Research On Marketing Strategy Of Imported Wine Chain Supermarket Of JK Wine Company

With the tremendous achievements made in China’s economic construction, people wine growing consumer demand for it, which also led to the rapid development of China’s wine market. In this market situation, marketing companies engaged in the import of wine, more and more enterprises are facing the pressure is also growing. Chain supermarkets as a more general business model, are able to use their own resources to the greatest extent, the formation of scale advantages, to create their own brands, enhance their competitiveness. At the time of operation of imported wine business, JK Wine Company adopted a supermarket chain business model. In order to achieve business objectives, competition in the market to seize more market share and promote the rapid and sustainable development of enterprises, JK Wine Company imported wine marketing it is particularly important.JK Wine imported wine marketing strategy for the supermarket chain has been systematically studied, aims to discover and solve problems, build competitiveness and achieve healthy and rapid development of enterprises. The main course of the study and conclusions of this paper are as follows: Firstly, investigated current running status of JK Wine company;the application of SWOT analysis of imported wine marketing environment is analyzed, and the existing problems of the wine marketing strategy. Secondly, JK Wine imported wine in Shanghai established supermarket chain marketing strategy were analyzed by analysis of wine Chain supermarkets operating status and problems, determine JK Wine target market. Through the establishment of the Shanghai area JK Wine imported wine Chain supermarkets strengths and weaknesses, threats and opportunities, and research reports, the proposed supermarket chains and the overall design of the company should adopt product strategy, pricing strategy, channel strategy and marketing strategy. Again, combined with the actual situation in JK wine and imported wine marketing objectives, marketing programs designed to penetrate the cultural, experiential marketing programs to build APP marketing programs, and the rapid expansion of low-cost brand-building program four kinds of marketing programs, and a clear marketing selected on the basis and principles of the program. Finally, the JK Wine imported wine supermarket chain marketing strategies to implement safeguards are: business leaders attach great importance to marketing, the use of advanced science and marketing concepts, establish a reasonable sound management system, attention to professional training, company culture and information construction etc. Through this study, targeted proposed JK Wine imported wine supermarket chain marketing strategy, effectively improve the current status of imported wine business marketing performance is not satisfactory, the expansion of business scale imports of wine supermarket chain, to achieve JK Wine Company marketing objectives and development strategies.