Research On Marketing Strategy Of Company A's Mulberry Wine

With the development of the times,people's health awareness has gradually increased,and consumption concepts and consumption habits have also changed in the direction of healthy health.Alcohol consumption trends are also shifting from food to fruit wine,and more and more consumers are accepting fruit wine and recognized fruit wine.Company A is located in Longnan City,Gansu Province,and is currently the largest production company of Gansu mulberry wine.As a health-oriented wine,mulberry wine has gradually been favored by the public.At present,the development trend of the domestic wine industry is that the alcohol concentration is high to low,and the new wine products are actively developed.The mulberry wine industry will certainly be able to achieve good development in the future.In order to let more people understand the company's mulberry wine,promote the marketing of company A mulberry wine,improve the company's overall income,bring greater profits to the company,increase the market share of company A in the fruit wine market,Consolidate the market position of Company A.This paper starts with the development trend of mulberry wine and the background of company A,and uses marketing mix theory design dimension to determine the current problems of marketing strategy.Using PEST and Porter's five-force analysis model,the marketing environment of A company's mulberry wine is analyzed,and the strategic direction of company A mulberry wine is sought.Through interviews with consumers and company leaders,we conducted research on the operating models previously adopted by Company A and the market,conducted positioning analysis according to the actual needs of customers,and re-positioned the company's mulberry wine industry,and proposed Company A.The marketing model that should be adopted after the mulberry wine industry is repositioned.Based on the above methods and the content of the research,this paper designs the marketing strategy of company A mulberry wine from the two aspects of differential product selection and packaging according to the marketing needs.In the practical application of A company's mulberry wine marketing strategy,it has initially achieved good results,making the channel more abundant,accelerating the turnover rate of funds,enhancing the market competitiveness of the company's mulberry wine industry,and improving the economic level of farmers in Cheng County.,expanding the market share of fruit wine.In the research and discussion of the marketing strategy of A company's mulberry wine,the innovation of the traditional operation mode and the implementation of cross-border cooperation will make the market of mulberry wine more standardized,which will help the mulberry wine market to seek a new direction and ensure that the mulberry wine market can be obtained.The rapid and stable development guides the new direction of the development of A company's mulberry wine,and provides a certain reference value for the marketing strategy of mulberry wine.