Research On Marketing Strategy Optimization Of DS Imported Wine Company

After the reform and opening up,the rapid development of the economy and society has driven the comprehensive progress of people’s material lives,and people’s consumption demand has shifted towards the pursuit of high-quality consumption experience.As one of the main alcoholic beverages of humanity,the consumption market of wine has also undergone significant changes.The scale of wine production has continued to expand to meet the growth of market demand,and at the same time,the marketing model has sharply changed to meet the changes in the consumption concept of market entities.In addition,Under the trend of globalization,a large number of foreign wine brands have flooded into the domestic consumer market.This series of market changes has brought strong impacts and severe challenges to Chinese wine enterprises,and also brought rare development opportunities for enterprises.This article takes modern marketing theory as the theoretical guidance,combines the current development status and trends of the domestic wine industry,as well as the consumption characteristics of the wine market,uses methods such as market research and literature review to elaborate on the current situation of DS Company’s imported wine marketing strategy,analyzes the problems and reasons of marketing strategy,and proposes DS Company’s imported wine marketing improvement strategy from the aspects of product,price,channel,and promotion,This provides guidance for the product marketing business and sales performance improvement of DS Imported Wine Company.This article is divided into six parts.The first part,Introduction,includes an introduction to the relevant background of the research and a review of relevant research results at home and abroad.The second part is the theoretical basis and basic concepts of the paper,including: the 4P theory,Porter’s five forces analysis tool and consumer demand theory.The third part analyzes the environment and consumer demand of DS Company’s imported wine industry,laying a theoretical foundation for further analysis of consumer behavior.The fourth part discusses the current marketing strategy of DS imported wine company,using a questionnaire survey method to analyze the frequency and quantity of wine purchases by consumers,the information channels for understanding wine products,the channels for purchasing wine products,the types of drinks received by customers,the reasons for purchasing wine,the promotion methods for wine,the price range for purchasing wine,and the level of understanding of wine tasting culture A survey and analysis were conducted on 13 aspects,including occasions for drinking wine and dining,analysis of influencing factors for purchasing wine,preference for wine taste,preference for wine origin,and purchase quantity of wine.The data shows that:,Wine consumption is showing a trend of shifting from restaurants to households,and consumption channels are also shifting from traditional physical store consumption to ecommerce channels.In the Chinese wine consumption market,the focus on taste and price is the highest,followed by brand factors.Furthermore,analyze the problems in the marketing strategy of DS imported wine company,Including the lack of product selection;Large industry brand barriers;lack of scientific price setting;uneven development of marketing channels;imperfect design of marketing system;lack of novelty in promotional methods;The management mechanism is not perfect,etc.,and the reasons are that there is no focus on product branding,lack of market research and lack of competitive advantage in wine selection;Pricing is unreasonable and the pricing system is not strictly enforced;Poor offline development and blank online channels;Inadequate promotion methods and inadequate dealer maintenance.The fifth part proposes marketing improvement strategies for DS imported wine company based on the 4P theory.The sixth part is the conclusion and outlook of the research,summarizing the research work of this article,obtaining research conclusions,and proposing further research directions.