The Great Wall Wine Regional Marketing Strategy In Shaanxi Province

In recent years, as China’s rapid economic and social development and residents’ disposable income continued to increase, China’s demand for wine has entered a relatively stable period of growth; The wine annual consumption growth rate is not less than 13% since 2013,but Great Wall, as the Chinese wine industry leaders,is growing at a slow rate in Shaanxi market the last few years,and its market share is challenged. Therefore, by studying their market situation analysis and business environment, develop a reasonable marketing strategy, to enhance the Great Wall wine market has great practical significance.Firstly, I inform the research purpose, background and significance of this paper., a large number of previous studies in the literature review, based on the latest research, and the contents and methods of this article. Research topics related theories were involved and summarized, and lay a solid theoretical foundation for the subsequent content of this article.Secondly, I illustrate the external environment and internal environment of the Great Wall wine Shaanxi market analysis, Mainly from the general environment, the competitive environment and the Great Wall wine Shaanxi branch own situation areas.Again, on the Great Wall Wine Marketing Shaanxi SWOT analysis. Summed up the opportunities and threats facing the Great Wall wine Shaanxi market, advantages and disadvantages exist owned, provide the basis for the development of the Great Wall Wine Shaanxi marketing strategy.Finally, based on the above market analysis, use theory of 4Ps theory to develop a marketing strategy for Shaanxi Great Wall wine, and the corresponding recommendations safeguard measures. The Safeguard measures include the construction of personnel and market information gathering mechanism two aspects.