Study On Marketing Strategy Of Company K's Imported Wine—Based On Consumer Behavior Theory

The wine market embraces an increasing development due to the improvement of people's living quality and policies of tariff reduction.On the other hand,the low market access threshold and the lack of consumers' knowledge of wine have brought challenges to wine market.K company is an emerging enterprise specializing in importing wine and food.Its main business is imported wine.It is optimistic about the future wine market,and wants to get a further development in this market.Based on the theory of consumer behavior,this paper analyzes the behavior of Ningbo consumers.It is found that male market is larger than female market,and the main consumer group is company staff with middle or high income who is aged between 25 and 44.The main purpose of purchasing wine is to keep health,to drink or for socialization.Shop or supermarket is the main channel to buy,and the price they are willing to pay is closely related to the purpose of purchasing.With the development of society,the proportion of female consumers and the elderly in the consumer group increases gradually.At the same time,with the development of the Internet and the rise of e-commerce,online shopping has gradually become a new way to buy.According to the characteristics of Ningbo consumers,the company should pay attention to the change of the consumer groups when designing marketing strategy.Online shopping should also be taken into account with the quick development of Internet and e-commerce.Aiming at the original mass market,the company can introduce new world wine with high cost performance and enjoy benefits of tariff deduction policy.And for the inherent large customer consumer groups,the company should innovate and improve service quality in order to deepen customer connection.