A Research On The Optimization Of Marketing Strategy Of A Wine Company

Wine has a long history in China.It was introduced from the Western Han Dynasty to the western regions and then declined in the Qing Dynasty.It was not until the 1980 s that wine gradually developed rapidly in China.As one of the "new world" countries in the global wine industry,China has become the fifth wine consuming country after 30 years of development since the 1980 s.Although the mainstream products of alcohol products are still liquor and beer,the sales volume of wine is gradually increasing.With the change of consumption concept,the sales volume of wine in China will increase significantly in the future.Therefore,a large number of wine production enterprises in China have started to establish their own bases to increase production capacity,and even sometimes there will be the phenomenon of seizing raw materials to increase competition.In addition,because many foreign wine markets have been saturated,foreign wine companies choose to export wine to China,which makes the Chinese wine market more competitive.As a member of Chinese wine companies,A wine company is facing double competition both at home and abroad.Due to improper marketing strategies,it has difficulties in brand marketing and operation.Based on the research of domestic and foreign scholars on the status quo and marketing of the wine industry,this paper uses PEST analysis,Porter’s Five Forces Model and other marketing tools to analyze the macro environment,competitive environment and consumer environment of China’s wine industry development by means of empirical research,and then conducts a wine consumer behavior survey to analyze consumers’ preference for wine,including purchase frequency,purchase channel In terms of packaging,specifications and consumer prices,the survey found that A wine company had the following problems in marketing: inaccurate product positioning,failure to highlight its brand and quality characteristics,low brand effect,low product recognition,unclear behavior,no product characteristics,lack of exploration and presentation of its characteristics,lack of in-depth market analysis,and too large target group of products The lack of its own operational capacity and relevant resource coverage cannot meet such a huge market demand;Marketing strategy does not pay attention to product positioning,lacks systematic market segmentation,brand strategy is not clear,and marketing strategy is not systematic.Whether from the perspective of product strategy,price strategy,product packaging,etc.,there is a lack of corresponding corporate culture construction and maintenance to pursue other enterprise products;The construction of the marketing team is not sound,the training is not enough,the marketing is not paid enough attention to in general,the marketing personnel are not fully equipped and professional,the corresponding incentive performance measures are not comprehensive,and the evaluation and incentive for the marketing personnel are not enough;Due to simple promotion channels,lack of innovation,lack of its own characteristics and other reasons,the products cannot impress consumers and achieve the maximum effect of marketing promotion;The construction of marketing channels is backward,ignoring online marketing channels;The product pricing method is single;The flow of information and goods is not smooth;The tangible display is not in place.The main reasons for the above problems lie in the vague product target market positioning,insufficient product promotion,backward marketing channel construction and lack of online and offline integrated sales.According to the problems existing in the current marketing system of A Wine Company,combined with the current company’s own advantages and disadvantages,first do STP analysis,carry out market positioning and selection,put forward optimization strategy objectives around the marketing 7Ps theory,and re subdivide the market.According to the company’s current situation and future development plan,target the internal market to adopt medium and high-end product strategies,and the local market,Establish the position of industry leader in the region.For the external market,it is mainly experiential marketing to find new breakthroughs.At the same time,appropriate marketing strategy changes should be made in a timely manner,focusing on unifying the market image,increasing the market awareness,and facilitating the dissemination and promotion;Differentiated price strategy;Single vendor operation,combined with experiential marketing;Optimization of avoiding excessive reliance on promotion activities by intermediate channel operators.At the same time,it is proposed to strengthen the coupling of dealers in the external market and establish a set of reasonable management system;Reasonably control market input;Strengthen the construction of the marketing team and improve the professionalism of the marketing team;Define the performance and incentive measures of marketing personnel,ensure the enthusiasm and vitality of the team,and ensure the implementation and completion of the marketing strategy;We should do a good job in brand building and ensure continuous investment in the future;Take measures to improve the logistics distribution,and take measures to ensure the logistics of the financial system.Through this research,we can help enterprises find their future development orientation through the current advanced theory,and adopt their own development strategies,especially in the promotion,channel,price,product,personnel,process and tangible display.And we will provide solutions to a series of problems encountered in the development and marketing of company A through marketing optimization and safeguard measures,which is of great practical significance to the development of company A.