本文選題：營銷策略　切入點(diǎn)：營銷渠道　出處：《東華大學(xué)》2017年碩士論文

【摘要】：近年來,隨著我國下調(diào)葡萄酒的進(jìn)口關(guān)稅,促進(jìn)了進(jìn)口葡萄酒的大量引入,單從葡萄酒的瓶裝酒來講,2016年,進(jìn)口量與2005年相比增加了近30倍。隨著互聯(lián)網(wǎng)的發(fā)展,電子商務(wù)也進(jìn)入進(jìn)口葡萄酒營銷領(lǐng)域,進(jìn)口葡萄酒的營銷越來越多的增加了線上銷售這一方式,這一方式也引導(dǎo)消費(fèi)者改變進(jìn)口葡萄酒的消費(fèi)方式。TH公司是一家擁有獨(dú)立自主進(jìn)出口權(quán)的專業(yè)化葡萄酒運(yùn)營企業(yè)。公司的進(jìn)口葡萄酒營銷主要電子商務(wù)營銷方式為主,近兩年來取得了一定的營銷成效,但是,由于公司成立較晚,很多體系還不夠成熟,在營銷策略上還存在一些問題,公司面對(duì)國內(nèi)市場對(duì)進(jìn)口葡萄酒品牌意識(shí)不強(qiáng)、消費(fèi)者對(duì)葡萄酒的認(rèn)知度不高、消費(fèi)者對(duì)網(wǎng)絡(luò)購買進(jìn)口葡萄酒的信任度低、在市場上的競爭力取決于葡萄酒的價(jià)格,這些因素都屬于進(jìn)口葡萄酒營銷的外部環(huán)境,此外,公司的進(jìn)口葡萄酒沒有建立品牌優(yōu)勢,在銷量上還沒有進(jìn)一步的提升,因此,這些都使得公司需要進(jìn)行營銷策略的改進(jìn)。本人從2015年開始接觸葡萄酒行業(yè)至今,對(duì)TH公司葡萄酒的營銷具有一定的了解,并且有意向從事葡萄酒營銷方面的工作,基于上述背景,本文以TH公司作為研究對(duì)象,對(duì)進(jìn)口葡萄酒的營銷策略進(jìn)行研究,通過4Ps和4Cs理論的結(jié)合,制定了TH公司葡萄酒營銷的策略,主要包括:打造在線信譽(yù),贏得顧客信賴;關(guān)注顧客成本,提升價(jià)值感受;拓寬顧客范疇,創(chuàng)造“一站式”服務(wù)體驗(yàn)以及優(yōu)化顧客關(guān)系,發(fā)展核心顧客群等;在此基礎(chǔ)上通過層次分析法,本文從產(chǎn)品競爭力、銷售活動(dòng)能力、產(chǎn)品更新能力以及消費(fèi)者對(duì)產(chǎn)品的信賴度四個(gè)方面建立指標(biāo)體系,對(duì)TH公司進(jìn)口葡萄酒營銷策略的實(shí)施情況進(jìn)行了分析,分析結(jié)果顯示,該策略具有一定的合理性和可行性;在最后,為了保障TH公司進(jìn)口葡萄酒營銷策略的順利實(shí)施,本文還從營銷渠道管理,營銷隊(duì)伍建設(shè)與管理、營銷策略實(shí)施的控制機(jī)制等方面提出了相應(yīng)的保障對(duì)策建議。營銷渠道管理包括維護(hù)渠道體系的穩(wěn)定、多樣化產(chǎn)品的供給以及針對(duì)性的開展業(yè)務(wù)培訓(xùn)等;營銷隊(duì)伍建設(shè)與管理包括培育企業(yè)特有的營銷文化、對(duì)營銷人員的素質(zhì)進(jìn)行培養(yǎng)與提升;最后是對(duì)營銷策略的實(shí)施進(jìn)行控制,對(duì)公司內(nèi)部人員的管理制度進(jìn)行規(guī)范、建立和強(qiáng)化信息管理網(wǎng)絡(luò)機(jī)制、健全市場應(yīng)對(duì)化機(jī)制等。本文制定了客觀合理的營銷策略,這些策略能夠?yàn)門H公司的葡萄酒營銷的可持續(xù)提升提供一定的借鑒。
[Abstract]:In recent years, with the reduction of import duties on wine in China, a large number of imported wines have been introduced. In terms of wine bottled wine alone, the import volume increased nearly 30 times in 2016 compared with 2005. With the development of the Internet, E-commerce has also entered the field of wine import marketing, and the marketing of imported wine has increased the online sales. This way also leads consumers to change the consumption mode of imported wine. Th Company is a professional wine operator with independent import and export rights. In the past two years, some marketing achievements have been achieved. However, due to the late establishment of the company, many systems are not mature enough, and there are still some problems in the marketing strategy. Faced with the domestic market, the company does not have a strong awareness of imported wine brands. Consumers' low recognition of wine, their low trust in buying imported wines on the Internet, and their competitiveness in the market depend on the price of wine. These factors all belong to the external environment for the marketing of imported wines, in addition, The company's imported wine has not established a brand advantage and has not yet further improved its sales volume, which has led to a need to improve its marketing strategy. I have been in touch with the wine industry since 2015. We have a certain understanding of wine marketing in th Company, and are interested in doing wine marketing work. Based on the above background, this paper takes th Company as the research object to study the marketing strategy of imported wine. Through the combination of 4Ps and 4Cs theory, the paper formulates the strategy of wine marketing of th company, which mainly includes: building online reputation, winning customer trust, paying attention to customer cost, enhancing value feeling, broadening customer category, Create a "one-stop" service experience, optimize customer relationships, develop core customer groups, etc. On this basis, through the Analytic hierarchy process, this paper from the product competitiveness, sales activities, The index system is set up in four aspects of product renewal ability and consumers' reliability. The implementation of th company's import wine marketing strategy is analyzed. The results show that the strategy is reasonable and feasible. Finally, in order to ensure the smooth implementation of th company's import wine marketing strategy, this paper also from the marketing channel management, marketing team construction and management, Marketing channel management includes maintaining the stability of the channel system, the supply of diversified products and the development of business training. The construction and management of marketing team includes cultivating the unique marketing culture of the enterprise, cultivating and improving the quality of the marketing personnel; finally, controlling the implementation of the marketing strategy and standardizing the management system of the company's internal personnel. Establishing and strengthening the network mechanism of information management, perfecting the mechanism of market response and so on. This paper formulates the objective and reasonable marketing strategy, which can provide some reference for the sustainable promotion of wine marketing of th company.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.82

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