Research On Marketing Strategy Optimization Of Sophie Wine Company’s Italian Wine In Shenzhen

With progress of the information technology and the network century’s coming,the needs of economy growth,consumer upgrade,and high-quality life is becoming more and more important.However,due to the negative impact from the trade war and Chinese domestic market downside,the competition environment turns to much tougher.The Italian product line is top priority among red wine importers.The optimization of the sales and marketing strategy is very critical for related enterprises become more competitive in market,to overcome the challenges.This article selected Sophie Wine Corporate as research target.Using the literature research method,interview method,we deep-dive analyzed the current market situation of the corporation in Shenzhen.Identified the business problems and the root cause.With PEST,Michael Porter’s Five Forces Model,we studied the macro environment and the competition situation.Using Question Method,we understood consumer’s preference and needs.According to the vertical market analysis,we separate the consumers into “Health”,“Enjoy”,“Appearance”,and “Price”four types.And deeply researched the different characteristic of each type.Deeply aligning with the Corporate’s target and position,and suiting the Shenzhen market’s custom and specialty,and applying the 4Cs,4Rs related theories and global research results,we elaborated the program of how to optimize the sales and marketing strategy for corporate.We brought up the supporting measure for execution.At last,we did the summary of the whole research experiences,and pointed out the article’s insufficient and improvement area,and looked forward to further research directions.The article intends to use the experience and success of the target market and product line of Sophie Red Win Corporate,to copy and expand to other scenarios of red wine business.To provide new idea and method for the operators of this market,to grow business in the challenging period.It is also meaningful and helpful to people in other related markets in similar situation.