The Research Into E2 Wine Marketing Tactics Of Kunming E2 Winery

In recent years, Wine consumption is growing rapidly in China as the wine has been accepted by more and more Chinese consumers owing to a deeper understanding of the wine and people's concern with health. Against the backdrop, Kunming E2 winery is established, as is the case with the import project of E2 wine. To ensure that the E2 wine project runs smoothly, the author, by using MBA knowledge and related analysis method, designs the E2 wine marketing tactics based on real-life situations.The paper starts with the market basket survey in Kunming. Through the survey, information of the wine demand in Kunming can be obtained. Then, the author makes the market segmentation, followed by market positioning. Finally, E2 winery marketing tactics can be worked out according to 4 aspects—the product, price, place and promotion.The whole text is divided into six parts. The first part is an introduction to research background, significance, and research status in China and abroad, as well as an overview of the thesis. The second part covers basic knowledge of the wine and the wine industry in China. The third part analyzes the market basket survey and the market segmentation. In the fourth part, the author uses the five competitive forces model and the SWOT analysis method to evaluate advantages, disadvantages and opportunities of each segment market. Then, the market positioning will be discussed. In the fifth part, based on the above analysis and the 4 P theory, the author proposes the Kunming E2 winery marketing tactics from 4 aspects—the product, price, place and promotion. Finally, in the sixth part, after summing up the whole paper, the author draws a conclusion.