TH Company Imported Wine Marketing Strategy Research

In resent years,along with the reduction of wine import tariffs in our country,it promotes the importation of wine into Chinese market.Just take the example of bottle wine,the import volume has increased by almost 30 times in 2016,compared with th at in 2005.With the de velopment of internet,the e-commerce is introduced into wine marketing.It adds on-line sales into the marketing of imported wine.This way guides the consumers to change their consumption patterns.TH is a professional wine opera tion enterprise with independent right of import and export.The company imported red wine marketing major e-commerce marketing mode is given priority to,has achieved a certain marketin g success in the past two years.Howe ver,since the company set up la te,many systems are not mature enough,there are still some problems in the marketing strategy,the company in the face of the domestic market for imported wine brand awareness is not strong,consumer awareness of red wine is not high,low consumer trust for the Internet to buy imported red wine,competition in the market price as the core and other external environment and internal imported red wine is not selling high quality problem,so it is necessary to study and improve the company's marketing strate gy.The author who began to contact the wine industry in 2015,has a certain idea of TH company for wine marketing,and are interested in wine marketing work,based on the above background,this paper takes TH company as the research object,studies the marketing strategy of imported wine,through the combination of 4Ps and 4Cs theory,formulated the TH company wine marketing strategy,mainly includes: to build online reputatio n,win the trust of customers;Focus on the customer costs,improve value fee ling;Broaden the category of customers,to create "one-stop" service experience and optimization of customer relationship,development of core customer base,etc.;On this basis,through the analytic hierarchy process,this article from the product compet itiveness,sales activities,product updates and consumers for the product reliability four aspects to establish the index system of the imported wine of TH company are analyzed,and the implementation of marketing strategy,the analysis results show that this strategy has certain rationality and feasibility.At last,in order to ensure the smooth operation of the TH company imported wine marketing strategy implementation,the author also from marketing channel management,marketing team construction and ma nagement,marketing strategy implementation of control mechanism and so on proposed the corresponding countermeasures and Suggestions.Marketing channel management including maintain the stability of the channel system,diversified product supply and targe ted to carry out professional training,etc..Marketing team construction and management including cultivating enterprise unique marketing culture,the integration of marketing team quality and improve;Marketing strategy implementation of control mechanisms including personnel management system,establish and strengthen information management network system,improve the market response mechanism,etc.This paper made the objective and reasonable marketing strategy,marketing strategy for the imported wine has a certain theoretical and practical significance.