W Wine Company Online Membership Marketing Strategy Research

After the foreign Wine market stable and gradually saturated condition,especially China Asian market has been greatly favored Wine multinational companies,Chinese population,a huge market,the per capita disposable income increased year by year.They have laid a solid foundation for the development of the wine industry.However,Chinese market competition intensified,Wine brand diversification,the development of national Wine brewing technology coupled with more and more,need cheap Wine into China market,resulting in many Wine companies are facing great pressure of competition.Therefore,the establishment and maintenance of a good membership marketing system become the key to a company's success in the market,but the membership system of many wine companies is not satisfactory.Under this background,this paper selects W wine company as the research object,analyzes the current status of membership marketing system in the company,and puts forward some suggestions for improvement.Membership marketing has been applied in many industries,foreign Wine industry membership marketing system has many successful cases,but the application of the domestic industry Wine membership marketing system at present there are many problems.This study is based in the actual work of W company based on Wine membership marketing system to understand the situation on the combination of PEST and SWOT analysis tools,analyzes the status quo and development status of the organization,members of the marketing system and the existing problems,and the W wine company members conducted a questionnaire survey and unstructured interviews,systematic analysis of the obtained data,the analysis of the current W Wine company membership marketing system is not perfect,put forward the corresponding improvement suggestions.This paper studies the W Wine company membership marketing system,provides a new research ideas for academic research in Wine industry membership marketing applications;on the other hand to help W company to improve the Wine membership system of the utility,also provide a reference for other companies in the industry membership marketing system.