Marketing Strategy Of Hakka Rice Wine In Guangdong SY Wine Co.,Ltd.

In recent years,with the continuous improvement of the income level of Chinese residents,the continuous improvement of consumption ability and the continuous enhancement of health care awareness,coupled with the strong support of government policies,the yellow wine industry has shown a rapid development speed,with the continuous increase of production and sales,the gradual expansion of consumption areas,and the significant increase of sales revenue and profit level.Guangdong SY wine Co.,Ltd.,as a yellow wine production enterprise with a certain scale,also ushered in an excellent opportunity for development.In the face of complex and changeable external marketing environment,limited internal operation resource conditions,and in the face of increasingly fierce market competition,how to adapt to the changes of marketing environment,explore market opportunities,overcome their own shortcomings has become a problem that the company must solve as soon as possible.Subject on Guangdong SY wine Co.,Ltd.as the research object,takes the formulation and implementation of the company’s marketing strategy as the starting point,takes the relevant marketing strategy theory as the guidance,to conduct in-depth analysis of the company’s marketing strategy.The first part is the introduction,which mainly expounds the research background and significance of this paper,and puts forward the research ideas and methods based on many marketing strategy theories;The second part is about foreign and domestic marketing strategy research,Hakka rice wine marketing strategy research.The third part analyzes industry competition and internal resources of Guangdong SY wine Co.,Ltd.by adopting PEST analysis,five force model analysis.And analyze the current marketing situation of Guangdong SY wine Co.,Ltd.from the aspects of marketing system,product marketing,price,channel,brand management,etc;The fourth part summarizes the opportunities,threats,advantages and disadvantages of the company by SWOT analysis based on the previous analysis.The company’s marketing strategic objectives,market segmentation and positioning are put forward according to the company’s strategic objectives;The fifth part is the company’s marketing strategy from the product,price,channel,promotion and other aspects of the Hakka yellow wine marketing mix strategy;The sixth part is based on the actual situation of the company.In view of the company’s marketing mix strategy of Hakka yellow wine,specific measures are put forward to ensure the smooth implementation.Finally,the conclusion of this paper summarizes the main points of this paper and the shortcomings that need to be improved.Starting from theory,with the help of strategic management analysis tools and marketing theory tools,this paper makes a comprehensive analysis of the process of Guangdong SY wine Co.,Ltd.from the analysis of internal and external environment to the formulation of marketing strategy,and then to the guarantee measures of marketing strategy.