Study On The Marketing Strategy Of The Rong Zi Wine

Wine has a long history in our country, from the western han dynasty introduced from the western regions, to the decline of the qing dynasty when the wine, until the 1980 s, the wine is gradually has rapidly developed in our country, after nearly 30 years of development, our country has become the fifth largest wine consumer. Although at present, the mainstream of white wine and beer or alcohol consumption, but wine consumption ratio increased year by year is indisputable fact that China’s current wine consumption per capita is only a quarter of the world average, with the change of the people consumption concept, the future of our country wine sales will be increased significantly, in such circumstances, many domestic wine production enterprises, to build the base, capacity expansion, even appeared the plunder of raw materials, coupled with foreign wine consumption market in many countries have already saturated, which in turn will wine exports to China, already the competitive wine market more competitive.In this paper, we study RongZi winery in the fierce market competition environment, how to develop more effective marketing strategy, to expand sales, increase awareness, enhance their brand of shanxi wine consumption market and domestic market competition ability. Paper use modern marketing theory, this paper RongZi chateau’s current internal and external marketing environment is analyzed. Through the study found that although financing wine has a certain brand advantages, adhere to the medium and high-end market, self-built marketing network is RongZi insist to do their own advantages, however, imperfect marketing organization, marketing team, also exposed some problems of restricting market development in the future. Using the method of SWOT analysis RongZi wine development strengths, weaknesses, opportunities and challenges, although has the resources, location, economic advantage, but branding into less, consumers do not understand the product. Increasing per capita consumption of grape alcohol is an excellent opportunity, in the future market is certainly large, but the international and domestic famous brand competition, industry adjustment problems threaten the development of the wine. Finally, on the basis of above analysis, in combination with the practice of the development of the market and chateau in Shanxi Province, made the wine product, price, channel, promotion of the 4 ps marketing strategy combination, and funding guarantee for the smooth implementation of the strategy, human resources, research and development of security and technical safeguards.