Lewei Wine Company Imported Wine Marketing Strategy Research

In recent years the imported wine maintains strong growth momentum in the domestic market.It is particularly the country has implemented zero tariffs on imported wines to some countries,and the new publicized policies of cross-border e-commerce has brought substantial benefits to the imported wine companies.Wine merchants at inland and abroad are optimistic about the growth potential of the domestic wine market and increase investment as well as layout.At the same time,however,we should also pay attention to the short-term competition issues in the industry.Many problems exposed in marketing have bad effects on the sustainable development of imported wine companies.This thesis takes Lewei Wine Company as the research objectby four methods of research,literature analysis,research interviews,comparative analysis,and statistical analysis.Under the premise of analyzing and summarizing the current development status of the whole wine industry,combined with 4P marketing theory,it analyzes the current marketing strategy of Lewei Wine Company.It not only finds its problems,but also finds out the root cause of the problems.PEST,SWOT and STP analysis methods were applied to analyze the internal and external environment and marketing market of the company for multi-angle and Omni-directional research.We actively grasp the relevant favorable policies of the imported wine industry,keep pace with the times,and develop a deep integration between development of online wine cross-border e-commerce and offline new retail stores for Lewei Wine Company with the new marketing strategy of cultural tourism promotion.At the same time,we plan the future development direction of Lewei Wine Company to analyze the implementation effect of the new marketing plan,and further propose safeguard measures to ensure the effective implementation of the new marketing strategy.Through the systematic and comprehensive research,it demonstrates the current market development and future development trend of the domestic imported wine industry,helping the inter-operator companies to recognize the excessive competition in the industry and the opportunities in the market segmentation field.Finally,it helps to explore new market development space and brings new business ideas for the entire imported wine.