本文關(guān)鍵詞：TP公司進(jìn)口葡萄酒營(yíng)銷策略研究　出處：《北京交通大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：2009年,TP公司開始進(jìn)口葡萄酒產(chǎn)業(yè)布局,取得一定的成績(jī)。但是從2013年開始,TP公司在進(jìn)口葡萄酒產(chǎn)業(yè)上頻頻折戟,找尋其營(yíng)銷策略中出現(xiàn)的問題并提出相應(yīng)的解決方案迫在眉睫而又相當(dāng)重要。通過文獻(xiàn)研究發(fā)現(xiàn),以往學(xué)者對(duì)進(jìn)口葡萄酒營(yíng)銷策略的研究主要從宏觀層面研究居多,脫離了上游的酒莊酒商,在問題的挖掘上缺乏研究的深度,導(dǎo)致設(shè)計(jì)的營(yíng)銷策略具有通用性,而缺乏實(shí)用性。而本文在TP公司的營(yíng)銷策略研究中更加具有針對(duì)性,注重營(yíng)銷策略的實(shí)用價(jià)值。本文主要從進(jìn)口葡萄酒的發(fā)展趨勢(shì)和TP公司的背景入手,根據(jù)近年來對(duì)TP公司進(jìn)口葡萄酒的經(jīng)營(yíng)現(xiàn)狀分析,借助營(yíng)銷組合理論設(shè)計(jì)維度挖掘總結(jié)營(yíng)銷策略的問題所在。運(yùn)用PEST、波特五力、SWOT分析模型對(duì)TP公司進(jìn)口葡萄酒的營(yíng)銷環(huán)境進(jìn)行了分析,尋找TP公司進(jìn)口葡萄酒的戰(zhàn)略方向。應(yīng)用STP理論工具,通過與上游和下游渠道商的訪談溝通,對(duì)TP公司和市場(chǎng)上原有的運(yùn)營(yíng)模式進(jìn)行了研究,利用客戶需求和差異化策略定位的分析,為TP公司進(jìn)口葡萄酒產(chǎn)業(yè)進(jìn)行重新定位,提出了 TP公司進(jìn)口葡萄酒產(chǎn)業(yè)定位后新的運(yùn)營(yíng)模式。文章根據(jù)上述研究方法和研究?jī)?nèi)容,在營(yíng)銷戰(zhàn)略的指導(dǎo)下,以4PS營(yíng)銷工具為主線,4CS和4RS的要素穿插互補(bǔ)作為輔助設(shè)計(jì)營(yíng)銷策略。依據(jù)消費(fèi)者需求,從差異性產(chǎn)品選擇和包裝兩個(gè)方向設(shè)計(jì)了 TP公司進(jìn)口葡萄酒寬度,長(zhǎng)度和深度的產(chǎn)品組合;從成本核算,消費(fèi)者消費(fèi)趨向,利潤(rùn)預(yù)估以及競(jìng)爭(zhēng)對(duì)手定價(jià)策略考慮,采取快速滲透的定價(jià)策略,隨行就市和成本加成定價(jià)方法為TP公司進(jìn)口葡萄酒產(chǎn)品進(jìn)行定價(jià);結(jié)合進(jìn)口葡萄酒的產(chǎn)品屬性,在渠道設(shè)計(jì)和渠道管理上采取了上游端、下游端、線上線下既分工又合作的一體化渠道營(yíng)銷管理手法,既考慮了上下游的便利性,也考慮了溝通的重要性;在促銷傳播策略的營(yíng)銷手段和營(yíng)銷渠道中采用新媒體營(yíng)銷和傳統(tǒng)營(yíng)銷協(xié)同作戰(zhàn)的方式,最終促使消費(fèi)行為的利益轉(zhuǎn)換。TP公司進(jìn)口葡萄酒營(yíng)銷策略在實(shí)踐應(yīng)用中初步取得了一定的成果,豐富了上游渠道資源,提高了庫(kù)存利用率,提升了資金周轉(zhuǎn)率,增加了客戶的滿意度,增強(qiáng)了 TP公司進(jìn)口葡萄酒產(chǎn)業(yè)的市場(chǎng)競(jìng)爭(zhēng)力。在TP公司進(jìn)口葡萄酒營(yíng)銷策略的探討研究中,運(yùn)營(yíng)模式的創(chuàng)新,跨界合作的新思路,有助于規(guī)范進(jìn)口葡萄酒的市場(chǎng)競(jìng)爭(zhēng)格局,有助于為中國(guó)進(jìn)口葡萄酒市場(chǎng)尋找到新的方向,促進(jìn)中國(guó)進(jìn)口葡萄酒市場(chǎng)的健康穩(wěn)定的發(fā)展,指引進(jìn)口葡萄酒發(fā)展新方向,并為國(guó)內(nèi)外酒莊酒商和學(xué)者研究中國(guó)進(jìn)口葡萄酒的市場(chǎng)營(yíng)銷策略提供了一定的參考價(jià)值。
[Abstract]:In 2009, the company began to import wine industry layout, achieved certain results, but since 2013, the company began to import wine industry frequently halberd. It is urgent and important to find the problems in its marketing strategy and put forward the corresponding solutions. In the past, scholars mainly studied the import wine marketing strategy from the macro level, separated from the upstream winery winery, lack of research depth in the excavation of the problem, resulting in the design of marketing strategy has universal. But the lack of practicability. And this article in the TP company's marketing strategy research has more pertinence, pays attention to the marketing strategy practical value. This article mainly starts from the imported wine development tendency and the TP company background. According to the analysis of the current situation of the imported wine of TP Company in recent years, the problems of marketing strategy are summed up with the help of the dimension of marketing combination theory. SWOT analysis model analyzed the marketing environment of the imported wine of TP Company, and found the strategic direction of the imported wine of TP Company. The application of STP theory tools. Through interviews and communication with upstream and downstream channel vendors, the original operation mode of TP company and market is studied, and the analysis of customer demand and differentiation strategy positioning is made. This paper puts forward the new operation mode after TP company's import wine industry is positioned. According to the above research methods and research contents, under the guidance of marketing strategy. 4PS marketing tools as the main line of 4CS and 4RS elements as complementary design marketing strategy, according to consumer needs. The product combination of the width, length and depth of the imported wine of TP Company was designed from the different product selection and packaging. From the cost accounting, consumer consumption trends, profit estimates and competitors pricing strategy considerations, the adoption of rapid penetration pricing strategy. The pricing method of random market and cost addition is used to price the imported wine products of TP Company. Combined with the product attributes of imported wine, the channel design and channel management adopted the upstream end, downstream end, line and offline both division of labor and cooperation channel marketing management techniques, both considered the upstream and downstream convenience. The importance of communication is also considered; New media marketing and traditional marketing are used in the marketing means and channels of promotion and communication strategy. In the end, some achievements have been made in the practical application of the import wine marketing strategy of TP Company, which enriches the upstream channel resources and improves the stock utilization ratio. Improved the turnover of funds, increased customer satisfaction, enhanced the market competitiveness of the import wine industry of TP Company. In the study of marketing strategy of imported wine of TP Company, the innovation of operation mode. The new idea of cross-border cooperation is helpful to standardize the market competition pattern of imported wine, to find a new direction for Chinese wine import market, and to promote the healthy and stable development of China's imported wine market. It also provides reference value for domestic and foreign winery winemakers and scholars to study the marketing strategy of imported wine from China.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.82;F752.61

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