Study On The Different Marketing Strategy Of MT Canned Wine In Yangshengtang Wine Industry

After China’s entry into WTO,with the rapid economic development and diversified industries,foreign wine products are faced with greater development opportunities and challenges in the market.All major liquor companies in the country are adopting various marketing strategies to occupy a larger market share,so as to realize greater profits.Compared with similar products in foreign markets,the market penetration rate of foreign wine products in China is still relatively low,which is a new sunrise industry in Chinese wine industry.With the adjustment of national tax policy and the reduction of tariff,more and more kinds of foreign wine emerge in the Chinese market,which will further aggravate the market competition.In the future market development,what will be the pattern changes of foreign wine products in China? In this paper,the development status of the wine industry at home and abroad was analyzed in detail,and the differentiated marketing strategy adopted in the marketing of yangchun tang wine was further considered,which could be used as reference for other wineries in China to carry out differentiated marketing.Yangchuntang Wine Co.,Ltd.is a comprehensive wine company that has gained a certain reputation in the market after years of development.However,in the increasingly fierce market competition environment,Yangchuntang Wine Company still adopts the traditional marketing strategy,and is gradually unable to adapt to the ever-changing industry competition and market demand,and the survival and development faces new challenges.Improvements to marketing strategies are imminent.This paper analyzes the marketing status and existing problems of Yangchuntang Wine Co.,Ltd.,and analyzes the internal and external environment of the company by using PEST and Porter’s five-force model.The STP theory is used to determine the target market of the company.Market positioning,further applying the 4Ps theory,from the four aspects of product,price,channel and promotion,put forward corresponding suggestions for the differentiated marketing strategy implemented by Yangchuntang Wine Co.,Ltd.;finally,in order to ensure the differentiated marketing strategy can be very Good implementation,a series of measures have been formulated.Specifically,it includes internal management system support,packaging and supply chain support,improved marketing channel control capabilities,and evaluation of marketing program results.It is expected to provide reference for Yangchuntang Wine Co.,Ltd.in the future development.