Study On Marketing Strategy Of R Wine Industry In Fuzhou

R Wine Industry is a foreign-funded company that specializes in spirit sales.The company caters to the demands of different consumers with its rich product range.After entering the market in Fuzhou in 1995,it has become the biggest spirit importer in Fuzhou through 23 years of brand cultivation and market expansion.With the rapid development of China's economy and the ever-increasing quality of people's lives,imported spirit transformed from entry lux in the past to a product of popular consumption in the present society.Thus,imported spirit is ushering in a brand new era of consumption.The market competition has become increasing severe due to several reasons:the fact that the traditional drinking habit is dominated by white spirits,consumers do not have enough recognition of imported spirit,and the impact of counterfeit goods and fake wines.Under these severe market conditions,R Wine Industry would have to adjust its marketing strategy according to the existing market environment,so that R Wine Industry would be able to survive and strive in the future.This article consists of five chapters.The first chapter mainly introduces the research background,research significance,research ideas and methodology,and the structure of the paper.The second chapter mainly describes marketing related theory and the current situation of the research.The third chapter introduces the operating status of the R Wine Industry in Fuzhou,and comprehensively evaluate the marketing capability of R Wine Industry in Fuzhou Market by fuzzy comprehensive evaluation method.The fourth chapter analyzes the existing macro environment of R Wine Industry and the competition condition of spirit industry in Fuzhou,through use of PEST analysis and Michael Porter's^Five Forces Model.Then,the author develops a comprehensive review through the combination of the marketing environment of R Wine Industry and the SWOT analysis method.At last,chapter five uses the STP theory to subdivide,select and position the imported spirit market in Fuzhou;and combines with marketing 4Ps theory in order to formulate a suitable marketing strategy portfolio for R wine industry in Fuzhou.Through the research of this article,the author locates the target market of R Wine Industry to the urban middle class that pursues high-end life and the new generation that pursues fashion with personality.The author will also combine the current marketing conditions of the company in order to formulate a set of marketing strategies,such as revitalizing product brands,implementing effective pricing strategies,expanding terminal channels,and focusing on marketing promotions especially on consumer leaders.The author hope that this research article can effectively help R Wine Industry to expand the imported spirit market in Fuzhou,promote its sales growth,and consolidate its status in the imported spirit industry in Fuzhou.Furthermore,R Wine Industry is well known in the imported spirit market in Fuzhou,and its business model has certain degree of representation.Hopefully other enterprises in the wine industry can use this research article as a source of references.