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Study on the Market Analysis and Marketing Strategies for Changyu Wine in Shenyang

Author: QiaoLiNa
Tutor: AnYuZhuo
School: Hebei University of Technology
Course: Business Administration
Keywords: Market analysis Marketing Strategy Changyu wine
CLC: F426.82
Type: Master's thesis
Year: 2008
Downloads: 661
Quote: 4
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Abstract


At present, the annual per capita consumption of wine in China is only 6% of the world average , and is also pioneering the growth stage . With economic development and per capita income levels , especially in the development and growth of the middle class as well as the consumption structure upgrading, the value of wine as a health drink is widely recognized factors such as wine consumption presents a trend of rapid growth since 2003 , wine not less than 13% average annual growth rate of the industry is continuous improvement in the proportion of alcohol consumption . The wine industry in China is a very good growing industry . This paper studies the development of China 's wine industry leaders Changyu Company in the northern city of Shenyang . The Changyu Shenyang market market development lags far behind in the southern market , how to change this situation, improve Changyu Shenyang market share , expansion of Changyu brand has a very real sense . The use of modern marketing theory papers , market research , literature review method , SWOT analysis and other research methods , combined with the characteristics of the wine industry at home and abroad market and future trends , Shenyang , Changyu wine marketing environment , the company 's internal strengths, weaknesses , and other resources to analyze the marketing of the company's current situation and existing problems , the use of the 4PS marketing mix theory , combined 4CS and 4RS marketing theory , the the Changyu Shenyang market target market should choose the high-end market , design a suitable Changyu Shenyang market the product strategy , pricing strategy , distribution strategy , promotion strategy , put forward to brand maintenance for the core of the brand strategy , by integrating Changyu Wine Group, the company 's marketing resources , play \rate , the ultimate goal to improve consumer satisfaction . Through this study provide useful help development of Changyu wine market in Shenyang .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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