Strategic Planning Optimization Of New Yellow Rice Wine Product In The "Internet+" Context

The rapid expansion of the internet has brought new opportunities to the development of various industries."Internet+" that inheriting the spirit open,equal,cooperative,sharing and innovative has brought unprecedented challenges as well as numerous opportunities to the yellow wine industry.S Company,an outstanding enterprise among the consulting companies for the wine industry,has a set of its own instruments and templates(e.g.4×8 strategic model).We designed a set of new product strategies for HX based on traditional methods.However,there were problems in the implementation stage due to limited consumer research,low internet application ability and unsuitable organizational structure.Comparing to traditional big bottle yellow wine,the small bottle HX product targets on young consumers.Since this long tail market is highly fragmented,internet marketing is needed.It is destructive new product,companies have limited successful cases to use for reference.Meanwhile,traditional new product strategy planning mainly focus on selling,dissemination,channel and pricing etc.It may not work when targeting on highly fragmented young consumers in the internet era.Companies find it difficult to expand market and impress target consumers.In this paper,consumer study is carried out with the 5W+H method.Moreover,business model theory and the organization plan of resolving the difficulties encountered by innovators are used to resolve the above mentioned problems that HX small bottle encountered.This paper shed insight on how yellow wine industry may utilize internet+ for marketing revolution,brand building and profit growth.It also played an active role in realizing the revitalization of traditional culture and a healthy and positive drinking atmosphere.