Research On K Company’s Wine Marketing Strategy Under Mobile Internet Environment

With the increasing popularity of mobile Internet,the consumption habits of Chinese people have been changed.In order to keep pace with the times,major companies must also update their marketing models.The era of the mobile Internet is both a challenge and an opportunity for development for all walks of life.The “Internet +” promoted by the government is closely integrated with various industries,which has led to the rapid development of the market for consumer goods,especially imported consumer goods,which has brought more vitality to the already booming imported wine industry and added more competition.The competition and the transparency of information make the industry competition for imported wine increasingly fierce.As a small and micro company that imports imported red wine in Guangzhou,Company K has encountered a sales bottleneck after five years of traditional marketing methods.In order to keep up with the progress of the times and seek benign development,Company K must reorganize and promote the development of online marketing,innovate wine marketing methods,and enhance the core competitiveness of the enterprise in order to enhance its advantage in competition and occupy market share to ensure the company can continue to develop.This article,from the perspective of the mobile Internet,combines Company K development status and market environment,and uses marketing combination theory tools to conduct targeted research on the problems that arise during the marketing process.Through in-depth research on the company’s current industry environment,government support policies,own resources,company capabilities,market conditions,and competitors,combined with Company K’s existing marketing channels and existing problems in the marketing process Comprehensive analysis,redo market positioning,clear goals and directions,and make a marketing strategy suitable for K company.In this article,it is proposed that K Company should deal with unsalable wines,and create a new brand suitable for young people,and work hard on the packaging design and promotion of the new brand.It is proposed that online promotion + offline experience,Internet celebrity,KOL promotion increase exposure,a series of brand marketing strategies such as rate,expanded marketing of community marketing,new retail ideas in half an hour to the table,holding wine tasting courses,and occasionally holding imported wine cultural promotion activities.The purpose of this article is to summarize the brand marketing strategies suitable for company K,to solve the problems in imported wine sales in various links,and to propose targeted solutions to keep up with the pace of brand marketing of imported red wines in theera of the mobile Internet.Step into a virtuous cycle of development.While increasing the turnover of Company K,it also provides theoretical references and practical cases for the same type of FMCG products.