本文選題：產(chǎn)品策略 + 價格策略　； 參考：《江西財經(jīng)大學》2017年碩士論文

【摘要】：隨著中國經(jīng)濟的快速發(fā)展,人們的生活水平不斷提高,越來越多的國人開始追求健康時尚的生活。紅酒也開始逐漸進入人們的生活,成為健康時尚生活的必備品。因此更多的消費者了解了紅酒文化,對紅酒有了更深入的認識,紅酒在中國的市場也越來越大。正因為看中了中國紅酒消費市場,西方很多已經(jīng)有深厚的紅酒文化國家,例如美國、澳大利亞,依靠在資本、技術、品牌、營銷等方面已經(jīng)擁有嫻熟的技術和經(jīng)驗,不斷加大開發(fā)中國紅酒市場,積極投入占領中國紅酒市場的競爭當中,通過與中國紅酒品牌合資、合資以及代理等方式獲取市場份額。同時,國產(chǎn)的紅酒品牌自然也想在紅酒消費市場中占有一席之地,不斷推出各種紅酒品牌,舉辦各種促銷活動,來搶占市場份額。然而在這快速發(fā)展過程中,也面臨著很多問題,例如品牌戰(zhàn)亂、酒莊酒產(chǎn)品品質(zhì)良莠不齊等問題。張裕國際酒莊聯(lián)盟品牌的推出,目的想徹底打破這一局面,在魚龍混雜的紅酒市場為消費者挑選出了真正的酒莊酒頂級品牌。本文主要研究張裕先鋒國際酒莊江西實體店營銷策略。主要運用了文獻研究法、歸納總結法等研究方法。首先介紹了本文研究選題的背景和意義,國內(nèi)外研究現(xiàn)狀,本文的研究方法、內(nèi)容和思路等內(nèi)容,其次對張裕先鋒國際酒莊聯(lián)盟實體店的營銷環(huán)境進行了分析分析,為下文張裕先鋒國際酒莊聯(lián)盟實體店的營銷策略現(xiàn)狀和問題分析提供背景信息。之后,筆者分析和總結了張裕先鋒國際酒莊江西實體店的營銷現(xiàn)狀和問題分析,全面分析了張裕先鋒國際酒莊江西實體店在產(chǎn)品和品牌、渠道、價格以及促銷等方面營銷現(xiàn)狀和問題。為其市場營銷策略提供有針對性的解決方案打下基礎。隨后筆者針對張裕先鋒國際酒莊江西實體店市場營銷策略問題進行優(yōu)化,提出了針對性的策略,希望提出對其具有一定參考意義。隨后筆者也提出了張裕先鋒國際酒莊江西實體店營銷策略實施保障。最后筆者對本文進行總結與展望。
[Abstract]:With the rapid development of Chinese economy and the improvement of people's living standard, more and more people begin to pursue healthy and fashionable life. Red wine also began to gradually enter people's lives, become a necessary part of healthy fashion life. Therefore, more consumers understand red wine culture, have a deeper understanding of red wine, red wine in China's market is also growing. Because of their interest in the Chinese wine consumption market, many western countries already have a profound wine culture, such as the United States and Australia. They have already acquired skilled skills and experience in capital, technology, brand, marketing, and so on. We will continue to expand the development of the Chinese wine market, actively participate in the competition to occupy the Chinese wine market, and gain market share through joint ventures, joint ventures and agency with Chinese wine brands. At the same time, domestic red wine brands naturally want to occupy a place in the red wine market, continue to launch various red wine brands, organize various promotional activities to seize market share. However, in this rapid development process, there are also many problems, such as brand wars, wine products quality and other issues. The launch of the Changyu international winery alliance brand, in order to completely break this situation, in the mixed red wine market for consumers to pick out the real top brands of wine. This article mainly studies Changyu Pioneer international winery Jiangxi physical store marketing strategy. Mainly used the literature research method, the induction summary method and so on research method. First of all, it introduces the background and significance of this research topic, the research situation at home and abroad, the research methods, contents and ideas of this paper, and then analyzes the marketing environment of Changyu Pioneer International Liquor Alliance. This paper provides background information for the marketing strategy and problem analysis of Changyu Pioneer International Winery Alliance. After that, the author analyzes and summarizes the marketing status and problems of Zhangyu Pioneer International Liquor, Jiangxi physical store, and comprehensively analyzes the products, brands and channels of Zhangyu Pioneer International Liquor. Price and sales promotion and other aspects of marketing status and problems. For its marketing strategy to provide targeted solutions to lay the foundation. Then the author optimizes the marketing strategy of Changyu Pioneer international winery Jiangxi physical store, and puts forward the targeted strategy, hoping that it will have some reference significance. Then I also put forward Changyu Pioneer international winery Jiangxi physical store marketing strategy implementation protection. Finally, the author summarizes and prospects this paper.
【學位授予單位】：江西財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.82

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