Research On Wine Marketing Strategies In The Network

The increasing popularity of mobile Internet has changed people's working and living habits,as well as the marketing mode of enterprises.The Internet era is both an opportunity and a challenge for all walks of life.The transparency of information makes the competition of wine industry increasingly fierce.Wine enterprises need to promote the development of network marketing,innovate the way of wine network marketing,optimize the network marketing strategy and enhance the core competitiveness of enterprises in order to gain advantages in competition and occupy market share.Zhangyu Wine,as an old Chinese brand and a leader in the wine industry,needs to actively respond to the fierce market competition,adjust strategy in time,realize the marketing network,and make Zhangyu become an international brand recognized by more consumers.This paper studies wine marketing strategy from the perspective of network.Firstly,it introduces the development status of wine industry at home and abroad.It also analyses the impact of network channel on wine industry sales from the aspects of transaction selection,marketing channel,transaction price,trading customers and expansion speed.At the same time,it also analyses the impact of network channel on wine industry sales from the angle of classification of wine consumers,reasons for choosing online shopping and changes in behavior.This paper analyzed the behavior characteristics of wine consumers in the network era,analyzed the novel network marketing strategies of wine industry in the network era,and pointed out the problems of network marketing strategies.Taking Zhangyu Wine Company as an example,based on the detailed analysis of marketing environment,advantages and disadvantages,opportunities and challenges of Zhangyu Wine Company,this paper puts forward the marketing strategy of Zhangyu Wine under the background of network,and gives some suggestions and conclusions on the improvement of offline sales,logistics distribution system,enterprise network marketing talents,etc.Certain reference value.