Study On The Marketing Strategy Of Ai Rui Sen Wine

In recent years,China's wine market ushered in a great development with growing import wine sales.By the end of 2016,the import volume had exceeded 16.5 million boxes and this figure has been climbing at an amazing rate as well.Especially in the past years,with a rapid economy development in our country and the increase of residents' incomes,the red wine is increasingly being recognized by the majority of people in China,which can be told from the wine shops all over the country that show up like bamboo shoots after a spring rain.The prosperity of the market demonstrates that China's wine consumption has entered on the rank of major consumption countries,yet China's imported wine market still exists considerable unsatisfactory aspects,such as with regard to marketing,many enterprises do not know how to do scientific plannings for the market accesses and formulate effective marketing strategies.In the context of current global market integration,various types of consumer groups on the market will have significant differences on purchase motivation,product demand,consumer behavior and consumer decision making,etc,hence,one enterprise may find it difficult to depend on a single product to meet the market consumption demands.Therefore,in order to take the advantage in a fierce competition,product managers often need to screen the most appropriate consumers as their main market targets,through an ordered planning of marketing channels,to develop suitable marketing strategies,of which the process exactly highlights the importance of marketing during an enterprise development.From the actual situation of Chinese imported red wine market,this paper adopts the Potter's Five Forces Model,PEST Theory,Marketing Mix Theory and Maslow's Hierarchy of Needs to conduct a detailed analysis of Ai Ruisen Wine's marketing strategies;depending on the literature research method,it studies Ai Ruisen Wine's existing marketing strategy demands,and finds out the status quo and problems of Ai Ruisen Wine in today's market environment;then it puts forward related marketing plans and solutions that are adapt to Ai Ruisen Wine,and discusses the significance of Ai Ruisen Wine company's marketing strategy adjustment,which is about to attract the attention and implementation of the entire imported wine industry.In addition,as this paper relates to the marketing strategy of a real company,it also intends to solve the potential problems of funding,team building and corporate culture from the actual situation of the enterprise,so as to better provide certain help and guidance for the majority of Chinese imported wine companies that still stay at the exploratory stage.