| With China’s accession to the World Trade Organization,Tariffs on imported wine fall,especially for Chile,Australia and other countries.Import tariffs reduced to zero。A large number of imported red wine into the Chinese market.According to the 2015 red wine report shows that China’s per capita consumption of red wine 0.7L,the first tier cities to buy red wine accounted for relatively large.With the development of network sales,the price of wine has been close to transparent,red wine sales in the face of great challenges.In the red wine market spread such a word,the global market to see China,the Chinese market to see two or three line city,thus,the two or three line of the city’s red wine market has become the direction of development of the sales of red wine.In this paper,"Platon" wine sales in Changchun area for analysis,found that "Platon" red wine sales in Changchun area,there are some problems.First,the homogeneity of the wine brand,can not be the same type of wine with the price of a unique brand positioning;Two sales channels are too single,does not meet the needs of consumers to buy;three is the red wine prices can not be matched with the purchasing power of local consumers;Four is about the Platon brand wine market survey is not enough,do not fully understand the needs of the local market.In this paper,compared with the domestic and foreign relevant theoretical results,the theory of marketing theory and consumer purchasing factors theory as the theoretical support,.Qualitative interview and questionnaire survey were used to investigate and analyze the results of the research,and put forward to improve the marketing plan for the above problems.One is to improve the "Platon" wine brand positioning,to take the people,high cost to define the brand.Two is to combine the purchasing power of local consumers to develop a different wine sales price.Three is the target customer,increased demand for wine sales channels.Four is to carry out the wine tasting and wine related knowledge training,to enhance consumer awareness of the brand of red wine and consumer feelings,in order to increase sales,enhance corporate profitability. |
