Studies On Marketing Strategy Of JYY Vineyard

With the rapid development of China’s economy grow and consumers’ disposableincome has steadily increased, prompting the structure and level of consumption ofdomestic consumer spending escalating. Such a great environment for wine popular inthe country to create good preconditions. Wine rapid growth in domestic consumptionin recent years, the market is expanding. Major wine makers in this economicenvironment, constantly optimize the product structure, product upgrades to adapt tochanging consumer demand. As a rising star in the domestic wine makers, JYY wineryinsisted from the beginning of construction of a high standard, high positioningphilosophy, firmly grasp the development trend of the market. After ten years ofdevelopment, JYY winery has developed into a domestic first-class wineries, the rapidincrease product awareness, expanding market share, stand out in the competitivemarket. In this paper, under the guidance of the classic marketing and strategy theory,by reading a lot of literature on wine macroeconomic environment, industrycharacteristics and in-depth understanding of the business environment andsummarized. using Michael Porter’s five forces model illustrates the competitivestructure of the wine industry, the application of SWOT analysis model was eventuallydeveloped as JYY winery ’s strategic direction. Through access to demographic dataand other relevant information, the entire wine market in accordance with consumerincome subdivisions, and determine the target market and market positioning JYYwinery. Through market research and in-depth exchanges with the channel and end-consumers, understand JYY winery in the current marketing problems and then proposesolutions to optimize the design and safeguards marketing strategy.This article JYY wineries to better meet market demand in the course of business, establish differentiated competitive advantage and win a series of rationalizationproposals put forward in the competition, the winery ’s marketing campaign for JYYcertain guiding significance for the industry other wine producers also have somereference value.