Abstract:In 1997 the Hong Kong Tongheng International Investment Limited company in Yunnan, Mi Le investment in the creation of the Yunnan red wine group, by virtue of the unique grape varieties, the natural environment and the features of national culture resources, "Yunnan red" rapidly in the wine industry caused concern, the industry has become new favorites. Unique means of competition and government give aid to energetically speed up the development of "Yunnan red", "Yunnan red" wine was Yunnan people known as the "Hong Ta Shan (smoke) and a red (wine)". But developing quickly while, also highlights the problems faced by enterprises, such as, enterprise development history is short, brand awareness regional, grape quality is not consistent, terminal marketing mode of the marketing costs soar and create a corporate culture at the same time, neglected and consumer psychology of communication.
Therefore, this article mainly analyzes the micro-environment "Yunnan red" wine development present situation, from the enterprise, for carriers, marketing agencies, consumer, competitor and government public this six aspects to analyze the "Yunnan red" in the development of the main advantages and existing problems, and according to the status quo of effectively improvement strategy, in order to achieve "to continue to carry forward the advantage, disadvantage to continuously improve" target.
Keywords: Micro-environment；"Yunnan red" wine；Development status；Countermeasure