Study On Marketing Strategy Of The R Company's Imported Wine In Handan

With the development of China's economy and the increasing level of people's income,the requirements for life quality are getting higher and higher.However,affected by the slowdown of domestic economy and the trade war between China and the United States,the domestic wine market has entered the period of competition for the stock market after several years of rapid growth.In addition,wine merchants do not pay attention to the dissemination of wine knowledge,and consumers are still seriously lacking in wine culture and knowledge,which hinders the development of wine market.As a small imported wine seller,the R company must tailor its marketing strategy to the wine market full of opportunities and challenges.Successful marketing can create customer demand to promote the sustainable development of the company.After referring to a large number of relevant literature,this paper adopts the marketing portfolio theory to analyze and summarize the marketing strategy problems of the R company,as well as to find solutions.PEST model,Michael Porter's five forces model and SWOT model are used to analyze the macro environment,industry competitive environment and competitive advantages and disadvantages of the R company.In addition,questionnaires are carried out to analyze the demand of wine consumers in Handan city.Guided by Market-driven-type Marketing strategy,product,price,promotion and channel are optimized according to Handan wine consumer demand.Thus,put forward the idea of taking middle-class women in Handan as the target customer,brand as the soul,physical store as the foundation,and promotion as the core concepts to cultivate and serve the target customer.In order to ensure the implementation of Handan city's marketing strategy,the article puts forward relevant safeguard measures at the end.Taking small wine merchants as background and third-tier cities as core and following the design strategy of customer-driven marketing,this article focuses on providing high-quality products and services for middle-class female consumers,actively disseminating wine culture,and creating new growth points for the company.