本文關鍵詞：法國波爾多葡萄酒出口營銷的策略分析　出處：《遼寧大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 葡萄酒波爾多營銷策略列級名莊 AOC拉菲

【摘要】：近年來，中國大陸掀起了一陣葡萄酒熱潮，關于葡萄酒的消費，投資和收藏成了大家關注的熱點，因此，對于波爾多葡萄酒在國際市場上的營銷策略和相應效果的研究很有價值。尤其是法國波爾多的葡萄酒更是聲名遠揚，波爾多作為傳統(tǒng)的法國葡萄酒產區(qū)，具有悠遠的葡萄酒文化，先進的葡萄酒釀造工藝，積累了獨特而又領先的葡萄酒營銷策略，這些營銷策略既包括一些傳統(tǒng)的營銷方案和模式，又有一些與時俱進，因地制宜的新策略，這些不同的策略在不同方面為波爾多葡萄酒的世界推廣顯示出了良好的營銷效果。 我國作為一個大的新興經濟體，隨著人們生活水平的不斷提高，將會成為未來世界上最具潛力的葡萄酒市場。我國在葡萄酒貿易的發(fā)展方面，有許多得天獨厚的優(yōu)勢，通過對波爾多葡萄酒世界營銷策略的分析和研究，有助于我國著眼于自身條件，尋求適用于本國葡萄酒產業(yè)發(fā)展的道路，對于葡萄酒貿易及相關的商務活動具有重要的現(xiàn)實意義。 本文大致分為六個部分，第一部分為緒論，，主要介紹了論文的研究目的和現(xiàn)實意義；第二部分總體概括了世界范圍內葡萄酒營銷的策略和影響各種策略制定的因素；第三部分主要介紹了法國波爾多出口發(fā)展的現(xiàn)狀；第四部分集中分析了法國波爾多葡萄酒的多樣化營銷策略，既有傳統(tǒng)的營銷方法，又有一些與時俱進的創(chuàng)新營銷模式；第五部分為波爾多葡萄酒出口營銷的效果；第六部分總結了波爾多出口營銷的經驗和對我國葡萄酒貿易發(fā)展的啟示。其中，第四部分和第五部分是論文研究的重點，法國波爾多這些成熟的葡萄酒營銷策略和經驗，對我國葡萄酒貿易發(fā)展具有很好的引導和借鑒作用。
[Abstract]:In recent years, the mainland of China has set off a wave of wine boom, the consumption of wine, investment and collection has become the focus of attention, so. The study of Bordeaux's marketing strategy and corresponding effect in the international market is very valuable, especially the French Bordeaux wine is famous, Bordeaux as a traditional French wine production area. With a distant wine culture, advanced wine brewing technology, accumulated unique and leading wine marketing strategy, these marketing strategies include some traditional marketing plans and models. There are also some new strategies that keep pace with the times and adapt to local conditions. These different strategies have shown good marketing results in different ways for the world promotion of Bordeaux wine. China, as a large emerging economy, with the continuous improvement of people's living standards, will become the world's most potential wine market. There are many unique advantages, through the analysis and research of Bordeaux wine world marketing strategy, it is helpful for our country to focus on its own conditions, to find a suitable way for the development of domestic wine industry. For wine trade and related business activities have important practical significance. This paper is divided into six parts, the first part is the introduction, mainly introduces the purpose and practical significance of the paper; The second part summarizes the strategies of wine marketing worldwide and the factors that affect the formulation of various strategies. The third part mainly introduces the current situation of French Bordeaux export development; Part 4th focuses on the analysis of French Bordeaux wine diversification marketing strategy, both traditional marketing methods, but also some innovative marketing mode with the times; 5th part of Bordeaux wine export marketing effect; Part 6th summarizes the experience of Bordeaux export marketing and the inspiration to the development of wine trade in China. Among them, part 4th and part 5th are the emphases of the thesis. These mature wine marketing strategies and experiences in Bordeaux, France, have a good guidance and reference for the development of wine trade in China.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F416.82

【參考文獻】

相關期刊論文 前10條

1 賀夢禹;;法國酒鄉(xiāng)與酒人[J];世界博覽;2012年14期

2 王耀中;;論國際營銷文化環(huán)境與我國出口營銷策略[J];財經理論與實踐;1991年05期

3 溫斯婷;劉新歌;;“波爾多”是如何銷往中國的[J];大經貿;2012年06期

4 呂序言;;綠色食品的國際營銷策略研究[J];市場論壇;2007年09期

5 孫冰;;2009,波爾多又一偉大年份?[J];中國經濟周刊;2010年45期

6 雷澩;;出口貿易中國際營銷策略的應用[J];商場現(xiàn)代化;2008年34期

7 張言志;波爾多葡萄酒的銷售模式[J];中外葡萄與葡萄酒;2004年03期

8 ;中國成波爾多葡萄酒第二大進口市場[J];中國食品工業(yè);2010年09期

9 高桐;;國際營銷中產品標準化與差異化策略研究[J];科技資訊;2011年01期

10 寧海峰;;國際營銷策略分析[J];企業(yè)科技與發(fā)展;2009年01期

本文編號：1408776