Study On Consumption Preference And Purchase Motivation Of Wine From The Perspective Of Marketing Mix

Wine is a kind of alcoholic drink which is nourishing,healthy and fashionable by the majority of the consumers.In recent years,the sales of wine in China are increasing year by year,and wine has become more and more popular with domestic consumers.In 2017,China became the world's largest wine consuming country,but in fact,China's wine consumption accounts for only a small part of the total sales of alcoholic drinks in China.There is still huge market space to be explored.As the capital city of Henan province,Zhengzhou occupies a very important position in the consumption of wine.In recent years,with the unique location advantage,Zhengzhou has established a batch of convenient transportation hubs such as Zhengzhou Airport Economy Zone,and Zhengzhou's wine market has ushered in a rapid development period.However,the current wine market in Zhengzhou can not meet the needs of its consumers in aspects of price,quality and taste of wine.At the same time,wine companies and distributors invest under the condition of not knowing the consumers,so they are easy to ignore the real purchase needs of consumers,resulting in a lack of market competitiveness.Therefore,this paper makes a systematic and thorough study on the consumption motivation and preference of Zhengzhou's consumers from the theoretical analysis and market survey.In this paper,based on the Marketing Mix theory,from four aspects of product,price,place,marketing research and analysis of Zhengzhou wine market,considering the market environment in Zhengzhou,enterprise ability,market competition situation,and combined with the Theory of Reasoned Action,purchase behavior of Zhengzhou wine consumers was investigated from the five steps of cognition,attitude,motivation,willingness and behavior.The purchase motivation of consumers is influenced by many factors,including knowledge level,which affects the specific consumption behavior.This paper analyzes the various factors of consumer behavior of marketing,and designs a professional questionnaire based on these factors,which is issued online and offline at the same time to collect data of wine consumption.Through theoretical research and questionnaire survey,the conclusion of consumers' preference for wine consumption and purchase motivation are as investigated.According to the marketing theory,the suggestions for Zhengzhou wine sales enterprises are put forward,and suggestions are made for the development of the wine industry.The competition environment of domestic wine market will be more intense in the future.Whether imported brands or domestic brands want to win a place in the wine market of Zhengzhou,they must have scientific consumer data as guidance and make precise marketing strategies.With the popularization and rationalization of consumption,the diversification and differentiation of products will also become the mainstream trend.The sale of high quality wines on the Internet platform will become the main marketing strategy of wine sellers in the future.