Marketing Strategy Analysation About YUMA Wine

In our country,wine has a long history. It was introduced from XiYu in the period of XiHan. Then,the Qing dynasty encountered it’s downfall. Until the1980’s,wine made rapid progress at that time. Finally, we had been the fixth consumer after30years’ development. However, the distilled spirit and beer took advantage part in the market of wet goods nowdays.The percentage of wine consumption increased year by year. The cunsumer of our country hold25percent in the whole world. With the changing of people’s mind, the consumption in our country will increase much more in the future. Under this condition, many producers began to set up project and start construction, even if the material became scare buying. At the same time, the foreign markets have reached saturation point. The wine exporting to China made the competition worse.This text combines theory to practice, according to frequent touchment of mangers in YUMA enterprise and many other corporations, it finds the main problems in this industry. It was directed by the modern times marketing theory, with the deep comprehension of saleing actuality, Using SWOT theory, it analyses the superority, weekness, opportunity, threat. Finally, with the direction of4P theory, this study points out the developing and marketing strategy in the market of our department even our country.