Marketing Strategy Research Of Karkhege Georgian Wine In Xinjiang

The development of wine in our country has a long history.According to the related historical records,wine appeared in shang dynasty,then the western wine had certain development.In the Western Han Dynasty,Zhang qian brought process and product.wine reached its peak in tang dynasty,and Declined in the Qing Dynasty.throughout history,wine in our country has always been enjoyed by small people.Until after the reform and opening up,with the improvement of people’s living standard,wine beban to enter to the public’s table.Liquor has been the mainstream of China’s liquor consumption,bacause of the Chinese liquor culture.At the end of twentieth Century,the beer industry began to develop rapidly,and became the common people’s daily drink.With the improvement of people’s quality of life,wine has gradually won consumer’s preference that has a high income level,and has a good market development potential.Since China joined the WTO in 2001,15 years of tariff protection is over,Foreign production surplus wine at a relatively low cost enter to China,increasing the competitive strength of Chinese wine market.as the birthplace of world’s wine,Georgia wine has deep culture,advanced production technology,besides the taste is unique.Georgian wine began to enter the market in Xinjiang in 2015.This article analyzed the market environment of well-known wine brands in Xinjiang,and put forward to the market marketing strategy of karkh season Georgian wine in Xinjiang.At first,this paper puts forward the research background,meaning and purpose,etc,ensuring the research thought and framework established.And then the modern market marketing theory as the instruction,This paper analyses the external environment and internal conditions of karkh Georgian in Xinjiang market,and further introduces the basic situation of Georgian wine.On the basis of summarizing opportunities and threats,advantages and disadvantages of the Georgian wine in Xinjiang market,further more,it conculded the main existing problems in Xinjiang of Georgian wine using SWOT.On the basis of above analysis,the paper analyse the strategic of Georgian wine,to find out its target market positioning,and design the marketing strategy of Georgian wine in Xinjiang using the theory of marketing mix.Finally,this paper put forward to the measures in the establishment of the company organization structure,marketing cultural construction and the company employees incentive,and to guarantee the smooth implementation of marketing strategy in Xinjiang market above,so to occupy the market,serve the society,to win the goal of profit.