Abstract: The paper aims to promote the healthy and rapid development of wine tourism industry in Yantai, effectively solve the problems of unclear market segmentation of wine tourism attractions and the unbalance between effective supply and actual demand, and meet the needs of consumers from the perspective of supplyside reform to guide the development and upgrading of the wine tourism industry. This article analyzes the relevant influencing factors of wine tourism in Yantai through SPSS and other statistical software, summarizes consumer preferences, and defines the target market to improve market segmentation. Through the STP strategy (segmenting, targeting, positioning), it proposes targeted suggestions on wine tourism industry development. Results of data analysis show that there are obvious correlations between onsumers’age and touring time, neighboring bars, love for travel experience and wine culture; occupation and ticket prices; monthly disposable income and ticket prices, spending at scenic spots, surrounding specialty hotels, specialty grape shops, love for wine drinking. According to the correlation between demographic characteristics and tourism consumer preferences, the study proposed strategies on tourism products, product pricing, and product promotion.