Research On Marketing Strategy Of Xiangjiao Wine Co. Ltd.

With the development of market economy, the expanding domestic demand and the expansion of domestic wine market, there are more than 38 thousand liquor enterprises either large or small in scale in China. The annual import of foreign wine increase sharply and alternatives such as beer and fruit wine start to appear. The proportion of domestic liquor consumption in wine market decline gradually, which brings huge challenge to the survival of domestic liquor enterprises, especially those second-tier brand enterprises. Although Xiangjiao wine Co. Ltd. has first-tier brand corporate culture,its marketing strategy is still at the level of the second-tier brand. How to elevate the brand value remains a big challenge for Xiangjiao Wine Co. Ltd..Based on the present development situation of wine industry, combined with the actual situation of Xiang cellar liquor, w, this essay aims to put forward innovation and reform based on the market strategy of Xiangjiao Wine Co. Ltd. Firstly, the development of liquor-making industry in China is analyzed in an overall way, then the market characteristics and market environment is analyzed in a macroscopic and microscopic view. Also the overall development pattern and competition posture is fully analyzed. Secondly the present situation of the Xiangjiao Wine industry and the marketing strategy of Xiangjiao Wine Co. Ltd is expounded. The related reasons and problems are expected to figure out based on the analysis of the whole picture of wine industry and comparative analysis between Xiangjiao Wine Co. Ltd. and its competitors. Finally, from the perspective of target customer groups based on market segmentation, and how to improve the combination of different marketing strategy, and how to construct the enhanced marketing security system, suggestions about the optimization of marketing strategy of Xiangjiao Wine Co. Ltd. are proposed.