Researchon Marketing Strategy Of SH Company's Red Wine

Red wine has been accepted and loved by international consumers because of its low alcohol content and related wine culture.Liqueur is the mainstream liquor in China's market at present.As a traditional national culture liquor,liqueur is popular with domestic consumers.However,with the development of the world economic globalization,the convenience of transportation and the liberalization of international trade,the market share of red wine in our country is increasing.At present,in the domestic alcohol consumption market,a relative competitive situation is formed,which is dominated by liqueur,supplemented by beer and wine,followed by other new types of mixed alcohol drinks such as rice wine.Red wine as an exotic wine variety,with the development of reform and opening up and global free trade,after a long period of market publicity and consumer cultivation,it has gradually become a kind of healthy wine recognized by consumers in our country.At present,the market potential of red wine in our country is great.However,the competition of many red wine brands and wine sales agents is beco ming more and more fierce.Local wine marketing companies are under competition not only from the domestic market,but also from international wine brands.Especially with the development of electronic commerce on the Internet,red wine from abroad is more convenient to enter the Chinese market,and the market penetration is stronger.The competition pressure of domestic wine marketing companies is increasing day by day.Innovative marketing strategy can bring more and stronger competitive advantages for red wine sales companies.Scientific and reasonable marketing strategy and implementation can bring stable consumer customer group and good brand effect for the company.SH company,as a red liquor sales company in Shanghai,has long been mainly selling imported organic wines.With the intensification of the current wine market competition,especially the development of e-commerce on the Internet,the sales oforganic red wine in SH Company have been in a certain predicament.How to break the deadlock effectively and innovate the marketing strategy is the key to the success or failure of SH Company's red wine marketing.Based on 4R theory and STP theory of marketing and PEST macro environment analysis,Porter's five forces competition model and SWOT analysis,this article analyzed the status quo of organic wine marketing of SH company.The article also puts forward concrete countermeasures from the angle of view of 4 R theory from the segmentation and positioning of target market.Finally,the article provides a comprehensive and useful reference for other red wine sales companies with similar problems.