Study On Crossover Marketing Of SJ Wine Company

With the development of economy,people set higher demands upon the quality of life,especially in recent years,the change in the cognition of wine consumers,makes wine market develop rapidly,and the unprecedented momentum of development appears.The demand of China's wine market is huge,which currently ranks fifth in the world,and the China's wine market growth is ten times of international market,with an average annual rate of 20% growth,while the international market growth is only 1% to 2%.Estimated that by 2020,the demand of China's wine market will surpass the other countries to be the number one in the world.In the face of such a great wine market,many foreign wine brands also want a share.Spain is one of the major wine producing countries in the world,NUBORI,as Spain's famous wine brands,will certainly to enter the competition of China's wine market.However,facing the wine market in which the competition is so fierce,the traditional marketing methods can not effectively expand the market,a kind of effective marketing method is urgently needed.Crossover marketing,as a kind of marketing innovation,is that through mutual reference and integration,two or more than two enterprises with common consumer groups share and exchange the customer resources,to provide consumers with new brand experience in the product,channel,promotion,brand promotion,etc,so as to achieve the win-win purpose.Crossover marketing is a good way to solve the dilemma that wine companies face in the traditional marketing mode,through the design and improvement of the crossover marketing model,wine company's marketing effectiveness is improved,and passive situation in the competition is reversed.Therefore,this paper takes crossover marketing of SJ company's NUBORI wine as the research object,by using the method of literature research and field survey,through analyzing the present situation of crossover marketing of SJ company's NUBORI wine,the paper finds out the highlights and deficiencies in the process of crossover marketing,and makes perfect crossover marketing plan for SJ company's NUBORI wine,which can not only provide beneficial help to the crossover marketing of SJ company's NUBORI wine,but also provide beneficial model reference for other companies or industries to implement crossover marketing.