Research On Network Marketing Strategy Of ZX Wine Company

With the change of national macro policy in recent years,the liquor industry is also facing the situation of industrial adjustment.The adjustment of the industrial structure adjustment policy has made the wine industry's market competition more intense.At present,many wine enterprises in our country still have no accurate target market positioning and product positioning,and the traditional marketing strategy has improved the cost of enterprise production and operation,and can not meet the demand of more and more diversified consumers.In the period of the rapid development of the network age,the thinking of the Internet should be the thinking idea of the marketing of the wine enterprises.How to use the Internet thinking to promote the marketing reform of the wine is the key point that the enterprise should pay attention to.Taking ZX wine company as the research object,this paper launches an in-depth study of the marketing status of ZX wine company,analyzes the company's product status,marketing status,channel status and other information,and explores the existing marketing problems of the company.The author uses PEST analysis,SWOT model analysis and other marketing analysis methods to analyze the current environment and micro environment of ZX wine company,and grasp the strengths and weaknesses,opportunities and threats of the company.According to these realities,the author applies Internet thinking and marketing theory to put forward feasible suggestions for company's marketing problems,helping companies locate target market and upgrade network marketing strategy.Finally,the author explores the safeguard measures of strategy implementation from four aspects: customer management,channel and logistics management,sales personnel management and network platform management.The author hopes that through this study,the wine enterprises can use the Internet thinking to reform the marketing strategy and promote the development of the wine industry.At the same time,through the exploration of ZX wine company,the author also hopes to find out the marketing problems in China's wine industry and enhance the international competitiveness of China's wine products.