Research On Marketing Strategy Of Hansen Wine In Inner Mongolia Based On 4C Theory

The Hansenwine Co.,Ltd(Hansenwine) was established in 2001. With its great liquor-making raw materials and the advanced brewing techniques, it produced the first-class wine products. At the same time, the company also relies on some unique marketing strategies such as: setting up direct retail stores, naming bars with good prospect, and cooperating with local governments to improve its sales.Just 12 years, the company’s total assets has quadrupled.The company has gradually developed in the competitive markets of both domestic wine brands and foreign brands.Since 2011, Chinese government gradually lowered the tariff on the imported brands of wine as it promised when China joined the WTO. Various imported wine brands capture the market share, in the mean time, the sales of domestic products was shirking. Under this circumstance, some historic Chinese brands are taking different kinds of measure to keep their market-share maintenance.One of the important means is to explore new wine markets in Inner Mongolia, which was the main areas of Hansenwine.Comparing with the legacy brands in China like Changyu and Great Wall,Hansenwine has shorter history, lower brand awareness and less consumers. If Hansenwine does not take effective measures, it will lose its market under the double blow of both foreign and domestic brands.In response to the threats mentioned above,this paper analysis the marketing strategies of Hansen wine from five aspects:customers, costs, convenience, communication and coping with competition. In addition, this article also gives some improved methods according to the deficiencies of the company. Moreover, this paper also provide well-rounded market strategies through identify segments and pinpoint the target customer groups to guide the marketing activities. It can also be acted as a typical marketing case for other emerging enterprises in Inner Mongolia, which attribute to the local economic growth.