Study On The Marketing Issues Of Shenyang Spring Winery

In the context of China's transition to a market economy, the market competition is becoming increasingly fierce, the enterprise wants to survive and develop in the fierce market competition, its marketing strategy is critical. If a company did not gain advantage in marketing their survival could not be guaranteed. White wine has a long history in China, on the invitation of the masses in our country is the must-have drinks, liquor has been very fast-growing market. But with the Government for official hospitality limited influence of plasticizer and liquor, a series of factors, resulting in a certain degree of atrophy in the liquor market. Liquor-making enterprises under this pressure, must develop new marketing strategies in order to adapt to the changing market environment.Shenyang Dongquan Winery is located in the high-tech development zone, Shenyang, Liaoning province, Shenyang, Shenyang area size and influence Enterprise specializing in the production of alcohol, East Springs Winery "East Great Northeast" liquor products, has been well received by consumers and the community, but in recent years a large number of inventory, product sales are not optimistic. Facing a liquor industry's weak market, two or three line companies gradually cooling trends, scientific marketing strategies out of its impasse, East Springs Winery is the situation needs to be changed. Paper using has learn to of management and the marketing learn knowledge principle, through large of literature check out and on Dongquan Winery of field research, onDongquan Winery of marketing status for has described, used has PEST analysis method, on its external environment for has analysis, while used Porter five force model analysis industry environment, second using SWOT analysis method, analysis has Dongquan Winery of advantage, and disadvantage, faced of threat and opportunities, pointed out that its in products, and price, and channel, and promotions, strategy Shang exists of problem and formed reasons, With the above issues, through a series of research and analysis, identified market segments and market positioning of Shenyang Dongquan Winery put forward a viable marketing strategy designed to pass the paper, seeking development in the plight of the Shenyang Dongquan Winery, to seize market opportunities, increasing market share and sales revenue with theoretical and practical information and reference.