Shantou City PWH Market Strategy Research

With the improvement of people's living standards,consumers pay more attention on health and beauty.With wine consumption increasing every year,the market demand for wine becomes more diverse and more refined.Currently,due to the uneven quality of the domestic wine,complicated supply chain,the inflated price and the low awareness of service,increasingly more consumers go abroad or to overseas online shop to buy wine.Therefore,improved quality of wine,price reflecting the value of wine and improved level of service has become the inevitable trend of wine industry.The author discussed PWH' marketing strategy,based on her understanding of Shantou city PWH Co.,Ltd and market strategy analysis model.Firstly,this paper uses the five-force model strategy analysis tool to explore and survey the basic competitive situation of the wine industry.Herein the five-force discussed included industry rivalry,bargaining power of suppliers,bargaining power of buyers,threat of new entrants and threat of substitutes.Secondly,the author analyzed internal resource,current marketing situation and its problems and the caused,before further discussion on the suggested marketing strategy for the company.Thirdly,external environment with the BCG Matrix and SWOT model,which draws on the strength,weakness,opportunities and threat faced by PWH,were employed to demonstrate the external and internal environment of PWH.These analyses assisted in identifying the vision of the company and current challenges and chances in the current external environment.Finally,marketing tact concerning 4Ps mix,4Cs mix and 4Vs mix were presented after examining the company's positioning,target market and objective conditions.As a new company in the wine market,how to make a differentiated position,how quickly attract customers and gain marketing share,how to standout form competition are all very important problems for the PWH.The author summarized the strategies of PWH company's marketing activities to quick development through the survey and investigation.It will be helpful for the PWH to achieve rapid and sustainable development.And related solution and sales strategy were given to help enterprise to develop and get benefit faster and better.In the meantime,the article can be very important reference for other wine companies.