文档介绍：Abstract
Currently,with petition and shortened life cycles as well as the petitive products, competition has e a major problem in the recent wine marketing. Particularly, as China’s largest population province, the annual wine research sales of Henan is more than ten billion yuan. In the liquor industry, it is circulated that who have Henan and then have Central Plains. It is also circulated that who have Central Plains and then have world. In the petitive market, the market strategy is ing increasingly important.
In this paper, by using the modern marketing theory, firstly, I analyze the status of kouzijiao wine by the pit-depth investigation and analysis, then I describe the current marketing environment and then analysis the Kouzijiao wine’s strengths, weaknesses, opportunities and threats by SWOT theoretical analysis. Next, I provide some marketing strategy and promotional programs as well as the development of STP strategy. Finally, by analyzing the actual operation marketing strategies and methods problems in Henan, I propose how to use market innovative "push-pull" effect model in the market during different periods and point out the problem about all aspects of marketing, including, strategic planning, market selection, risk transfer, product consumption and cultivate loyal consumer base, improving petitiveness, etc.. In Chapter IV ,I analyze the problem which can effectively reduce the risk of prehensive marketing management and related strategies and then make effective using of consumer spending inertia and establish shift linkage of each Office. Therefore, we can increase the brand influence and expand the market share. In Chapter V, I propose how to use policy the effective measures. At last, we present the main conclusions, the innovations, the shortage of articles, and make future considerations of this topic.
Key words: Kouzijiao wine Marketing management SWOT analysis
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