Study Onthe Marketing Strategy Of Hunantobacco Import&Export Company Wine McGuigan Series

From2008to2013years, the Chinese wine market increase70%average of a year. These data demonstrates that the Chinese wine market is a sunrise industry in China, the development of space and vision cannot be Kudu’s. With the increased awareness of wine, wine sales have gradually increased, more and more domestic enterprises involved in this sunrise industry. China Tobacco Import&Export Co., Ltd., Hunan (hereinafter referred to as "Hunan Tobacco Import&Export Company") in2012and Australia’s second largest wine producer Australian Vintage cooperation, and agents of the company’s McGuigan Series wines. Currently McGuigan Series wines have successfully entered Hunan wine consumption market, but marketing a limited scale. In a highly competitive market environment, to open McGuigan series wine marketing situation, it is necessary to study the wine market analysis and research results in the study under the guidance of optimal design McGuigan Wines marketing strategy to try to break through the market barriers, in order to increase the McGuigan Series wine market penetration, development of Hunan Province and even the national market.Study on the marketing strategy of the Wine McGuigan late picked series, review begins with the background and significance of the paper and the research results provide theoretical basis of this study, explore. And then get the corresponding market data through PEST analysis and field and questionnaire investigation, reveal McGuigan late picked Wine facing market environment, summarizes the basic behavior Wine consumers. On the base of Hunan Tobacco Import&export company advantages and disadvantages are analyzed, based on the preference type positioning the company different consumer products by proxy, subdivision McGuigan late picked Wine marketing, in order to clear target customer, product, price, channel expansion, promotion and other marketing mix strategy layout. In the implementation of marketing strategies, segmented steadily,according to different regions use different strategies, marketing team and the organization with a reasonable, comprehensive support and rely on industry characteristics for each channel distributors, reach in order to ensure the marketing combination strategy smoothly and the enterprise marketing strategy.