Research On Marketing Strategy Of A Company's Imported Wine

Dalian A Company is a trading company specializing in import and export.Among them,wine import is the main core business of Company A.In 2018,the import volume of imported wine reached 15.2 million yuan and the sales reached 22 million yuan.It is the main source of company's turnover.Dalian A currently adopts a wine import supply chain model with leading companies as the core.Company A is located at the core of the entire supply chain.It needs to have strong supply chain management and coordination capabilities in order to achieve the overall benefits of the entire supply chain.Optimal to ensure the healthy development of the entire supply chain.Among them,marketing channel management is an important link in Dalian A's imported wine supply chain and an important factor to ensure the smooth operation of the entire supply chain.Therefore,marketing channel management is a competition for Dalian A to improve itself and its entire supply chain.The strategic choices that forces must make.However,judging from the current status of company A's imported wine marketing channels,there are still some problems in marketing channel structure,membership,management,etc.,which have affected its level of marketing channels.Considering the large number of wine importers in China and the lack of strong competitive head enterprises,the phenomenon of homogeneous management is widespread and there is fierce competition between each other.Can we create a good imported wine supply chain and enhance the company?The brand advantage has become the key to competition among wine importers,and the establishment of a perfect marketing channel is the decisive factor for the integrity and perfection of the imported wine supply chain.This article is based on the analysis of internal and external environment of Dalian A company's imported wine marketing channel strategy.It aims to focus on the research of Dalian A company's imported wine marketing channel strategy.The research is divided into six parts.The first part is the introduction of the paper This article introduces the research background significance,content methods and combing of domestic and foreign research reviews.The second part is a summary of basic concepts and theories,systematically expounds the knowledge system of marketing channels and imported wine marketing channels,and introduces the theoretical basis of the research,Including marketing channel theory,marketing theory,competitive advantage theory,market chain management theory,etc.The third part is the status and problems of Dalian A Company's imported wine marketing channels.First,it briefly introduces the development status of Dalian A Company.On this basis,Analyzes the current status of its marketing channels,analyzes the existing problems,and analyzes the reasons for these problems.The fourth part is the marketing channel strategy design of Dalian A's imported wine company.First,it analyzes the marketing strategy design foundation,including the internal and external environment.Analysis and sales forecast,etc.Secondly,the goals and principles of strategy design are given,and on this basis,the core strategy of Dalian A's imported wine marketing channel is designed;the fifth part is the guarantee measures for the implementation of Dalian A's imported wine marketing channel strategy.From various perspectives,we put forward measures to guarantee the smooth implementation of the proposed strategy in Chapter 4.At last,for the research conclusions and prospects,we get the final research conclusions of this paper,and point out the deficiencies and further research directions of this paper.