【摘要】：從2008年金融危機(jī)爆發(fā)以來(lái)，嚴(yán)峻的經(jīng)濟(jì)形勢(shì)給舊世界的葡萄酒行業(yè)帶來(lái)了巨大的沖擊。由于金融危機(jī)降低了歐洲等國(guó)家消費(fèi)者的收入，，從而使舊世界國(guó)家的葡萄酒銷(xiāo)量降低.伴隨著國(guó)外葡萄酒市場(chǎng)的低迷，中國(guó)卻在加入WTO之后，隨著葡萄酒進(jìn)口關(guān)稅由每瓶65%降到14%，進(jìn)口葡萄酒在中國(guó)的發(fā)展機(jī)會(huì)開(kāi)始不斷加大，越來(lái)越多的進(jìn)口葡萄酒種類大量的涌入中國(guó)市場(chǎng)，進(jìn)口葡萄酒量持續(xù)高速增長(zhǎng)。不同的品牌、品種以及新舊世界的等級(jí)劃分讓中國(guó)的消費(fèi)者眼花繚亂。而各國(guó)的葡萄酒生產(chǎn)商、酒莊以及國(guó)內(nèi)的經(jīng)銷(xiāo)商，力圖在中國(guó)這片進(jìn)口葡萄酒前景一片大好的市場(chǎng)上盡量占領(lǐng)更大的市場(chǎng)份額，大量的酒莊、酒坊以及進(jìn)口葡萄酒銷(xiāo)售平臺(tái)如雨后春筍般涌現(xiàn)在中國(guó)這片土地上。而中國(guó)地域特征及經(jīng)濟(jì)發(fā)展速度來(lái)說(shuō)，東、南部的經(jīng)濟(jì)發(fā)展速度明顯優(yōu)于中國(guó)西、北部，相對(duì)于東南部葡萄酒市場(chǎng)的大片開(kāi)展，中國(guó)北方市場(chǎng)無(wú)論在發(fā)展方向以及發(fā)展勢(shì)頭上，都呈現(xiàn)出良好的發(fā)展態(tài)勢(shì)。中國(guó)的東北市場(chǎng)就是一塊尚未分割的蛋糕，本企業(yè)主要做進(jìn)出口貿(mào)易，而葡萄酒的進(jìn)口及營(yíng)銷(xiāo)更是發(fā)展的重中之重，因而，如何凈化春城葡萄酒環(huán)境，正確選擇目標(biāo)市場(chǎng)，并根據(jù)企業(yè)發(fā)展情況制定市場(chǎng)營(yíng)銷(xiāo)策略，從而占領(lǐng)更大的市場(chǎng)區(qū)域，成為創(chuàng)騰公司發(fā)展思考的前提。 本文以創(chuàng)騰公司發(fā)展戰(zhàn)略以及目標(biāo)市場(chǎng)的選擇為著力點(diǎn)，從而分析中國(guó)葡萄酒市場(chǎng)，東北三省葡萄酒市場(chǎng)以及長(zhǎng)春市場(chǎng)的發(fā)展前景，剖析創(chuàng)騰公司內(nèi)部企業(yè)環(huán)境，戰(zhàn)略發(fā)展，營(yíng)銷(xiāo)模式以及未來(lái)市場(chǎng)的開(kāi)拓，從而為創(chuàng)騰公司發(fā)展開(kāi)辟新的道路。也為新興企業(yè)發(fā)展提出許多可操作性建議及意見(jiàn)。
[Abstract]:Since the outbreak of the financial crisis in 2008, the severe economic situation has brought great impact to the wine industry in the old world. Wine sales in the old world fell as a result of the financial crisis, which reduced consumer incomes in countries such as Europe. With the downturn of foreign wine market, after China's entry into WTO, with the reduction of wine import tariff from 65% to 14% per bottle, the development opportunities of imported wine in China began to increase. More and more imported wine types poured into the Chinese market, and the amount of imported wine continued to grow at a high speed. Chinese consumers are dazzled by the classification of different brands, varieties and the old and new worlds. And the wine producers, wineries and domestic dealers in various countries try to occupy a larger market share as much as possible in the market with good prospects for imported wine in China, a large number of wineries. Wineries and imported wine sales platforms have sprung up in China. As far as the regional characteristics and economic development speed of China are concerned, the economic development speed of the east and the south is obviously better than that of the west and the north of China. Compared with the large area of the wine market in the southeast, the northern market of China is no matter in the development direction and momentum. All show a good development trend. The northeast market of China is an undivided cake. The enterprise mainly does import and export trade, and the import and marketing of wine is the most important thing in the development. Therefore, how to purify the Chuncheng wine environment and correctly select the target market. And according to the development of the enterprise to formulate marketing strategy, so as to occupy a larger market area, become the premise of the development of the company. This paper focuses on the development strategy and the choice of target market of Chuangteng Company, and analyzes the development prospect of Chinese wine market, the wine market of Northeast three provinces and Changchun market, and analyzes the internal enterprise environment and strategic development of Chuanteng Company. Marketing model and future market development, so as to open up a new road for the development of Chuangteng Company. It also puts forward a lot of operable suggestions and opinions for the development of emerging enterprises.
【學(xué)位授予單位】：吉林大學(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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