The Study On Marketing Strategy Of B Brand Wine Company Based On STP Theory

In recent years, Chinese economy is developing and the living standard of the people is increasing. And the red wine is very popular among the Chinese because of its elegant tasting way and rich in healthy ingredients. As the decline of tariff of the red wine, the foreign vintners start paying more attention to the potential market, China. As a result, the wine business has a rapid development in China. Some wines from South America, North America and East Europe begin prevailing except some traditional wines from Italy and France. While several domestic magnates also seize the market without the weakness, some wine importers are facing serious challenges based on that case. There is a serious problem needed to consider that how to take a place in this big market and how to evaluate the company itself and the adopted marketing strategy accurately.The B brand wine company, which is studied in this paper, was established by a wine importer in 2011.And it is the only agent in China for this brand, focusing on the selling and popularization in China. By using the marketing strategy theory, this paper analyses the marketing strategy of the B wine company and develops appropriate marketing tactics based on STP theory. And this paper analyses the company in the face of internal and external surroundings in details based on the development of B Company so that it can have a comprehensive cognition of the company. Meanwhile, this paper also makes the market segments faced by the company from four directions, that is, geography, population, psychology and conducts.And then it analyses the company itself and chooses the target market and strategies based on it. Based on the above analysis, this paper will analyze the problems and reposition the company and then make the marketing strategy. In order to make sure the implementation of the marketing strategy, the company needs make appropriate measures to guarantee the practice of the strategy. At last, this paper gives a summary and points out the expectations and its shortages.This paper aims to find out a right path for wine importing companies by studying on the marketing strategy of B wine company and then give some guidance to the companies which are similar to B Company.