Study On Marketing Strategy Of Yiyuan Vineyard

Since twenty-first Century,Chinese economy has developed rapidly,the income level of the people has been greatly improved,and the improvement of people's income has prompted the wine industry to enter a golden period of development.According to statistics,in 2012,domestic wine production increased by 13% from 2011's 115.7,000 liters,and since 2014,China will be likely to usher in the wine market gold for ten years.Faced with great opportunities,there are a large number of enterprises to enter the wine industry of this sunrise.This includes not only the original the Great Wall,Dynasty,a number of strong brands,more and more emerging small and medium-sized wine companies and foreign-funded enterprises have joined the industry,the competition is more intense.All the enterprises also need to deal with huge challenges while facing great opportunities: how to break the bottleneck of sales to seize more market share,how to obtain higher profits in the market and enhance the market competitive advantage.This paper selects Yiyuan vineyard-a considerable national Wine industry influence as the research object.Through this medium-sized wine enterprise marketing strategy research,explore this kind of red wine enterprise marketing model,for other red wine enterprise also has certain reference significance.The first of the winery's internal and external environment are analyzed,the evaluation matrix of external and internal factors,prove that the company can effectively use the existing opportunities and adverse effects to lower;then using SWOT marketing theory was used to analysis the competitiveness,combined with the Wine industry and the status of the proposed the development of the company's marketing strategy;then using STP theory to carry out market segmentation and market positioning of the company,to determine the market orientation of the company is to establish Yiyuan vineyard collection,wine for high-end development of main products,take the difference marketing route,to become the domestic first-class brand of organic Wine.Finally,using the 4P marketing theory,enterprises with the inherent advantages from four aspects of product,price,channel and promotion that can make full use of external opportunities and marketing strategy,provide a positive reference value for the development of enterprises.With the help of all kinds of marketing theory,to best meet the contemporary market economy characteristics of the classic marketing theory as the foundation,through a large number of relevant literature and field survey results,take the combination of classical and modern marketing theory,the winery made analysis of today's marketing environment,help enterprises to develop unique innovative marketing strategies for their own development,to establish the company's brand as the starting point to win the high-end consumer groups in respect and trust,and then to win success in the market.