Study On Marketing Strategy Of Xiajiayuan Wine Company

With the deepening of China’s reform and opening up,commercial exchanges and personnel exchanges between China and Western countries have become more frequent.Western wine culture has become popular in China,and wine products have gradually been integrated into the lives of ordinary people in China,with huge market.Demand potential.The bright prospects of wine products in the Chinese market have led more and more companies to join the competition in this market,and the market competition is increasingly fierce.Xiajiayuan Wine Company has gradually revealed more and more problems within the background of the ever-changing market environment and increasingly fierce competition.From the perspective of marketing,there are many problems in the 4P marketing strategy.First of all,the article expounds some classic theories of marketing,including 4P theory,Porter’s five-force model theory,IFE and EFE matrix theory and SWOT theory,as the theoretical basis for finding problems and solving problems in the article.Secondly,the article analyzes the internal and external environmental factors that Xiajiayuan Company faces in the production and operation process,and conducts IFE and EFE matrix analysis on the internal and external key factors affecting the development of the enterprise.At the same time,through the field visits,questionnaires and other means,the company’s original 4P marketing strategy status and existing problems were analyzed,such as unreasonable product structure,price confusion,backward channel form,and inflexible promotion methods.Conduct SWOT matrix analysis on the company.Thirdly,the article proposes a marketing mix strategy suitable for the development of the enterprise from the perspective of 4P.Finally,the article puts forward safeguard measures for the implementation of this marketing strategy from the aspects of salary system construction,marketing team building,corporate values,technical support and government support policies.