Research On Marketing Strategy Of Imported Grape Wine In TP Company

In 2009,TP Company started to do layout for imported grape wine industry and got some achievements.But from 2013,TP Company suffered great losses frequently for imported grape wine industry.This is extremely urgent and important to find its problems and then propose resolution.Though literature research,this paper find that previous scholars mainly analyze from a macroscopic view for imported grape wine marketing strategy,do not consider the the upstream vineyard and lack of in-depth study,which lead the marketing strategy design to common and lack of practicability.However this paper gives a good focus for the marketing strategy study of TP Company and pays more attention for its practical value.This paper finds out the problems one by one by using different views of marketing combination theory based on the development trend of the imported grape wine market,the background of TP company,and operating status analysis in recent years.By applying PEST,Porter Five Forces Model and SWOT analytical model to seek for strategic direction for imported grape wine of TP Company.By using STP theory and communicating with upstream and downstream channel to study the previous marketing model for TP Company.This paper helps TP Company to do reposition for imported grape wine industry and puts forward a new marketing model after fix position by using customer needs and differentiated strategy analysis.According to research method and content mentioned above,with 4PS marketing tool as main part,4CS and 4RS as secondary part to find fitted marketing strategy for TP Company.Secondly,this paper designs the combination product for imported grape wine in width,length and depth from difference product choice and package based on customer needs.Thirdly,pricing for imported grape wine of TP Company by costing,customer spending trendy,profit evaluating and competitor pricing strategy consideration with rapid-penetration pricing strategy,going-rate pricing and mark-on pricing methods;Fourth,combing with product attributes of imported grape wine,take integrated channel marketing management method with divide labour as well as cooperation for upstream,downstream,online and offline in channel design and management,which not only think over the convenience for all aspects but also consider the importance for communication.Also taking new media marketing and traditional marketing together to push the profit change for customer purchase in marking types and channels of promotion communication strategy.TP Company has made preliminary achievements as following in practice of marketing strategy of imported grape wine:enrich the upstream channel resources,increase inventory utilization,improve the capital turnover,enhance customer satisfaction,and strengthen the market competitiveness for imported grape wine industry of TP Company.This paper has innovation for marketing model and new ideas of cross-border cooperation,which helps to regulate the market competition pattern of imported wine,find a new direction and promote the healthy development for the imported grape wine market in China.Also it helps to provide some guiding significance for domestic and foreign wineries and scholars to study the marketing strategy of the imported grape wine in China.