【摘要】：酒柜行業(yè)作為葡萄酒行業(yè)的伴生行業(yè),是葡萄酒儲存行業(yè)的一個分支,近年來,隨著葡萄酒行業(yè)在中國的高速發(fā)展,紅酒柜得到了更多的關(guān)注與普及,開始向產(chǎn)業(yè)化、專業(yè)化方向發(fā)展起來。傳統(tǒng)意義上,酒柜是用于葡萄酒展示和儲存的柜子,本研究所定義的智能酒柜為基于物聯(lián)網(wǎng)環(huán)境下的智能型酒柜,本文的研究以侍酒師?智能酒柜具體為例。從市場營銷學出發(fā),微觀上,運用了STP理論、4P理論等理論系統(tǒng),對智能酒柜的市場細分、市場定位等進行了分析,宏觀上,采用了PEST模型,對酒柜產(chǎn)業(yè)的宏觀環(huán)境進行了分析。對該環(huán)境下智能酒柜如何高效推廣和健康發(fā)展進行分析、總結(jié),有針對性的提煉有效的推廣策略,為智能酒柜行業(yè)更好的發(fā)展提供參考。通過本研究,深入分析了智能酒柜行業(yè)市場現(xiàn)狀,對智能酒柜市場進行了細分和選擇定位,并針對不同的目標市場提出了相應的營銷策略,同時,得出了以下結(jié)論:(1)我國酒柜行業(yè)正處于高速發(fā)展期,智能酒柜作為酒柜行業(yè)的一支才剛剛起步,具有很大的發(fā)展?jié)摿褪袌隹臻g;(2)影響我國酒柜行業(yè)發(fā)展的最大阻力是葡萄酒文化。酒柜作為一個非剛性需求而且具有高針對性的家電目前市場基礎(chǔ)還很薄弱,離全面普及還有很長的一段路要走;(3)整個酒柜行業(yè)普遍存在的最大的問題是品牌意識薄弱,很多酒柜企業(yè)盲目的陷入惡性價格戰(zhàn)�；诒狙芯砍晒敖Y(jié)論,本文提出了“酒柜企業(yè)應當跟葡萄酒商一樣,共同承擔起葡萄酒文化知識普及、推廣的使命,只有共同將葡萄酒市場發(fā)展好了,作為后市場的酒柜行業(yè)才能真正的發(fā)展起來”的希望,并提出了幫助我國酒柜行業(yè)長遠發(fā)展的3點建議:(1)品牌專業(yè)化;(2)產(chǎn)品個性化;(3)模式多元化。
[Abstract]:Wine cabinet industry, as an associated industry of wine industry, is a branch of wine storage industry. In recent years, with the rapid development of wine industry in China, red wine cabinet has gained more attention and popularization, and began to industrialization. The direction of specialization has developed. Traditionally, wine cabinets are used for wine display and storage. The intelligent wine cabinets defined in this study are intelligent wine cabinets based on the Internet of things. Intelligent wine cabinet for example. From the marketing theory, microcosmic, the STP theory, 4p theory and other theoretical systems are used to analyze the market segmentation and market positioning of intelligent liquor cabinets. At the macro level, the PEST model is adopted. The macro environment of liquor cabinet industry was analyzed. This paper analyzes the efficient promotion and healthy development of intelligent liquor cabinets under this environment, summarizes the relevant and effective promotion strategies, and provides reference for the better development of intelligent liquor cabinets industry. Through this research, the market status of intelligent liquor cabinet industry is deeply analyzed, the smart liquor cabinet market is subdivided and selected, and the corresponding marketing strategies are put forward for different target markets. At the same time, The following conclusions are drawn: (1) the wine cabinet industry in China is in a period of high-speed development, intelligent liquor cabinet as a wine cabinet industry has just started, has a great potential for development and market space; (2) the biggest resistance to the development of wine cabinet industry in China is wine culture. Wine cabinet as a non-rigid demand and high-targeted home appliances market foundation is still very weak, there is still a long way to go to popularize all-round; (3) the biggest problem in the whole liquor cabinet industry is that the brand consciousness is weak, and many liquor cabinets are blindly caught in the vicious price war. Based on the results and conclusions of this study, this paper puts forward that "wine cabinet enterprises should, like wine merchants, jointly undertake the mission of popularizing and popularizing wine culture knowledge, and only jointly develop the wine market well." As a post-market wine cabinet industry can really develop "hope, and put forward to help our wine cabinet industry long-term development of 3 suggestions: (1) brand specialization; (2) individuation of products and (3) diversification of models.
【學位授予單位】：西北農(nóng)林科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.8
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本文編號：2463772