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

  更多相關(guān)文章： 葡萄酒 JF酒業(yè) 蘇北市場 營銷策略

【摘要】：中國經(jīng)濟的飛速增長,物質(zhì)和文化生活越來越豐富。我國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,進口葡萄酒作為符合國人的這一消費趨勢的產(chǎn)品,在中國葡萄酒市場如風(fēng)換雨,得到了快速發(fā)展。另一方面國內(nèi)消費者對進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。進口葡萄酒在中國展現(xiàn)出了驚人的爆發(fā)力,中國巨大的市場潛力將吸引越來越多的進口葡萄酒進入。在進口葡萄酒當(dāng)中,除了五大名莊、CASTEL,美國星座,德國黑塔,智利桑雅等少數(shù)幾個品牌外,為消費者普遍熟悉的品牌并不多,國人對進口葡萄酒的總體認知度不高。加之進口葡萄酒仍沒有幾個占據(jù)市場主導(dǎo)地位的領(lǐng)導(dǎo)性品牌,這使得未來進口葡萄酒行業(yè)呈現(xiàn)百花齊放的局面。 本文首先對國內(nèi)外相關(guān)的營銷研究理論進行歸納總結(jié),然后結(jié)合我國實際情況分析國外進口葡萄酒的政治、經(jīng)濟、文化環(huán)境,對葡萄酒國內(nèi)外競爭狀況進行總結(jié),在此基礎(chǔ)上,本文以CASTEL中國十大經(jīng)銷商為例,實證分析國外進口葡萄酒在中國的生存狀態(tài),對比國內(nèi)葡萄酒企業(yè)在中國市場的競爭態(tài)勢,最后通過需求和SWOT分析,找出了公司所存在的優(yōu)勢和劣勢,確定了JF酒業(yè)蘇北的目標市場,進而結(jié)合現(xiàn)代的市場營銷理論,制定了JF酒業(yè)蘇北產(chǎn)品策略、價格策略、渠道策略和促銷策略等一系列市場營銷策略。為進口葡萄酒企業(yè),國內(nèi)葡萄酒企業(yè),以及進口葡萄酒運營商提供有價值的參考意見。本文的內(nèi)容分為以下五個部分： 第一章：緒論,主要介紹研究背景與意義,闡述國內(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,并簡述本文的研究創(chuàng)新與不足。 第二章：相關(guān)理論闡述,國外主要的營銷研究理論進行描述,為下文闡述營銷的方案提供理論基礎(chǔ)。 第三章：現(xiàn)狀分析,詳細介紹了進口葡萄酒企業(yè)發(fā)展概況,JF酒業(yè)公司背景,以及JF酒業(yè)蘇北營銷品牌現(xiàn)狀和存在問題。 第四章：環(huán)境分析,宏觀的從政治,法律,文化環(huán)境概述對葡萄酒企業(yè)的影響,闡述國內(nèi)市場的競爭環(huán)境,以及葡萄酒的需求,通過以上,為JF酒業(yè)蘇北市場SWOT分析打下基礎(chǔ)。 第五章：營銷策略,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JF酒業(yè)蘇北區(qū)域市場進口葡萄酒營銷的政策建議。 本文的研究結(jié)論：通過國內(nèi)外營銷的相關(guān)理論,分析國內(nèi)外葡萄酒企業(yè),以及國內(nèi)的進口酒水運營的現(xiàn)狀,國內(nèi)市場的競爭環(huán)境,政治,法律,文化,對葡萄酒企業(yè)的影響,總結(jié)出有關(guān)JF酒業(yè)進口葡萄酒在蘇北市場的營銷策略。 本文的特色及創(chuàng)新在于：結(jié)合國內(nèi)進口葡萄酒最成功的CASTEL運營模式,分析CASTEL國內(nèi)十大經(jīng)銷商的運營產(chǎn)品,為中國的酒水運營商提供一些經(jīng)驗。同時結(jié)合JF酒業(yè)在蘇北區(qū)域市場營銷實際情況,為進口酒水運營商提供一些理論以及營銷手段策略的選擇。
[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)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.82

【參考文獻】

相關(guān)期刊論文 前6條

1 劉周平,莊貴軍,周筱蓮;跨國零售企業(yè)在中國的經(jīng)營戰(zhàn)略研究[J];管理世界;2004年08期

2 劉朝宗;;產(chǎn)品策略在企業(yè)的實際應(yīng)用研究[J];企業(yè)技術(shù)開發(fā);2007年06期

3 蔣筱翡;;大學(xué)生消費市場的促銷策略研究[J];商場現(xiàn)代化;2006年32期

4 張紅星;董鴻亮;;物流服務(wù)的促銷策略研究[J];商品儲運與養(yǎng)護;2007年01期

5 熊義志;;論個人職業(yè)定位和發(fā)展的分析方法[J];人力資源管理;2011年03期

6 李紅偉;;采用SWOT分析方法淺析家族企業(yè)的管理模式[J];中國集體經(jīng)濟;2008年01期

，

本文編號：1418565