本文關鍵詞：漳州吉馬葡萄酒市場營銷策略研究　出處：《華僑大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 漳州吉馬葡萄酒公司 葡萄酒 營銷策略

【摘要】：目前，飲用葡萄酒的習慣尚未在我國廣泛盛行，其市場仍然處于一個開拓及成長期。伴隨著我國經濟的快速發(fā)展，以及人民群眾的生活水平的不斷提高，尤其是達到小康水平家庭的數目快速增多，使得葡萄酒在我國消費市場的認同度迅速提升，并且，葡萄酒以其特有的保健因素受到更多消費者的認可、偏愛，因此，對于葡萄酒的消費量也隨之不斷增長。由此可見，葡萄酒在中國是個很有市場發(fā)展前景的行業(yè)。 除了受到啤酒和白酒這兩種傳統(tǒng)酒類產品的挑戰(zhàn)外，大量的國外葡萄酒品牌也正以驚人的速度涌入中國市場，同行業(yè)間的競爭也日趨白熱化。本文以漳州吉馬葡萄酒為背景，通過采集到的數據，利用SWOT分析法，4C理論和4P理論，分析漳州市場葡萄酒行業(yè)的營銷策略，潛在的風險，存在的機會。用先進的營銷理念提出完善優(yōu)化的對策。 建議漳州吉馬葡萄酒公司在利用現(xiàn)有市場環(huán)境與集團自身的有利條件下，調整自身的營銷方向，通過構建有效的快速反應機制、產品與需求的關聯(lián)機制、長期的關系機制、盈利機制、定價機制、終端機制，根據消費者的需要來明確產品的定位和走向，以服務的姿態(tài)來面對消費者。積極的關注社會的變化，市場的變化，消費者需求的變化，，及時調整企業(yè)自身的營銷策略；在品牌的發(fā)展上，要注意提升企業(yè)和品牌的知名度和美譽度。這樣才能保證企業(yè)的可持續(xù)發(fā)展，消費者忠誠度的提高。
[Abstract]:At present, the habit of drinking Wine not widely popular in China, the market is still in a period of growth and development. With the rapid development of China's economy, and constantly improve the level of people's life, especially to the number of well-to-do level family rapid increase, the Wine increased rapidly, in the consumer market of our country the identity and Wine with its unique health factors is more recognized by consumers, therefore, consumption preference for Wine also increased. Thus, Wine is a promising market in China.
Apart from these two kinds of traditional beer and liquor liquor products challenge, a large number of foreign brands Wine is at an alarming rate into the Chinese market, industry competition is becoming increasingly intense. Based on the background of Zhangzhou djimma Wine, through the data collected by using SWOT analysis method, 4C theory and 4P theory Zhangzhou Wine industry market analysis, marketing strategy, potential risks, opportunities exist. To improve the optimization countermeasures with advanced marketing idea is put forward.
Zhangzhou Wine Gemma company in the use of favorable conditions for the existing market environment and the group itself, adjust the marketing direction of its own, through the construction of a rapid response mechanism effective, association mechanism and demand products, mechanism, long-term profit mechanism, pricing mechanism, terminal mechanism, to clarify the position and direction of the products according to the needs of consumers in order to service, attitude to face consumers. In a positive social concern, market changes, changes in consumer demand, timely adjustment of enterprise's marketing strategy; in brand development, and enterprises should pay attention to enhance brand awareness and reputation. So as to ensure the sustainable development of enterprises, enhance the consumer loyalty.

【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.82

【參考文獻】

相關期刊論文 前6條

1 張琳;;高檔葡萄酒的體驗營銷[J];消費導刊;2008年12期

2 朱元雙;;低碳經濟背景下企業(yè)低碳營銷探析[J];經濟研究導刊;2010年15期

3 李建平;;淺議產品市場營銷組合理論的發(fā)展演變[J];機械管理開發(fā);2006年06期

4 金煒;;中國葡萄酒營銷與消費的新動向[J];酒世界;2009年06期

5 邵黎明;王坤鵬;;基于SWOT的昌黎縣葡萄酒產業(yè)可持續(xù)發(fā)展分析[J];學理論;2013年11期

6 楊和財;王淵;單良;;葡萄酒感性營銷的研究[J];商場現(xiàn)代化;2007年14期

本文編號：1360621