Research On Marketing Analysis And Promotion S Trategy Of Intelligent Wine Cellar In China

As the associated industry of the enology business,wine cabinet business is a branch of the red wine storage industry.Recently,with the fast growth of enology industry in China,red wine cabinet business earned more attention and popularization and started heading for the direction of commercialization and profession.In the conventional sense,cabinets are made to represent and reserve red wine,the definition of the Intelligent wine cabinet in this research is Intelligent wine cabinet based on the environment of the Internet of Things(IOT).Using Sommelier? Intelligent cabinet as a concrete example carried out research.From the perspective of marketing,microscopically,applying STP marketing theories,4P theories etc analyzed the Market Segmentation and Market Orientation of intelligent wine cabinet industry.At the macro level,this research analyzed the macro-environment of the Intelligent wine cabinet by applying the PEST model.Analyzing and summarizing how the Intelligent wine cabinet can promote effectively and develop healthily under this environment,extracting and purifying specifically a workable extension strategy that can provide references for better development of the Intelligent wine cabinet.Through this research,the present situation of the market of the red wine cabinet industry is thoroughly analyzed in depth.Subdividing,choosing,orientating the red wine cabinet industry as well as some strategies of corresponding marketing aimed at different target markets lead to the following conclusions(1)The wine cabinet business are in a high-speed development period in our country.As a branch of the wine cabinet business,Intelligent wine cabinet just started out,with a great deal of development potential and market space.(2)The maximal resistance that influence the development of the wine cabinet industry in our country is culture.As a non-rigid demand and a highly specific household appliance,the market basis of the wine cabinet industry is still unsubstantial,and also has a long way to go to get comprehensive popularization.(3)The biggest problem that prevails among the whole wine cabinet industry is the poor recognition of brand.The blindness of many wine cabinet companies has already led to hostile pricing.Based on the results and conclusions of this research,the thesis rises the hope that "wine cabinet companies should keep up with vintners,together,take the responsibilities of popularizing and generalizing red wine culture and knowledge.Only when the red wine market is better developed can the wine cabinet — the after market truly starts developing.The thesis also offers proposals that can help the long-term development of the wine cabinet industry in our country:1.Brand Specialization2.Product Individuation3.Pattern Multiplication...