本文關(guān)鍵詞：JF酒業(yè)蘇北市場(chǎng)營(yíng)銷策略研究　出處：《安徽大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：中國(guó)經(jīng)濟(jì)的飛速增長(zhǎng),物質(zhì)和文化生活越來(lái)越豐富。我國(guó)人們有了更多的精神和文化的享受需求,在飲食上不僅追求營(yíng)養(yǎng)健康,更追求品位品質(zhì)。加上葡萄酒的保健,美容養(yǎng)顏等宣傳已經(jīng)深入到了大眾的思想觀念之中,進(jìn)口葡萄酒作為符合國(guó)人的這一消費(fèi)趨勢(shì)的產(chǎn)品,在中國(guó)葡萄酒市場(chǎng)如風(fēng)換雨,得到了快速發(fā)展。另一方面國(guó)內(nèi)消費(fèi)者對(duì)進(jìn)口葡萄酒了解的增加,葡萄酒專賣店、連鎖酒行以及酒水電商等新興銷售渠道日益崛起,開(kāi)始沖擊以商業(yè)超市、酒樓等傳統(tǒng)終端為主體的舊有格局。進(jìn)口葡萄酒在中國(guó)展現(xiàn)出了驚人的爆發(fā)力,中國(guó)巨大的市場(chǎng)潛力將吸引越來(lái)越多的進(jìn)口葡萄酒進(jìn)入。在進(jìn)口葡萄酒當(dāng)中,除了五大名莊、CASTEL,美國(guó)星座,德國(guó)黑塔,智利桑雅等少數(shù)幾個(gè)品牌外,為消費(fèi)者普遍熟悉的品牌并不多,國(guó)人對(duì)進(jìn)口葡萄酒的總體認(rèn)知度不高。加之進(jìn)口葡萄酒仍沒(méi)有幾個(gè)占據(jù)市場(chǎng)主導(dǎo)地位的領(lǐng)導(dǎo)性品牌,這使得未來(lái)進(jìn)口葡萄酒行業(yè)呈現(xiàn)百花齊放的局面。 本文首先對(duì)國(guó)內(nèi)外相關(guān)的營(yíng)銷研究理論進(jìn)行歸納總結(jié),然后結(jié)合我國(guó)實(shí)際情況分析國(guó)外進(jìn)口葡萄酒的政治、經(jīng)濟(jì)、文化環(huán)境,對(duì)葡萄酒國(guó)內(nèi)外競(jìng)爭(zhēng)狀況進(jìn)行總結(jié),在此基礎(chǔ)上,本文以CASTEL中國(guó)十大經(jīng)銷商為例,實(shí)證分析國(guó)外進(jìn)口葡萄酒在中國(guó)的生存狀態(tài),對(duì)比國(guó)內(nèi)葡萄酒企業(yè)在中國(guó)市場(chǎng)的競(jìng)爭(zhēng)態(tài)勢(shì),最后通過(guò)需求和SWOT分析,找出了公司所存在的優(yōu)勢(shì)和劣勢(shì),確定了JF酒業(yè)蘇北的目標(biāo)市場(chǎng),進(jìn)而結(jié)合現(xiàn)代的市場(chǎng)營(yíng)銷理論,制定了JF酒業(yè)蘇北產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略等一系列市場(chǎng)營(yíng)銷策略。為進(jìn)口葡萄酒企業(yè),國(guó)內(nèi)葡萄酒企業(yè),以及進(jìn)口葡萄酒運(yùn)營(yíng)商提供有價(jià)值的參考意見(jiàn)。本文的內(nèi)容分為以下五個(gè)部分： 第一章：緒論,主要介紹研究背景與意義,闡述國(guó)內(nèi)外研究理論,在此基礎(chǔ)上規(guī)劃出本文的結(jié)構(gòu)布局,并簡(jiǎn)述本文的研究創(chuàng)新與不足。 第二章：相關(guān)理論闡述,國(guó)外主要的營(yíng)銷研究理論進(jìn)行描述,為下文闡述營(yíng)銷的方案提供理論基礎(chǔ)。 第三章：現(xiàn)狀分析,詳細(xì)介紹了進(jìn)口葡萄酒企業(yè)發(fā)展概況,JF酒業(yè)公司背景,以及JF酒業(yè)蘇北營(yíng)銷品牌現(xiàn)狀和存在問(wèn)題。 第四章：環(huán)境分析,宏觀的從政治,法律,文化環(huán)境概述對(duì)葡萄酒企業(yè)的影響,闡述國(guó)內(nèi)市場(chǎng)的競(jìng)爭(zhēng)環(huán)境,以及葡萄酒的需求,通過(guò)以上,為JF酒業(yè)蘇北市場(chǎng)SWOT分析打下基礎(chǔ)。 第五章：營(yíng)銷策略,在理論和有關(guān)案列分析的基礎(chǔ)上,概括總結(jié)出本文的研究結(jié)論,并提出對(duì)JF酒業(yè)蘇北區(qū)域市場(chǎng)進(jìn)口葡萄酒營(yíng)銷的政策建議。 本文的研究結(jié)論：通過(guò)國(guó)內(nèi)外營(yíng)銷的相關(guān)理論,分析國(guó)內(nèi)外葡萄酒企業(yè),以及國(guó)內(nèi)的進(jìn)口酒水運(yùn)營(yíng)的現(xiàn)狀,國(guó)內(nèi)市場(chǎng)的競(jìng)爭(zhēng)環(huán)境,政治,法律,文化,對(duì)葡萄酒企業(yè)的影響,總結(jié)出有關(guān)JF酒業(yè)進(jìn)口葡萄酒在蘇北市場(chǎng)的營(yíng)銷策略。 本文的特色及創(chuàng)新在于：結(jié)合國(guó)內(nèi)進(jìn)口葡萄酒最成功的CASTEL運(yùn)營(yíng)模式,分析CASTEL國(guó)內(nèi)十大經(jīng)銷商的運(yùn)營(yíng)產(chǎn)品,為中國(guó)的酒水運(yùn)營(yíng)商提供一些經(jīng)驗(yàn)。同時(shí)結(jié)合JF酒業(yè)在蘇北區(qū)域市場(chǎng)營(yíng)銷實(shí)際情況,為進(jìn)口酒水運(yùn)營(yíng)商提供一些理論以及營(yíng)銷手段策略的選擇。
[Abstract]:The rapid growth of Chinese economy , material and cultural life are more and more abundant . In our country people have more spiritual and cultural enjoyment demand , in the diet not only pursuit of nutrition and health , but also the quality of taste . On the other hand , the imported wine is a product which accords with the consumption trend of the Chinese people . In addition to the few brands such as the five major Zhuang , CASTEL , the United States , the German black tower , the Chilean mulberry and so on , the imported wine has not been widely known to the consumers . In addition , the imported wine has few leading brands which occupy the leading position of the market . This paper summarizes the domestic and foreign related marketing research theories , then summarizes the domestic and international competition situation in China by analyzing the political , economic and cultural environment of imported wines abroad . Based on this , the paper finds out the advantages and disadvantages of domestic wine enterprises in China . Finally , through the demand and SWOT analysis , this paper finds out the advantages and disadvantages of domestic wine enterprises in China . Finally , through the demand and SWOT analysis , the paper sets up a series of marketing strategies , such as the strategy , price strategy , channel strategy and promotion strategy of Jiangsu Province . Chapter 1 : Introduction , mainly introduces the research background and significance , expounds the research theory at home and abroad , on the basis of which the structure layout of this paper is planned , and the research innovation and deficiency of this paper are briefly described . In the second chapter , the theory of marketing research abroad is described , which provides the theoretical basis for the scheme of marketing . Chapter 3 : The present situation analysis , introduces the development situation of imported grape wine enterprises , the background of the company , and the present situation and problems of the marketing brand in Jiangsu Province . Chapter 4 : Environmental analysis , macro - wide influence on wine enterprises from political , legal and cultural environment , expounds the competition environment of domestic market , and the demand of wine , through the above , it lays a foundation for SWOT analysis of the market of Jiangsu Province . Chapter 5 : The marketing strategy , based on the analysis of the theory and the relevant case , summarizes the research conclusion of this paper , and puts forward the policy suggestion on the marketing of the imported wine in the Subei regional market of the distillery industry . The research conclusion : Through the relevant theories of marketing at home and abroad , the domestic and foreign wine enterprises , as well as the domestic market competition environment , politics , law and culture , the influence of domestic market competition environment , politics , law and culture on the wine enterprises are analyzed , and the marketing strategy of the imported wine in the North Jiangsu market is summarized . The characteristics and innovation of this paper are : combining the most successful CASTEL mode of operation of domestic imported wine , analyzing the operation products of Top 10 dealers in CASTEL , and providing some experience for China ' s Jiushui operators . At the same time , combining with the practical situation of marketing in the north of Jiangsu Province , this paper provides some theories and the choice of marketing means strategies for the imported liquor operators .

【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.82

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