本文選題：葡萄酒行業(yè)　切入點(diǎn)：通天酒業(yè)　出處：《吉林大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：目前葡萄酒業(yè)已遍布全球五大洲，生產(chǎn)大國(guó)也由西歐國(guó)家發(fā)展為遍及美洲、大洋洲、非洲、亞洲等各大洲的國(guó)家。在葡萄載種面積迅速擴(kuò)張的同時(shí)，葡萄酒產(chǎn)量也在迅猛提升，人均葡萄酒消費(fèi)量也隨之增加。雖然我國(guó)釀制葡萄酒的歷史可以追溯至漢武帝時(shí)期，但是近現(xiàn)代化大規(guī)模生產(chǎn)的時(shí)間并不長(zhǎng)，國(guó)內(nèi)葡萄酒業(yè)僅是從20世紀(jì)90年代中期才開(kāi)始全面發(fā)展壯大起來(lái)的，目前擁有東北、黃河故道、新疆、甘肅、陜西、寧蒙等覆蓋了國(guó)內(nèi)自然環(huán)境適宜種植釀酒葡萄的13個(gè)葡萄酒產(chǎn)區(qū)，產(chǎn)量也逐年增加。 通化作為“中國(guó)通化葡萄酒城”，曾經(jīng)在建國(guó)后的很長(zhǎng)時(shí)間里在葡萄酒行業(yè)中取得過(guò)矚目的成績(jī)，尤其是著名的“通化牌葡萄酒”曾多次作為國(guó)宴用酒，多代國(guó)家領(lǐng)導(dǎo)人及相關(guān)領(lǐng)域的國(guó)內(nèi)國(guó)外專(zhuān)家學(xué)者也曾多次到通化葡萄酒廠進(jìn)行參觀、考察及指導(dǎo)，然而好景不長(zhǎng)，多地出現(xiàn)假通化葡萄酒，導(dǎo)致整個(gè)行業(yè)對(duì)通化地區(qū)產(chǎn)出的葡萄酒產(chǎn)生了嚴(yán)重信任危機(jī)，在這種危機(jī)爆發(fā)期間，本文研究的“主角”——中國(guó)通天酒業(yè)集團(tuán)有限公司誕生了。 這家成立于2001年的葡萄酒企業(yè)，利用14年的時(shí)間，從一個(gè)面積不大的小廠房發(fā)展成為國(guó)內(nèi)小有名氣的葡萄酒企業(yè)實(shí)屬不易，，作為一家年輕的葡萄酒企業(yè)，如何在葡萄酒內(nèi)外競(jìng)爭(zhēng)異常激烈的當(dāng)代社會(huì)中保持旺盛的生命力，茁壯成長(zhǎng)甚至走出國(guó)門(mén)，是一件非常值得研究的事情，因此，本文著重對(duì)通天酒業(yè)集團(tuán)的營(yíng)銷(xiāo)組合策略進(jìn)行分析，希望能幫助企業(yè)克服自身存在的問(wèn)題，打造出一組適合企業(yè)自己的可持續(xù)發(fā)展的營(yíng)銷(xiāo)策略。 本文運(yùn)用SWOT分析方法對(duì)企業(yè)營(yíng)銷(xiāo)宏觀環(huán)境、微觀環(huán)境進(jìn)行分析，找出對(duì)企業(yè)發(fā)展不利與有利的各方面環(huán)境因素，同時(shí)根據(jù)筆者深入企業(yè)內(nèi)部調(diào)研獲知的企業(yè)市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀、與同行業(yè)的營(yíng)銷(xiāo)差異性、現(xiàn)存的市場(chǎng)營(yíng)銷(xiāo)問(wèn)題等情況的掌握，找出影響企業(yè)自身發(fā)展的因素及企業(yè)與同行業(yè)者的差距，再通過(guò)定量定性相結(jié)合的分析法，對(duì)國(guó)內(nèi)葡萄酒產(chǎn)業(yè)市場(chǎng)細(xì)分及企業(yè)的目標(biāo)市場(chǎng)與市場(chǎng)定位進(jìn)行分析總結(jié)，得出企業(yè)應(yīng)創(chuàng)新產(chǎn)品包裝、加快建設(shè)網(wǎng)絡(luò)銷(xiāo)售渠道及在其他休閑娛樂(lè)場(chǎng)所開(kāi)辟新銷(xiāo)售渠道并加大對(duì)女性消費(fèi)者市場(chǎng)的關(guān)注等創(chuàng)新性結(jié)論，最后提出為保障企業(yè)的營(yíng)銷(xiāo)策略順利實(shí)施而應(yīng)采取的保障措施。 中國(guó)通天酒業(yè)集團(tuán)有限公司作為通化“中國(guó)通化葡萄酒城”的新代表，已經(jīng)被通化市政府列為重點(diǎn)扶持培育的企業(yè)，并取得了一定的成績(jī)，然而，若想在日前競(jìng)爭(zhēng)日益激烈、內(nèi)外夾擊的中國(guó)葡萄酒市場(chǎng)中立穩(wěn)腳跟，走的更遠(yuǎn)，重新打造“中國(guó)通化葡萄酒城”的輝煌，對(duì)企業(yè)自身來(lái)說(shuō)、對(duì)當(dāng)?shù)卣畞?lái)說(shuō)、對(duì)通化人民來(lái)說(shuō)可謂任重道遠(yuǎn)，因此，希望本文的研究成果能對(duì)企業(yè)發(fā)展盡到綿薄之力，更希望本文的研究?jī)?nèi)容及成果對(duì)同行葡萄酒企業(yè)也能起到一定的參考價(jià)值。
[Abstract]:At present, the wine industry has spread over the five continents of the world, and the major producing countries have also developed from Western European countries to countries throughout the Americas, Oceania, Africa, Asia and other continents. With the rapid expansion of grape seed areas, wine production is also increasing rapidly. The per capita consumption of wine has also increased. Although the history of wine brewing in China can be traced back to the period of Emperor Wu of the Han Dynasty, the period of large-scale production in the recent modernization period is not long. The domestic wine industry began to develop in an all-round way only in the middle of 1990s. At present, it has the Northeast, the Yellow River Road, Xinjiang, Gansu, Shaanxi, Ningmeng has covered 13 wine producing areas where natural environment is suitable for wine grape planting, and the output is increasing year by year. Tonghua, as a "China Tonghua Wine City", has made remarkable achievements in the wine industry for a long time after the founding of the people's Republic of China. In particular, the famous "Tonghua brand wine" has been used as a state banquet wine for many times. Many generations of national leaders and domestic and foreign experts and scholars in related fields have also visited the Tonghua winery many times to inspect and guide them. However, the situation is not long, and many fake Tonghua wines appear. The whole industry has a serious crisis of trust in the wine produced in Tonghua region. During this crisis, the "protagonist" of this paper, China Tongtian Liquor Group Co., Ltd, was born. Founded in 2001, the wine company, which took 14 years to develop from a small factory in a small area to a well-known wine company in China, is a young wine company. How to maintain vigorous vitality, thrive and even go out of the country in the contemporary society in which the competition inside and outside wine is extremely fierce is a very worthy thing to study, therefore, This paper focuses on the analysis of the marketing combination strategy of Tongtian Liquor Group, hoping to help enterprises overcome their own problems and create a set of marketing strategies suitable for their own sustainable development. In this paper, SWOT analysis method is used to analyze the macro and micro environment of enterprise marketing, to find out the unfavorable and favorable environmental factors to the development of the enterprise, and at the same time, to find out the present situation of the enterprise marketing according to the author's in-depth investigation and research within the enterprise. The difference of marketing with the same industry, the existing marketing problems, and so on, find out the factors that affect the development of the enterprise and the gap between the enterprise and the same industry, and then through the quantitative and qualitative analysis of the combination of analysis, This paper analyzes and summarizes the market segmentation of domestic wine industry and the target market and market orientation of enterprises, and concludes that enterprises should innovate product packaging, We should speed up the construction of network sales channels, open new sales channels in other places of leisure and entertainment, and increase our attention to the female consumer market. Finally, we should take some measures to ensure the smooth implementation of the marketing strategies of enterprises. As a new representative of Tonghua "China Tonghua Wine City," China Tongtian Liquor Group Co., Ltd. has been listed by the Tonghua Municipal Government as a key enterprise to support and cultivate, and has achieved some success. However, if the competition is to become increasingly fierce in the future, The Chinese wine market, which has been attacked inside and outside, is neutral and firm, goes further, and rebuilds the brilliance of "China Tonghua Wine City". To the enterprises themselves, to the local government, and to the Tonghua people, it is a long way to go. Therefore, I hope that the research results of this paper can do a small part of the development of enterprises, but also hope that the research content and results of this paper can also play a certain reference value to the wine 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】：2014
【分類(lèi)號(hào)】：F426.82;F274

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