Marketing Strategy Research Of RG Company On Heilongjiang Province Imported Wine Market

In the past five years,with the continuous growth of China's GDP and the further development of global trade,China's imported wine market is undergoing a rapid development stage and will continue to grow steadily.However,due to the import of wine products and related business enterprise quantity many,the good and bad are intermingled,combined with the prohibition of fakes and shoddy products emerge in endlessly,and China's general consumers wine related knowledge of the relative lack of reason,the Chinese imported wine market showing a steady rise in total,but competition in the industry disorderly mess.Established in September 2013,RG has been focusing on the sales and promotion of fine imported Spanish wines in Heilongjiang market for more than five years.RG company with high quality imported wine products and professional service has won the majority of customers support and recognition.Heilongjiang province is located in the country's northeast,however,especially compared to eastern coastal areas,Heilongjiang province imported wine market scale is relatively small,the market growth is slower,the use of wine demand is relatively low,the scene of drinking is relatively less,combined with the international trade dispute continuously in recent years,domestic "eight policy" fall to the ground,such as deep and significant changes have taken place in the policy environment at home and abroad.Under the complex and profound changes of market environment,RG company's sales are stagnant,growth is sluggish,and inventory is overstocked.It is urgent to solve the problem of how to develop RG company in the next stage.Under such a background,this paper mainly combines the RG last year the company's marketing status,on the basis of the theory of multiple related specialized marketing as a research tool,to RG company in Heilongjiang province target market marketing strategy theory and empirical analysis,through the analysis of specific problems of the company in the marketing policy,thus put forward in accordance with the company's future development adjustment scheme of the specific marketing strategy.The author also hopes that the case analysis of a single company can provide a certainreference and reference for the development of marketing strategies of similar imported wine enterprises.