Marketing Strategy Research On Shanghai Zhangmimi Wine Co. Ltd.

Shanghai Zhangmi Rice Wines is committed to creating a new type of Chinese wine that meets the aesthetic and taste needs of a new young generation.The biggest difference between “Zhangmimi” wine and ordinary home-made glutinous rice wine is that the wine is clean and bright,and the taste is fresh,delicate and rich.Zhang Mi Mi's accomplishments are based on a rigorous and scientific brewing system that was not available in previous home brews.At present,the rice wine market is highly competitive,the market is in a state of saturation.With the rapid development of society,people's spending power has increased,attitudes toward rice wine have also changed.For Shanghai Zhangmimi Wine Co.,how to deal with the fierce competition in the wine market,it is essential to develop a reasonable marketing strategy.This paper first surveys the literature in the fields of marketing and consumer goods,and then with the help of existing research and relevant marketing theories such as SWOT analysis,segment market approach,target market strategy,etc.,elaborates not only the company's macro-level opportunities and challenges but also its micro-level advantages and disadvantages,in order to clear the strategic object of the company's marketing development,Based on the analysis of existing circumstances of Shanghai Zhangmimi Wine Company,a complete marketing strategy that covers areas of products,prices,channels and promotions in accordance with the goal of strategic subjects is proposed.In addition,a series of improvement measures such as corporate culture construction,employee performance excitation,and so on are also proposed to ensure the effectiveness of marketing strategies.This paper aims to propose corresponding marketing strategies and safeguard measures towards the case of Shanghai Zhangmimi Wine company,and then goes on to provide detailed contents and standard procedures in the its marketing practice so as to improve the company's marketing management as well as to offer reference to other wine marketing development.