Research On Market Analysis And Marketing Strategy Of Imported Wine

In recent years,the purchase volume and value of imported wine have shown a rapid growth trend,increasing year by year.As people's living standard rising,the increase of income and the pursuit of high quality,diversified wine consumption market space demand has increased.Imported wines frequently get lot of attention among all wine products.As a healthy,fashionable and elegant way of life and social communication behavior,especially satisfying the demand of the generation after 80 s and 90 s,imported wine market has a large potential of development.In addition,although the sales of imported wine in China is growing year by year,wine consumption per capita in China is obviously lower than the world average wine consumption level.Imported wine has huge development space in China.Because of the irregularity of product quality,the not standardized operation of wine market,and the combination of consumers' lack of discrimination in wine products and other influencing factors,the imported wine companies operate very difficultly in Chinese market.Because of this,accurate and targeted marketing strategies are of utmost importance.In the current research,the development trend of imported wine market is analyzed according to the current operation imported wine market in recent years,using the PEST model to analyze the macro environment of imported wine market.The "Michael Porter's Five Forces Model" is used to analyze the competition situation of imported wine industry.The 4Ps-marketing theory is applied to analyze the product combing,price system,channel management and promotion methods of imported wine,looking for the strategic direction of importing wine.Based on SWOT analysis and 4PS marketing theory tools,taking a case study of new e-commerce B2 B marketing model,innovative marketing strategies and marketing guarantee measures are proposed.Main conclusions: Firstly,the concept of product should be upgraded for imported wines,and cannot just rely on products,and the extension model of product should be formed through the additional upgrading service of product.Secondly,the price system should be based on the concept of cost performance,follow the combined pricing of product and value,and form the idea of information symmetry to eliminate excessive profit.Thirdly,in channel management and sales promotion,break the barriers,enhance the effective integration of network marketing and traditional marketing,promote channel control,enhanceheterogeneous propaganda,cultural transmission,the implementation of precision marketing,form effective competition ability.Fourthly,enhance the professionalism of the marketing team and the construction of supply chain informatization,innovate the operation mode,and cooperate across the boundary.These conclusions are conducive to find a new direction for China's import wine market and hoping to provide reference for enterprises engaged in importing wine.