The Study On Marketing Strategy Of K Brand Wine Company Based On STP Theory

Today,with the rapid economic development of China,people began to pursue the quality of life.Wines are increasingly favored by the Chinese public with their rich and healthy ingredients.With the simplification of import trade and the reduction of wine tariffs,China has become the most potential market recognized by foreign wine merchants.Thereupon,the wine business has also developed rapidly in China.Among the imported wines,in addition to the traditional Italian,French and other wines,some niche wines from North America,South America and Eastern Europe,are also becoming quite prevailing.And the major domestic wine giants are seizing the market without a sign of weakness.Under this premise,many wine importers face huge challenges.How to maintain the market share,locate the market correctly and adopt suitable marketing strategies are the main problems to face.The K Wine Company is a wine importer founded in 1997.The company specializes in imported wine business.Its traditional business channels include hotels,supermarkets,nightclubs and the largest corporate group buying.The entire article based on the K company's development process,analyzes the marketing environment it faces,so as to have a comprehensive understanding of the company.Based on the theory of STP,through the analysis of K wine company,the company faces the market segmentation in five aspects:region,product,channel,customer and service.Subdivide the market of the company,select strategies combined with the target market,analyze the actual situation of The K Company and choose the target market.Through the above analysis,dissect the problems of enterprises and reorient enterprises.After positioning,tailor-made marketing strategy for enterprises.In order to ensure the implementation of marketing strategy,formulate corresponding measures to ensure the implementation of the strategy.Finally,summarize through the article and put forward the outlook.This article mainly try to find out the development path for the wine import enterprises through the research on the marketing strategy of K Wine Company,which can give some guidance to similar enterprises.