Research On Marketing Strategy Of Wine Imported From Chateau H

With the improvement of people's living standard and the change of young people's consumption concept,especially the development of the middle class,the middle class has became the main force of Chinese wine purchasing.Chinese Wine Industry has made amazing and gratifying achievement in the past years.As a local wine house in Quanzhou,the H wine house in Quanzhou has met the selling bottlenecks after a rapid rise.Therefore,in order to seek the benign development of the enterprise,Quanzhou H Red Wine must formulate the marketing strategy with the times and develop the new marketing channel,so as to help the enterprise step out of the predicament.Based on the present situation of the development and market situation of the Chateau H in Quanzhou,the paper deeply analyzes the internal and external environment of the enterprise by SWOT method.Through the research on the industry environment,government policy,market characteristic and competitors of the Chateau H in Quanzhou,the paper further analyzes the existing marketing channels and the problems discovered,and further analyzes the existing marketing strategies of the Chateau H in Quanzhou to strengthen the "customer relationship strategy" and so on,and clarifies the future development direction of the company's business,and establishes the new marketing strategies of "experience marketing" and "high-end group wine club".Finally,it summarizes how to guarantee and implement the corresponding research strategy.The aim of this paper is to solve the practical problems existing in the marketing of imported wines by summarizing the marketing strategy system of the H-wine house in Quanzhou,and to put forward more effective and targeted marketing strategies in combination with the practical experience,so as to promote the entry of the H-wine house in Quanzhou to step out of the low stage as soon as possible and step into a healthy and orderly development road.At the same time,it also provides theoretical reference and practical case for the same kind of product practitioners.