Research On Marketing Strategy Of Imported Wine Of ZL Wines And Spirits Co.Ltd.

Along with the rapid development of information technology and transportation,wine and wine culture has been spread worldwide.More and more Chinese people have started to drink wine and appreciate the wine culture,meanwhile they have realized that the prospect of wine trade is bright.ZL Wines and Spirits Co.Ltd established a department to import wine in 2014,and it developed into the biggest imported wine integration operator in China in two years.ZL has imported a wide range of wine,which are surely of standard quality.However,compared to the domestic wine dealers and other imported wine dealers,ZL has its challenges in the market share and brand promotion.The analyses base on the classical theories of marketing.First,the thesis analyze the compete environment of Henan regional market.Second,the thesis explain the market positioning and market segmentation.The last,the thesis propose the marketing strategy and the measure of safeguard.There are six chapters in this paper.The first chapter introduces the research background,the main problem,and proposes the research methods and the results.The second chapter discusses the present development of marketing at home and abroad.The third chapter introduce the development of ZL Wines and Spirits Co.Ltd.The forth chapter analyze the compete environment,which is based on SWOT matrix analysis and Michael Porter's Five Forces Model,then propose the competitive strategy.The fifth chapter propose the market segmentation strategy by using STP analysis and BCG matrix analysis.The last chapter provides specific solutions.The paper applies a series of modern marketing analysis theories,which provide references to the company,of imported wine business and the regional markets.