Study On The Marketing Strategy Of Mogao Wine

Wine as the world’s leading alcoholic drinks, has a history of thousands of years, brewing history of the production of wine in China began in 1892. After more than a century of development and evolution, a large number of wine producers have emerged; China has become the world’s largest, most potential wine market. After the reform and opening up, Chinese wine market has undergone tremendous change, the development of large-scale wine production methods, changes in the pattern of industry marketing, many imported wine brands have entered the Chinese market, gave the wine market in China has brought unprecedented opportunities and challenge.Gansu Mogao Industrial development co., LTD founded in 1995, it is the first wine production enterprise in Gansu province, as one of the four wines listed companies across the country. Wine grape planting base is located on north latitude 38°,which is one of most suitable places for grape growing. The advantaged location makes it is possible that Gansu Mogao Industrial development co., LTD could produce grape wine of high quality. So Gansu Mogao Industrial development co., LTD has great potentiality of development. The Sales market of Mogao wine mainly concentrated in the northwest market, and Mogao wine has a 80% market share in the Gansu province, But the share that Mogao wine has in the wine market of mainstream consumer city is not very desirable, it indeed hindered the long-term development of the company.The modern marketing theories were mainly used in the thesis. The method of investigation, conference and SWOT analysis were used extensively. According to the history and contemporary condition of the wine industry and character of Chinese wine industry, Mogao’s marketing environment and the company’s inner superior and inferior situation were analyzed. The question of Mogao’s marketing were founded and listed. Then the paper puts forward the marketing strategy of Mogao wine, and develop the product strategy, channel strategy, promotion and price strategy which is suitable for Mogao wine.We hope this piece of research is useful to Mogao wine in expanding the market of outside Gansu province.