本文選題：葡萄酒營銷 + 營銷組合　； 參考：《西安建筑科技大學》2013年碩士論文

【摘要】：隨著我國國民經濟的較快發(fā)展長和消費者可支配收入的穩(wěn)步增加，促使國內消費者的消費結構和消費水平不斷升級。這樣的大環(huán)境為葡萄酒在國內的流行創(chuàng)造了良好的先決條件。國內的葡萄酒消費連年快速增長，市場規(guī)模不斷擴大。各大葡萄酒廠商在這樣的經濟環(huán)境中，不斷的優(yōu)化產品結構，進行產品升級，以適應不斷變化的消費者的需求。作為國產葡萄酒廠商的后起之秀，JYY酒莊從建廠之初就堅持了高標準、高定位的經營理念，牢牢把握市場發(fā)展的趨勢。經過十幾年的發(fā)展，JYY酒莊目前已發(fā)展成為國內第一流的酒莊，產品知名度迅速提升，市場份額不斷擴大，在市場競爭中脫穎而出。本文在經典的營銷理論和戰(zhàn)略理論的指導下，通過閱讀大量的文獻，對葡萄酒宏觀環(huán)境、行業(yè)特征和經營環(huán)境進行深入了解并做了總結。運用邁克爾波特的五力模型闡明了葡萄酒行業(yè)的競爭結構，應用SWOT模型進行了分析，最終為JYY酒莊的制定了戰(zhàn)略發(fā)展方向。通過查閱人口統(tǒng)計數(shù)據(jù)等相關資料，將整個葡萄酒市場按照消費者收入進行細分，并且為JYY酒莊確定了目標市場和市場定位。通過市場調查以及同渠道商和最終消費者的深入交流，了解JYY酒莊目前的營銷工作中存在的問題，進而提出營銷策略的優(yōu)化設計方案和保障措施。 本文為JYY酒莊在經營過程中更好地滿足市場需求，建立差異化的競爭優(yōu)勢并在競爭中取勝提出一系列合理化的建議，對JYY酒莊的營銷活動有一定的指導意義，，對行業(yè)內其他葡萄酒生產企業(yè)也具有一定的參考價值。
[Abstract]:With the rapid development of China's national economy and the steady increase of consumer disposable income, the consumption structure and consumption level of domestic consumers are constantly upgraded.Such an environment creates a good prerequisite for the popularity of wine in the country.The domestic wine consumption increases rapidly year after year, the market scale expands unceasingly.In such an economic environment, wine producers constantly optimize their product structure and upgrade their products to meet the changing needs of consumers.JYY Winery, a rising star of domestic wine manufacturers, has adhered to the high standard and high positioning management concept from the beginning of the establishment of the factory and firmly grasped the trend of market development.After more than ten years of development, JYY winery has developed into a first-class winery in China, with rapid promotion of product popularity and constant expansion of market share, which stands out in the market competition.Under the guidance of the classical marketing theory and the strategic theory, this paper, through reading a lot of literature, makes a deep understanding and summary of the macro environment, industry characteristics and operating environment of wine.The competition structure of wine industry is explained by using Michael Porter's five-force model, and the SWOT model is applied to analyze the competition structure of wine industry. Finally, the strategic development direction of JYY winery is worked out.The whole wine market is subdivided according to the income of consumers by consulting the relevant data such as demographics, and the target market and market position are determined for JYY winery.Through the market investigation and the deep communication with the channel merchants and the final consumers, the problems existing in the current marketing work of the JYY winery are understood, and the optimization design scheme and the safeguard measures of the marketing strategy are put forward.This paper puts forward a series of rational suggestions for JYY winery to better meet the market demand in the course of operation, to establish the competitive advantage of differentiation and to win in the competition, which has certain guiding significance for the marketing activities of JYY winery.Other wine production enterprises in the industry also have a certain reference value.
【學位授予單位】：西安建筑科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.82;F274

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本文編號：1738591