An Analysis Of Marketing Channels Optimization Strategy And Implementation Guarantee For Imported Wine

With the development of the globalization and trade integration,wine and wine culture has been spread all over the world.The number of Chinese consumers,who choose the imported wine,has gradually increased.The imported wine consumption class and wine culture have gradually formed.In recent years,the growth of imported wines in the domestic market has been popular,due to series of trading policies.It has brought plenty benefits to Chinese imported wine companies.Many foreign wine suppliers are optimistic about the huge growth of the Chinese wine market,making industrial layouts in advance and gradually increasing investment.Meanwhile,after a brief spring in the domestic imported wine industry,due to the upgrading of information technology,payment methods,consumption methods,the short-term excessive competition and marketing problems have exposed.Some wine-import companies which lack sustainable competitiveness are facing elimination from the market.Founded in 2013,HT is a part of the large state-owned investment and financing platform in Henan Province.Since its inception,in order to support the international freight route between Europe and Zhengzhou,it has pioneered the import and export trade business and imported a large number of fast-moving consumer goods from Europe.In particular,imported wines are one of the main goods.Since then,the marketing of imported wines has been well-developed in a short time.After six years of development,HT Company has become a large-scale wine importer in Henan Province.Its products can basically meet the needs different costumers.However,the company also faces the problems of incomplete development of marketing channels,market share,and brand promotion.This thesis starts with the problems encountered in HT Company's imported wine marketing,uses classic marketing theories to analyze the situation of HT Company's marketing channel construction.Then,it will use literature analysis,case analysis,survey and interview,and other five types of analysis methods.Combined with 4P and 4C marketing theories,this study plan to conduct a detailed analysis of the existing marketing channels of HT company,finding its problems,and the causes of the problems.According to the PEST and SWOT analysis methods,the company's macro environment and industry will also be comprehensively analyzed.This study hopes to formulate strategic plans for the optimization of HT's imported wine marketing channels,based on the state's relevant policies on the imported wine industry.This study also plans to make a design for the future business development and further marketing channel strategies of HT to ensure the implementing of the optimization strategies.This thesis analyzes the current status and future development trends of the domestic imported wine industry market through a systematic and comprehensive study of the imported wine industry and marketing channels.It can help companies in the same industry to recognize that the industry is currently at the stage of self-adjustment and reshuffle.Recognizing the opportunities that exist in the process of optimizing the marketing channels of the imported wine industry,can ultimately explore new market development opportunities and bring new business ideas to the entire imported wine industry.