The Research On Marketing Strategy And Marketing Mode Of Sino-french Joint-venture Dynasty Winery Ltd

Dynasty winery underwent exploring, striving and fighting in its pioneeringperiod, expansion and promotion in its growing period. Nowadays it is undergoing abottleneck stage. It is a process of starting off, rapid growth and slowdown in growth.This essay starts with Dynasty’s history, introducing the foundation of Dynasty andthe development of the brand of “Dynasty”, generalizing and summarizing themarketing strategy and marketing mode. elaborating Dynasty’s different marketingmodes and marketing concepts in different stages. Then by analyzing problems andshortcomings of Dynasty’s marketing strategy and marketing mode in recent years,this essay raises a new marketing strategy and a new marketing mode. Namely,integration of marketing communication, strategy of brand cultivation, strategy ofsales channel innovation, marketing mode of comprehensive service, informationmarketing mode and the mode of customization. Finally, combined with Dynasty’sactual situation, this essay gives a full analysis on Dynasty’s advantages anddisadvantages and clarifies the necessary preconditions to implement the new strategy.This essay also elaborates on how to implement the new marketing strategy andmarketing mode: implementation of the policy of product differentiation, setting up ofthe management system of brand cultivation, the influences of company culture onbrand, concept marketing and all-around development of market. This essay pointsout the direction of Dynasty’s future marketing innovation and development.