Research On Marketing Strategy Of Kah Ji's Wine Grape Company

Wine in the development of our country has a long history,according to historical records,Wine appeared in the Shang Dynasty,the western Wine has a certain development in the Western Han Dynasty,when Zhang Mo will process and products back to the mainland,to the Tang Dynasty until the Qing Dynasty reached its peak,then began to decline.Throughout history,wine has been a valuable drink for a few people.Until the reform and opening up,with the improvement of people's living standard,wine has entered the public table.Influenced by Chinese wine culture,liquor has always been the mainstream of liquor consumption in China.In the late twentieth Century,beer industry began to develop rapidly and became the daily drink of the masses.With the improvement of the people's quality of life,the wine has gradually won the preference of the middle and upper income level consumers,and has a good market potential.Since China's entry into WTO in 2001,the tariff protection period has passed 15 years ago.Overseas overloaded wine has entered China at a low cost,which has increased the competition strength of China's wine market.Georgia,as the birthplace of world wine,has a deep wine culture,advanced production technology and unique taste.Georgia in 2015 Wine began to enter the Xinjiang market,based on the Xinjiang market well-known brand Wine office in Xinjiang on the market environment analysis,put on the market in Xinjiang Wine Kakheti Georgia marketing strategy.This article mainly uses the investigation analysis method,the comparative analysis method and the case analysis method to carry on the research to the wine marketing strategy of Shihezi Kah Ji company.First of all,this article reviews the history of Kah Ji company and analyzes the marketing environment of Kah Ji wine grape from three aspects: macro marketing environment,industry competition environment and internal resource conditions.Secondly,through the field interview and data search To understand marketing strategy and implementation status of Kah Ji wine grape Shihezi market,mainly analyze the implementation of STP marketing strategy and 4P strategy of Kach Ji company,and then find out the problems existing in market development of Kashihe Georgian wine Shihehezi market.At last,Kah Ji Wine Company Shihezi marketing strategy optimization and protection measures to better achieve the purpose of improving market share Shihezi.This paper hopes to sort out the marketing strategy of Kah Ji wine company in Shihezi City to explore the internal rules of marketing strategy optimization of wine enterprise under the background of consumption upgrade.Through analysis and argumentation,the main conclusions of this paper are as follows:(1)The wine market of the Kakheti Company in Shihezi City faces the “Belt and Road” initiative,the economic strength of Shihezi City continues to rise,Shihezi builds the city of red wine,and wine manufacturing technology continues to improve.Macro marketing environment.(2)Shihezi Kakheti Wines' main competitors in the Shihezi market are Changyu and Xintian.Shihezi's more popular red wines are mainly local brands,mainly including Sandy Xintian and Changyu.Kakheti's supply chain is mainly affected by Georgia's Kakheti Winery.The company's product replacements are mainly liquor and beer.Currently,the company's product buyers are mainly individual consumers.(3)The company's marketing internal resource conditions mainly include featured products and market brand appeal,relatively sound governance institutions,solid basic material resources,and powerful publicity and promotion.(4)The market positioning of the Kakheti wines is mid-to-high end,and the main targeted consumer groups are the middle-and-young market and the wedding market.The company?s current sales are mainly from the young and middle-aged and wedding market,and the excavation of other markets is still insufficient.(5)The Kakhti company has initially formed the company's 4P marketing strategy.In terms of product strategy,Kahiti wine products are currently rich in product types,with medium-to-high-end products.In terms of price strategies,the company?s current price fluctuations are relatively large.In terms of distribution strategies,it mainly includes wholesaler channels and direct sales of shopping malls;There are mainly two categories of employee promotion and public relations promotion.(6)The development of the Shihzi submarket of the Kahdi company wine has problems such as unclear positioning,low brand awareness,lack of an excellent marketing team,insufficient market supervision,and imperfect marketing channels.(7)The Kakhti company should optimize its marketing strategy objectives from the aspects of clear brand positioning and strengthening of wine brand building,and adjust and improve STP marketing strategy from market segmentation,target market and market positioning,from product and brand,price,Channels,and Promotions.Optimize marketing mix strategies,and strengthen organizational protection from the aspects of improving corporate organizational structure,strengthening marketing culture,and strengthening personnel incentives.