Correct marketing strategy is the guarantee of enterprise's profit. If enterprises and products do not have suitable target markets and appropriate marketing strategies, others such as product pricing, distribution channels and brand promotion are just flowers in the water. The following is what I recommend to you, I hope you like it!

The first chapter is "Research on the Marketing Strategy of Great Wall Wine"

Abstract: With the development of China's economy and the improvement of people's living standards, the wine industry has shown a good development trend and become a sunrise industry in the wine industry. As the wine industry in China started late, the wine market needs further development. China wine industry will be an era of both challenges and opportunities, with great development potential. As a leading enterprise in China wine industry, Great Wall wine faces the opportunity of sustained and rapid growth of China wine market and the strong challenge from domestic and foreign competitors. How to adapt to this market demand and expand market share is a problem that Great Wall Company must face squarely.

Keywords: Great Wall wine; SWOT analysis; market strategy

With the development of economy and the improvement of people's living standards, red wine, which is beneficial to people's physical and mental health, is increasingly favored by people. At the same time, with the further deepening of China's opening-up policy, the import tariff of China wine has been further reduced, and the quantity of imported wine has increased year by year. As a leading enterprise in China wine industry, Great Wall wine faces the opportunity of sustained and rapid growth of China wine market and the strong challenge from domestic and foreign competitors. How to adapt to this market demand and expand market share is a problem that Great Wall Company must face squarely.

I. Overview of Great Wall Wine

Great Wall Wine is a well-known brand produced by China Grain Wine Co., Ltd., a global top 500 enterprise, and is known as the first brand of China wine. In recent years, Taoran has attracted more and more wine lovers at home and abroad with its excellent quality and unique flavor.

Second, the Great Wall wine marketing environment analysis

* * Macro-environmental analysis

There are many macro factors affecting the marketing of Great Wall wine, including the following factors: the natural conditions in the three major producing areas of Great Wall wine are very good and suitable for grape growth; Due to the impact of the economic crisis, people's purchasing power has shrunk, prices have risen, sales have been sluggish, and corporate profits have declined, which is not conducive to the sales of Great Wall wines; In order to improve the image of wine, laws and regulations in the production process are gradually standardized; With the development of economy and the improvement of people's living standards, red wine with healthy nutrition and pure taste is increasingly welcomed by people.

* * * Two * * Microenvironment Analysis

For the marketing of Great Wall wine, micro-environmental factors also have a great influence on it, mainly in four aspects: First, fierce competition among peers has a negative impact on the sales of Great Wall wine; Second, the change of consumers' consumption concept has expanded market demand; Third, the increase in cost puts pressure on wine marketing; Fourthly, technological progress has played a positive role in the production and sales of Great Wall wine.

Third, SWOT analysis of Great Wall wine

In this environment, Great Wall wine brands should adjust their brand marketing strategies in time, give full play to their brand advantages, develop brand culture, create segmented brands, meet consumers' demand for medium and high-priced products, and formulate feasible brand development strategies to cope with the constant changes in the market.

At present, Great Wall wine has two advantages. One is the strong COFCO background of the "World Top 500"; Second, a good planting environment creates conditions for subsequent production.

Three disadvantages: First, the development history of Great Wall wine is relatively short, and there is no stable customer base; Second, the homogenized products on the market are more serious now; Third, there are fewer products with mid-range price.

Three opportunities: first, national policy support to provide opportunities for its development; Second, consumer groups of high-end products have been formed, and the market has gradually opened; Third, brand awareness and reputation have improved, and production and sales are in good condition.

Four threats: First, there is fierce competition in the same industry in China, both Changyu and liquor companies; The second is the threat of imported wine from abroad.

Fourth, the Great Wall wine marketing problems

With the overall development of wine industry, the external environment of enterprises is constantly changing, and the temporary advantages of Great Wall wine can no longer meet the requirements of rapid market changes.

There are five main problems: first, product homogeneity, lack of mid-range products; Second, the packaging is outdated; Third, the price is chaotic; Fourth, the channel is chaotic; Fifth, brand promotion is not strong enough.

Five, the Great Wall wine marketing strategy suggestions

* * * a * * product innovation, increase the variety of mid-range products.

Great Wall wine should speed up scientific and technological progress, attach importance to technological progress and investment, invest in the development of new technologies, new processes and new products, and intensify technological transformation. The company should constantly develop new products according to the humanistic environment such as consumption habits and the ever-changing market competition environment, pay attention to the combination with local actual conditions, pay attention to product research and development to keep pace with the times, and fully cooperate with the company headquarters to develop wine products suitable for the market.

* * * 2 * * Improve the packaging design.

1. Packaging designed for different gender consumers is favored by many female consumers because of its special beauty effect. 2. Theme packaging for different consumption occasions Now Great Wall Company has launched a wine wedding banquet, and it is quite good to use the photos of newlyweds as the theme of the bottle logo.

* * * III * * Adjust the price according to the market demand.

Product design involves different packaging, different raw materials and different pricing. Due to the requirements of different consumers, different grades of high, medium and low-grade wines have been developed. At present, the contradiction between supply and demand in the wine market is quite prominent, and price competition has become the most commonly used competitive strategy because of its directness, rapidity and simplicity.

* * * Four * * Conduct effective channel supervision.

There is insufficient channel supervision in Great Wall wine marketing, so effective channel supervision should be carried out: 1, and "small wine shop" should be opened for sales; 2. Direct selling Great Wall Company adopts the business model of direct supply, reducing circulation links and benefiting consumers; 3. Distribution Due to fierce market competition, it is necessary to strengthen in-depth distribution.

* * * Five * * * Intensify the promotion and enhance the brand image.

There is no concept of new product listing. It is necessary to open the market through promotion, communicate information, let customers know about our products, trust our products, and become their best choice.

conclusion

According to the analysis of the advantages and disadvantages of Great Wall wine at present, as well as the opportunities and threats it faces, we can see that the overall trend of Great Wall brand development is stable and optimistic. With COFCO's brand integration and a series of brand marketing strategies for Great Wall wine, the brand of Great Wall wine has developed rapidly and its market share is increasing day by day. However, with the overall development of the wine industry, the external environment of enterprises is constantly changing, and the temporary advantages of Great Wall wine can no longer meet the requirements of rapid market changes. We believe that through the implementation of systematic and perfect brand marketing strategy, Great Wall wine enterprises will definitely become the first brand of China wine. * * * Author: Changchun University School of Management * * *

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