本文關(guān)鍵詞：美嘉公司進(jìn)口葡萄酒上海地區(qū)營(yíng)銷(xiāo)策略研究　出處：《中南大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 葡萄酒 市場(chǎng)營(yíng)銷(xiāo) 營(yíng)銷(xiāo)管道 營(yíng)銷(xiāo)策略

【摘要】：：在市場(chǎng)全球一體化的背景之下,不同的消費(fèi)者對(duì)于產(chǎn)品的需求、購(gòu)買(mǎi)動(dòng)機(jī)、購(gòu)買(mǎi)決策與購(gòu)買(mǎi)行為都會(huì)有明顯的差異,產(chǎn)品經(jīng)營(yíng)者很難用單用一種商品來(lái)滿足所有消費(fèi)者的需求,為了在市場(chǎng)競(jìng)爭(zhēng)中占據(jù)優(yōu)勢(shì)地位,產(chǎn)品經(jīng)營(yíng)者往往需要選擇適當(dāng)?shù)南M(fèi)族群當(dāng)作主要目標(biāo)市場(chǎng),進(jìn)而科學(xué)規(guī)劃市場(chǎng)管道,制定準(zhǔn)確的營(yíng)銷(xiāo)策略。美嘉公司在進(jìn)口葡萄酒的營(yíng)銷(xiāo)策略上面臨了一系列的問(wèn)題,作為美嘉公司的主要經(jīng)營(yíng)者,筆者希望借助調(diào)查分析的方式,討論分析上海區(qū)域進(jìn)口葡萄酒消費(fèi)群體的購(gòu)買(mǎi)特征,研究美嘉公司在上海市場(chǎng)進(jìn)口葡萄酒營(yíng)銷(xiāo)中存在的問(wèn)題,在此基礎(chǔ)上,完成美嘉公司市場(chǎng)營(yíng)銷(xiāo)策略的制定,從而提高消費(fèi)者對(duì)美嘉公司進(jìn)口葡萄酒系列產(chǎn)品的認(rèn)知度,增強(qiáng)對(duì)渠道的控制力。具體而言,本文研究?jī)?nèi)容和成果有： (1)討論分析了美嘉公司進(jìn)口葡萄酒系列產(chǎn)品在上海市場(chǎng)的競(jìng)爭(zhēng)環(huán)境,并針對(duì)美嘉公司進(jìn)口葡萄酒每個(gè)細(xì)分市場(chǎng)的不同需求,合理配置不同產(chǎn)品,解決產(chǎn)品分銷(xiāo)不均的問(wèn)題； (2)根據(jù)4P市場(chǎng)營(yíng)銷(xiāo)理論,為美嘉公司制定符合每個(gè)細(xì)分市場(chǎng)定位的市場(chǎng)營(yíng)銷(xiāo)方式,為提高消費(fèi)者對(duì)美嘉公司進(jìn)口葡萄酒系列產(chǎn)品的認(rèn)知度,增強(qiáng)其營(yíng)銷(xiāo)管道的控制力提供了保障措施。 本文的研究成果不僅對(duì)美嘉公司的市場(chǎng)經(jīng)營(yíng)具有較強(qiáng)的指引,對(duì)于其它葡萄酒企業(yè)制定營(yíng)銷(xiāo)策略也同樣具有一定的借鑒意義。同時(shí)本文研究成果對(duì)優(yōu)化我國(guó)葡萄酒企業(yè)營(yíng)銷(xiāo)體系的構(gòu)建,促進(jìn)我國(guó)葡萄酒從業(yè)公司健康可持續(xù)發(fā)展起到重要參考。
[Abstract]:Under the background of global market integration, different consumers for the product demand, purchase motivation, purchase decision and purchase behavior will have obvious differences, it is difficult to use a single product operator with a product to meet the needs of all consumers, in order to occupy the dominant position in the market competition, product managers often need to select the appropriate consumer groups as the main target market, and scientific planning and market access, making accurate marketing strategy. Our company is facing a series of problems in the import Wine marketing strategy, as the main operator of beauty company, I hope that through investigation and analysis, discuss and analyze the characteristics of Shanghai regional Wine buy imported consumer groups. Study the existence of meiga import market in Shanghai Wine marketing problems, on this basis, to complete our company marketing strategy The formulation, so as to improve consumer awareness of our company imported Wine series products, enhance the control of the channel. Specifically, the research content and results are:
(1) discusses the competition environment meiga imported Wine series products in the Shanghai market, and the demand for different meiga import Wine each segment of the market, the rational allocation of different products, solve the problem of uneven distribution of products;
(2) according to the 4P theory of marketing, in line with the development of each market segment positioning marketing for Mika company, to improve consumer awareness of our company imported Wine series products, enhance the control of their marketing channels provided protection measures.
The results of this study not only for our company's market operation has strong guidance, also has certain reference significance for other Wine enterprises to develop marketing strategies. At the same time, this paper researches on the construction of marketing system optimization Wine enterprises in China, promoting China's Wine business healthy and sustainable development plays an important reference.

【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F416.82;F274

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