Themarketing Strategy Research Of GuanJiayuan Health Wine

China’s health wine industry is a growth industry, with increasingly fierce competition. The whole industry has been developing several large-scale enterprises, but has not yet reached the monopolistic competition stage. The market development space is enormous. GuanJiayuan health wine Co., LTD, which is the first health wine enterprise of Hubei province,is this paper’s research subject. It is a small firm, but it located in Chinese medicine origin. So the product of GuanJiayuan has a distinct characteristic. This paper discourse the study purpose and content and theoretical overview. Porter’s five forces of competition model and SWOT model are two analysis tools used in this paper to make a all-around analysis of enterprise. In order to put forward a rural marketing strategy proposal.Another research focus of this article is the rural market, which focused the world’s largest consumer groups. The census report of2010show that the population living in towns is660million people, accounting for49.68%, while the population living in rural is674million people, accounting for50.32%. Rural market contains a huge consumption potential. Since the reform and opening up, the rapid development of rural economy is obvious. The steady increase in the income of farmers and rural consumption levels are rising make farmers have a strong desire to enhance health awareness, and improve quality of life. Health wine there is a huge market potential in rural areas. GuanJiayuan health wine draw support from the advantage that it located in the Chinese medicine origin to explore the vast rural blue ocean market.