Great Wall Wine Integrated Marketing Research

The brand ownership of the Great Wall Wine is the China National Cereals, Oils and Foodstuffs Corp. (COFCO), shared by three subsidiaries. In the development for many years, because market effects, numerous product lines and greater popularization dynamics of the brand, make the Great Wall Wine come out top on the domestic grape wine market, become the first brand. But with the aggravation of the market competition, three enterprises share a brand , carry on the way of market operation independently and begin to display a great deal of drawbacks, such as " The channel and products overlapping,The fund wasting,Resources are scattered "etc. Especially under the drive of each interests, three companies have already become the biggest rival and have caused the serious " civil war", which is not only disadvantageous to one's own future development, but also serious overdraw the brand image. I am just on the basis of the question existing in the Great Wall Wine's development at present, through grasping the materials of the three subsidiary company and understand of grape wine trade, draw support from the modern marketing theory, has proposed if development of the Great Wall, the Great Wall Wine brand of COFCO must be combined as soon as possible, three subsidiaries set up the scheme of the unified marketing. Have studied how to launch domestic and foreign reintegrating with the modern marketing idea that "customer's value is maximized "in thesis, proposition that the principle of the inside reintegrating is to rebuild the institutional framework of the marketing functional department of wine industry of COFCO , set up the mechanism of launching marketing management in unison. The principle that the outside reintegrating is to reintegrate the marketing strategy, select the suitable target market, confirm the strategy different from the rival —Consumers are an origin of the marketing positioning and it is a key of market positioning to regard customer as the centre. Thus optimize resources, improve the key competitiveness, establish the foundation for greater development of the market, and guarantee the sustainable development of the Great Wall Wine.