Study On Wine Marketing Strategy Of Shihezi Shengguo Biotechnology Company

With the development of the times,people's health awareness has gradually improved,and consumption concepts and consumption habits have also changed to the direction of healthy health.The trend in wine consumption is also shifting from food to fruit,and more and more consumers are receiving fruit wine and fruit wine.The good taste,low alcohol content,high nutrition and health care effect of fruit wine are favored by consumers,and show a broad market potential.However,compared to other liquors,the development of Chinese wine in recent years is very slow.The investigation results show that,the wine in ordinary consumers degree of recognition is low,characteristics of wine industry as a whole showed the industry scale is small,the enterprise strength weak,low level of technology and equipment,the brand influence is not strong,is still in the primary stage of development.Combing the literature,we found that the marketing strategy of wine marketing is limited to wine,and lack of systematic research on the marketing strategy of wine.The traditional liquor marketing strategy is no longer applicable to the “healthy” and “fashionable” wine,and the marketing strategy of fruit wine restricts the rapid development of the wine industry to a great extent.The status quo is the lack of systematic research on wine marketing strategy based on,this paper selects “Shihezi Shengguo biotechnology company(hereinafter referred to as Shengguo company)” which is a representative of the wine enterprises as the research object,based on the traditional wine marketing strategy,combined with the current generation of new marketing strategies and marketing concepts,in-depth analysis and improvement the fruit wine company marketing strategy.Based on the STP and 4Ps marketing theory as the theoretical basis,in-depth analysis of the wine market positioning Shengguo company and the current marketing strategy and puts forward the existing problems;using PEST analysis,Potter five forces model and SWOT analysis of three kinds of tools for comprehensive analysis of the fruit wine company marketing environment,the actual demand and follow the market consumption,combined with the actual situation of the company Shengguo,provides four suggestions for fruit wine company marketing strategy: first,based on the demand of consumption,breaking the barriers;second,clear the competitors,to achieve a breakthrough with the difference;third,to create a strong regional brand,steadily toward the national market;fourth,mining wine culture connotation,characteristics of marketing.To ensure that the above marketing strategy can be properly implemented,safeguards need to be supported by appropriate: first,improve the overall quality of the marketing team;second,create a favorable strategy for the implementation of enterprise culture;third,focus on market research,the establishment of market feedback mechanism;fourth,strengthen the channel management and maintenance;fifth,to promote the enterprise informatization construction.Through the implementation of safeguard measures and suggestions for improvement of the existing marketing strategy guide Shengguo company competition oriented to effectively expand the wine market,the successful marketing of wine products,promote the comprehensive development of production and sales,enhance the market competitive advantage.At the same time,the results of this study also provide some reference for other wine enterprises to develop marketing strategies.