The Study Of The Marketing Strategy Of Zhang Yu Company

Yantai ZHANGYU grape wine Limited Company predecessor their to assist by of our country modern patriotic overseas Chinese piece person Yantai that Mr. establish piece abundant to make wine Company one year, already had a history of 113 years so far. She is the first industrialized factory producing grape wine in China, is that the biggest grape wine in China and even Asia ~s produce and manage enterprises at present too. The main products are grape wine, brandy, bubble the four major series and several dozen varieties of wine of the wine, health care, annual production capacity 100,000 over, products quality get U.S.A., Belgium world 20 more than approval of countries and regions. A abundant trade mark is a national famous trade mark. Zhang Yu Company is the first listed company of domestic same trade.Under the modern market economy condition, the core of the competition among enterprises is the market ability , namely the competition of marketing ability , so the tactics of marketing is the key to deciding the issue of the battle on the market in enterprises. Though a abundant company in Yantai has strong fund strength, surging brand, advantages, such as marketing network of wide coverage rate,etc; But there are many weak points in tactics of marketing, if marketing management is extensive, the channel is confused in management, the phenomenon of a bunch of goods takes place occasionally , much sets of pricing system, information is not unobstructed,etc, these problems hinder the fast development of company's business seriously.This text has put forward a set of basic marketing tactics for a abundant company to these questions, and has advised to the implementation.of the tactics of marketing. The thesis has used the modernmarketing theory, has adopted the law of market survey, document to consult research approaches, such as the law, SWOT analysis, etc., combine the characteristic of the domestic and international market of grape wine trade and development trend in the future, have analysed a resource conditions, such as marketing environment, the inside advantage of the company, inferior position of abundant company, etc. in Yantai, have analysed a marketing current situation of ChangYu company and existing problem, use 4 PS marketing combinatorial theory, combine 4CS and 4RS marketing theory, put forward goal market orientation when should be chosen, advanced market of Chang Yu Company, have designed suitable a products tactics of abundant company, price strategy, distribute the tactics, popularizing the tactics, propose that the marketing tactics of brand taking " cultural marketing " as the core, combine a marketing resource of Chang Yu company, promote the brand advantage that" one is abundant", strengthen multi-level communication, such as a abundant company and consumer, channel terminal station, the public, etc..Hope that the research results of this text are helpful in sound development of changYu limitied company's marketing ability.