Research On Marketing Strategy For Imported Wine Of Mega Company In Shanghai

Under the background of global market integration, the different consumers will have significant differences in the fields of demand of products, purchasing motivation, purchasing decisions and purchasing behavior. Product managers are difficult to use a single product to meet all consumers’ needs. In order to occupy a dominant position in the market competition, product managers need to select the appropriate consumers groups as the main target market, and plan the marketing channels scientifically, formulate the marketing strategy accurately. Mega Company is facing a series of problems in the marketing channels of imported wine. After investigating and analyzing the purchasing characteristics of imported wine consumers groups in East China area and studying the problems that exist in our imported wine marketing in East China market, the author, as Mega’s main operator, completes to formulate marketing strategy of Mega Company, in order to improve the consumer awareness of our imported wine series products, to increase the control of channels. Specifically, in this article, the content and results are as follows:(1) After analyzing the competition environment of our imported wine in East China market, according to the needs of each segment of the market, draw up the rational allocation of different products to solve the problem of uneven distribution of products;(2) According to the marketing theories of4P tailor the promotions to each segment of the market, therefore to raise consumer awareness of our imported wine series products, and to provide a safeguard measure to enhance the influence of channels control.This article results not only have strong guidance for our company’s market management, but also have certain significant reference for other wine companies to formulate their marketing strategies. At the same time, this article research results also have an important reference to optimize the construction of wine marketing system of our country, promote wine industry companies of our country healthy and sustainable development.