Research On Marketing Strategy Of J Wine Company

China is a big wine-consuming country,and the effective combination of wine and traditional culture has formed a unique wine culture.The consumption of liquor in China is increasing year by year.The profit margin of high-end liquor is high has led to the market competition being very fierce.In view of the current situation in China,the middle and high-end liquor market has reached saturation,and it will be very difficult for new brands to occupy the share in the market.Faced with this situation,J Wine Co.,Ltd.avoided its disadvantages and chose to enter the low-end small wine market.Since its birth,J Wine Co.,Ltd.had the Internet "gene".Compared with traditional liquor brands,J Liquor Co.,Ltd.is unique in product positioning,target groups,marketing,and other aspects,and has made great contributions to the early rapid market occupation.However,as more and more manufacturers to join in this area,small liquor has become the market competition of the red sea.In the face of the great changes in the market,J industry co.,LTD.,the original marketing model can only bring weak sales growth,in this context,how to formulate a scientific and effective marketing strategy has become an urgent need for J Wine Co.,Ltd.to solve this problem.Based on J wine industry co.,LTD.,as the main research object,firstly this paper introduces the general situation of the J wine industry,product marketing present situation and the development of the enterprise’s internal and external environment,from the basic situation of the J wine co.,LTD.,the development course,the enterprise culture,enterprise products and marketing status quo of enterprise were introduced from the aspects such as the basic situation of the macro-environment,industry environment and internal environment analysis.Secondly,through the analysis of the marketing situation and questionnaire of J Wine Co.,LTD.,the specific problems existing in the marketing process of J wine Co.,LTD.are discussed,which mainly include the lack of strong sense of identity in product taste,certain deviation in brand image,lack of flexibility in product sales,imperfect product sales channels and incomplete promotion methods.Thirdly,using STP strategy and 4P marketing theory,it accurately positioned the target market and products of the J Wine Co.,LTD.,and formulated the development strategy of J wine Co.,LTD.from the aspects of a product,price,channel,and promotion.Finally,from the perspective of organization guarantee and team guarantee,to ensure the smooth implementation of the marketing strategy of J Wine Co.,LTD.It is hoped that through the research of this paper,the marketing strategy of J Wine Co.,Ltd.can be precisely optimized to help the healthy and long-term development of J Wine Co.,LTD.