An Analysis On Wine Market In China And A Research In Company B Marketing Strategy

Wine as the world’s leading alcoholic drinks, has a history of thousands of years,brewing history of the production of wine in China began in1892. After more than acentury of development and evolution, a large number of wine producers haveemerged, China has become the world’s largest, most potential wine market. After thereform and opening up, Chinese wine market has undergone tremendous change, thedevelopment of large-scale wine production methods, changes in the pattern ofindustry marketing, many imported wine brands have entered the Chinese market,gave the wine market in China has brought unprecedented opportunities and challenge.In order to accelerate the development of Chinese wine producers, make full use oftheir own advantages, integrated marketing model, improving brand share, andpromote the healthy and rapid development of Chinese wine industry, it is necessaryto analyze the current situation of Chinese wine market. Company B, for example, theintegration of marketing strategy, thereby enhancing the market competitiveness ofthe wine business in China, and promote stable and rapid development of Chinesewine market. Company B of the early large-scale enterprises engaged in theproduction and sale of wine, is a typical representative of Chinese wine producers.This article describes a study of Chinese wine market research purposes, meaning andmain research content, represented by B Company, through market segmentation andmicro-segmentation, competitive positioning, cognitive theory of value analysis of thesituation, as well as Chinese wine industry market analysis, the study of wineconsumers needs motivation and consumer psychology and behavior analysis, SWOTanalysis of company B, as well as the analysis of the domestic and foreigncompetition in the industry, the goal of the company B market selection, marketpositioning, development strategies, optimized marketing strategy of company B,provides a theoretical basis for the formulation of future development strategy ofChinese wine business.