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1、AbstractABSTRACTTheHansenwineCo.,Ltd(Hansenwine)wasestablishedin2001.Withitsgreatliquor-makingrawmaterialsandtheadvancedbrewingtechniques,itproducedthefirst-classwineproducts.Atthesametime,thecompanyalsoreliesonsomeuniquemarketingstrategiessuchas:settingupdirec
2、tretailstores,namingbarswithgoodprospect,andcooperatingwithlocalgovernmentstoimproveitssales.Just12years,thecompany'stotalassetshasquadrupled.Thecompanyhasgraduallydevelopedinthecompetitivemarketsofbothdomesticwinebrandsandforeignbrands.Since2011,Chinesegovernm
3、entgraduallyloweredthetariffontheimportedbrandsofwineasitpromisedwhenChinajoinedtheWTO.Variousimportedwinebrandscapturethemarketshare,inthemeantime,thesalesofdomesticproductswasshirking.Underthiscircumstance,somehistoricChinesebrandsaretakingdifferentkindsofmea
4、suretokeeptheirmarket-sharemaintenance.OneoftheimportantmeansistoexplorenewwinemarketsinInnerMongolia,whichwasthemainareasofHansenwine.ComparingwiththelegacybrandsinChinalikeChangyuandGreatWall，Hansenwinehasshorterhistory,lowerbrandawarenessandlessconsumers.IfH
5、ansenwinedoesnottakeeffectivemeasures,itwillloseitsmarketunderthedoubleblowofbothforeignanddomesticbrands.Inresponsetothethreatsmentionedabove，thispaperanalysisthemarketingstrategiesofHansenwinefromfiveaspects:customers,costs,convenience,communicationandcopingw
6、ithcompetition.Inaddition,thisarticlealsogivessomeimprovedmethodsaccordingtothedeficienciesofthecompany.Moreover,thispaperalsoprovidewell-roundedmarketstrategiesthroughidentifysegmentsandpinpointthetargetcustomergroupstoguidethemarketingactivities.Itcanalsobeac
7、tedasatypicalmarketingcaseforotheremergingenterprisesinInnerMongolia,whichattributetothelocaleconomicgrowth.KeyWords：Marketingstrategy4CMarketshareThecorecompetitivenessThecultureofconsumption目录目录第一章导论.........................................................11.
8、1研究背景与研究意义...........................................11.1.1研究背景...............................................11.1.2研究意义...............................................11.2研究
