brands, not brand for consumers generally familiar, the overall awareness of imported wine is not high. In addition to import wine is still no leading brand of a few dominant market position, which makes the future of imported wine industry present situation of all flowers bloom together.Summary this article marketing theory firstly at home and abroad, and then combined with the analysis of imported wine political, economic, and cultural environment of China’s actual situation, carried on the summary to the domestic and international wine competition situation, on this basis, according to the CASTEL of China’s ten major dealers for example, empirical analysis of imported wine survival state in China, compared to domestic wine enterprises in the Chinese market competition situation, finally through the analysis of the demand and SWOT, find out the company’s strengths and weaknesses, identify the target market of JF industry in Northern Jiangsu, then combining with modern marketing theory, established the JF wine in product strategy, price strategy, channel strategy and promotion strategy a series of marketing strategy. For the import of wine enterprises, domestic wine enterprises, as well as the import wine operators provide valuable reference. This paper is divided into the following five parts: The first chapter:introduction, mainly introduces the research background and the significance, elaborated the domestic and foreign research theory, on the basis of planning the structure and layout of this paper, and the research innovation and insufficiency of this paper.The second chapter:the elaboration of the related theory, to describe the main marketing research theory abroad, provides theoretical foundation for the following exposition marketing scheme.The third chapter:analysis of the status quo, detailed introduces the development of the wine enterprises import, JF wine company background, and the status of JF wine in brand marketing and problems.The fourth chapter:analysis of the macro environment, from the political, legal, cultural environment of wine enterprises, elaborates the domestic market competition environment, as well as the wine demand, through the above analysis, to lay the foundation for JF wine in Northern Jiangsu market SWOT.The fifth chapter:marketing strategy, in the theory and the case analysis, summarizes the research conclusion of this paper, and the JF wine regional market imported wine marketing policy recommendations.The conclusion of this research:by the domestic and foreign related theories of marketing, analysis of domestic and foreign wine enterprises, and current situation of domestic import wine operators, domestic market competition environment, political, legal, cultural, effects on wine enterprises, summarizes the related JF wine imports in the northern Jiangsu marketing strategy of wine.Characteristic and innovation of this paper lies in:combined with the most successful domestic import wine CASTEL operation mode, CASTEL analysis of ten major domestic dealers operating products, and provides some experience for China’s wine carriers. With the combination of JF wine marketing in the regional market situation, provide some theoretical as well as the choice of marketing strategy for the import of wine carriers.