Research On Experience Marketing Of Shanxi Rongzi Winery

With the rapid development of China's economy,people's living standard has been greatly improved,and the demand for high-grade commodities has also gradually increased,which involves the wine industry.With the reduction of import duty on wine international brand wine range into China occupied the most market,domestic famous wine brand,the Great Wall and other manufacturers also not to be outdone,from the quality,scale,the variety on keeping up with international famous winemaker,grab the domestic market,a variety of reasons cause the domestic wine sales prices have dipped below.In contrast,the domestic low-grade wine gradually lost the market,some domestic small and medium-sized wine producers are faced with the dilemma of internal and external problems,how to figure it out has become a matter of life and death in front of them.Shanxi Rongzi wine co.,LTD is one of them,although has many advantages,in such a complicated competition environment,its sales far cannot satisfy the development needs.Therefore,Shanxi Rongzi was determined to make new planning,adjust sales strategy,hope through the transformation of saving enterprise.Shanxi Rongzi winery is determined to re-carry out strategic planning,adjust the sales strategy,hope to save the enterprise through the transformation.Based on the field research and visit to Shanxi Rongzi winery,this paper has an in-depth understanding of its difficulties,as well as the current enterprise's resource advantages and other current conditions,then apply the classic analysis tool model of marketing: PEST analysis,porter five model,SWOT analysis tools,such as the external and internal environment of Shanxi Rongzi winery.Systematic analysis of the competitive advantage,and according to the marketing of the consumer behavior of consumer market segmentation theory,consumer market division,the target market analysis and selection and market,finally from the consumer pursuit of a higher level of spiritual needs,experience marketing theory is used to design an emotional experience and operation experience,thinking experience,related experience the five dimensions of marketing mode,hoping to use these marketing solutions to retain customers,appeal to consumers,make it becomes the loyal customers,then increase the rate of second purchase,not only for Rongzi wine products and guide then interested in wine culture.Eventually form a good habit for the customers to drink Rongzi wine,also good for Rongzi winery.