Research On Optimization Of Self-media Marketing Strategy For Red Wine Products Of Beijing Penguin Group

With the continuous in-depth development of Internet technology,a series of industrial changes have been carried out in all walks of life,especially the extensive upgrading of 4G technology,which provides a new round of development power for the transformation and upgrading of various traditional industries.In the media industry,new media convergence has gradually occupied the mainstream,and the development of we media has become its biggest industry feature.In the era of we media,IP effect plays a new role in brand building.In China's red wine market,as a well-known enterprise,the founder of Beijing Penguin Group Company has the identity background of opinion leader in the industry.It is a typical enterprise brand relying on we media marketing for development.This paper takes the we media marketing case of Beijing Penguin Group Company's red wine products as the analysis object.Firstly,based on the 4Ps marketing theory,this paper analyzes the we media marketing strategy of Beijing Penguin Group Company's red wine products,and uses PEST analysis tool and Porter's five forces competition model to analyze the macro environment and industry competition environment of we media of Beijing Penguin Group Company's red wine products.Secondly,combined with the empirical analysis of the company's red wine products' we media marketing strategy,this paper takes the satisfaction of the four aspects of product,price,promotion and channel as the independent variables,and makes a regression analysis on its we media marketing effect.It is concluded that the current we media marketing effect of the company's red wine products is poor in product strategy,price strategy,channel strategy and promotion strategy,Its marketing strategy needs to be further optimized.Based on STP theory,according to the market positioning and target groups of we media marketing of red wine products of Beijing Penguin Group Company,this paper puts forward optimization strategies covering product,price,promotion,channel and other aspects.According to the analysis,in the aspect of product strategy optimization of red wine,Beijing Penguin Group Company needs to clarify product positioning,enrich product types and improve product quality;In the aspect of price strategy optimization,the company should improve the product cost performance and optimize the product pricing system;In terms of promotion strategy optimization,the company should increase the promotion efforts of non members,improve the discount of fans,and innovate promotion means;In terms of channel strategy optimization,the company should expand we media sales channels,promote the further development of offline stores,and increase the distribution of agency channels.Through the analysis of we media marketing situation of Beijing Penguin Group Company,it is expected to make a certain contribution to the healthy development of China's red wine industry and the further combination of red wine industry and we media industry,and provide reference for other similar enterprises and brands.