Research On Marketing Strategy Optimization Of Citic Guoan Wine Company

Since 1990,the scale of China’s wine market has expanded rapidly.Under the trend of "dry white heat","dry red heat" and "bailan heat",China’s wine industry has witnessed a sharp increase in sales revenue,production and industrial scale.Since 2001,the development trend of wine enterprises is getting better and better,the output is increasing year by year,the quality is excellent,and the enterprise profit is also increasing year by year.In the context of macroeconomic recovery,the country proposed the "13th five-year plan" and "One Belt And One Road" strategy,which have brought some new changes to the development of the wine industry and helped the wine industry to flourish.During the period of explosive development of the domestic wine industry,various mainstream wine enterprises took turns to dominate the market.After that,more wine enterprises realized that marketing strategy was an important way to achieve their corporate goals.In particular,the marketing strategy should be gradually penetrated into every link of planting,brewing,processing and sales.Only by constantly following the pace of changes in the market environment,constantly optimizing the marketing strategy to be able to occupy the market for a long time,improve the competitiveness of enterprises,in order to obtain greater benefits in the fierce competition in the industry.This paper starts from the actual situation of the domestic wine market,and USES PEST,SWOT analysis tool,marketing 4P combination theory,literature research method and investigation method to analyze the current situation of the domestic wine industry,the macro environment and marketing strategy.Secondly,it mainly analyzes the development status and marketing strategy of Chinese and Portuguese wine industry and the main problems.Finally,on the basis of referring to the marketing strategy of the domestic wine industry,this paper puts forward the optimization scheme of marketing strategy in line with the current situation of Chinese and Portuguese wine industry.Through analysis,the following main conclusions are drawn:First,China and Portugal wine on the xinjiang characteristic culture of this marketing concept to brand planning,can use cultural characteristics of regional advantages,such as amorous feelings of the western region of xinjiang,northwest of the silk road culture elements,such as through wine grape production differentiation and "tianshan" wine region’s unique geographical advantages,to create the unique "personality" wine.Second,while maintaining the original advantages of occupying the middle and low-end wine market,the Chinese and Portuguese wine industries adopt diversified focus marketing strategies,meet different consumers with different wines at different prices,and develop the high-end wine market step by step.Thirdly,strengthen experiential marketing,plan industrial development mode according to the idea of cluster development,and build wineries and wine castles in changji,fukang,manas and hutubi counties,which have the basis of long-term development of winemaking grapes,and in the surrounding areas with cultural advantages.Use wine tourism mode to attract more consumers to experience wine production,wine culture and other contents in winery and chateau,enrich marketing mode and increase sales volume;Fourth,build a vertical marketing system based on the distribution model.Let manufacturers fully share marketing resources with regional dealers.Regional dealers make full use of marketing resources and make effective resources play the biggest role by virtue of their comprehensive understanding of the local market and conduct targeted marketing communication in the local market.