Market Analysis & Strategy Research Of Manor Wine

The thesis proceeded with market analysis of wine, by using knowledge of Marketing and Management, established a feasible sales promotion strategy for manor wine enterprises to survive, develop and build up brand at the present market status. At the first, analyzed the wine industry development and wine enterprise management status in China, introduced the concept of "manor" and "manor wine", accordingly, educed the intention and signification of above research, and made the research more practical and efficient by using the China-France manor wine corporation as an object.In environment analysis of wine competition, posted 4 market specialties of wine sufficiently, that was famous brands held the leading positions, foreign wine moved upon in china, the market rise continuously, the quality of wine was instable. In strategy research, analyzed sales promotion environment by using SWOT and PEST tools, in addition, particularized some cases of domain and foreign wine companies, educed theory of "customer sales promotion" consequently, and established a major idea of manor wine sales promotion.Under the direction of the theory, projected 3 kinds of sales promotion strategy for manor wine: club mode, e-mail mode, monopolization shop. In order to make the strategy more fit wine enterprise and performed more efficiently, in chapter V, evaluated above strategies buy using standard of strategy evaluation which is put forward by professor Richard Rumelt, an English expert study in strategy. Chose club mode as the major sales promotion method definitely, and prompted some venture factors in manor wine sales at the end of thesis.