本文選題：斯瑞德　切入點(diǎn)：差異化　出處：《中國(guó)石油大學(xué)(華東)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：中國(guó)葡萄酒市場(chǎng)經(jīng)過(guò)了一個(gè)快速增長(zhǎng)的階段,現(xiàn)在其發(fā)展正趨于平穩(wěn)。國(guó)內(nèi)葡萄酒企業(yè)在市場(chǎng)投入方面不斷增加,大量進(jìn)口葡萄酒也不斷國(guó)內(nèi),導(dǎo)致國(guó)內(nèi)葡萄酒市場(chǎng)的競(jìng)爭(zhēng)激烈異常。同時(shí),由于國(guó)際金融形勢(shì)及國(guó)內(nèi)相關(guān)政策、經(jīng)濟(jì)環(huán)境的影響及國(guó)內(nèi)大型企業(yè)開(kāi)始涉足進(jìn)口葡萄酒代理行業(yè),葡萄酒業(yè)面臨著行業(yè)內(nèi)洗牌的境地。面臨復(fù)雜的國(guó)內(nèi)葡萄酒市場(chǎng)及葡萄酒行業(yè)越來(lái)越同質(zhì)化的問(wèn)題,如何使斯瑞德國(guó)際商貿(mào)有限公司得到長(zhǎng)足發(fā)展。本文認(rèn)為實(shí)施差異化的營(yíng)銷既能給企業(yè)帶來(lái)豐厚的回報(bào),又會(huì)提升公司的市場(chǎng)競(jìng)爭(zhēng)力。本文主要研究斯瑞德國(guó)際商貿(mào)有限公司的差異化營(yíng)銷,對(duì)在國(guó)產(chǎn)葡萄酒與進(jìn)口葡萄酒、進(jìn)口葡萄酒與進(jìn)口葡萄酒之間競(jìng)爭(zhēng)日益激烈的形勢(shì)下,斯瑞德國(guó)際商貿(mào)有限公司如何適應(yīng)市場(chǎng)環(huán)境、結(jié)合企業(yè)自身具體情況不斷加強(qiáng)市場(chǎng)競(jìng)爭(zhēng)力提出了對(duì)策。本文主要分為七個(gè)部分,首先,介紹了本文研究的目的和意義;其次,介紹了國(guó)內(nèi)外葡萄酒差異化營(yíng)銷的研究現(xiàn)狀及本文的研究基礎(chǔ);第三,運(yùn)用PEST研究方法對(duì)斯瑞德宏觀環(huán)境進(jìn)行了分析,運(yùn)用“五力”模型分析對(duì)斯瑞德微觀營(yíng)銷環(huán)境進(jìn)行了分析,同時(shí),還對(duì)進(jìn)口葡萄酒市場(chǎng)潛力及消費(fèi)者消費(fèi)行為進(jìn)行了分析;第四,介紹了斯瑞德國(guó)際商貿(mào)有限公司的基本情況、斯瑞德?tīng)I(yíng)銷的現(xiàn)狀,對(duì)斯瑞德自身營(yíng)銷情況進(jìn)行了SWOT分析;第五章,根據(jù)斯瑞德?tīng)I(yíng)銷過(guò)程中存在的問(wèn)題,結(jié)合差異化營(yíng)銷理論,對(duì)斯瑞德實(shí)行差異化營(yíng)銷的必要性與可行性進(jìn)行論證;第六章,根據(jù)斯瑞德?tīng)I(yíng)銷存在的問(wèn)題,結(jié)合SWOT分析、營(yíng)銷環(huán)境的分析結(jié)果,提出斯瑞德國(guó)際商貿(mào)有限公司異化營(yíng)銷的對(duì)策,為斯瑞德國(guó)際商貿(mào)有限公司的進(jìn)一步發(fā)展提供新思路;第七章,總結(jié)本文,得出結(jié)論。
[Abstract]:The Chinese wine market has gone through a period of rapid growth, and now its development is becoming more and more stable. Domestic wine enterprises have been increasing their investment in the market, and a large number of imported wines have also been continuously imported domestically. This has led to fierce competition in the domestic wine market. At the same time, due to the international financial situation and related domestic policies, the impact of the economic environment and the domestic large enterprises began to set foot in the import wine agency industry. The wine industry is facing a situation of intra-industry reshuffle. It faces the complex domestic wine market and the growing homogeneity of the wine industry. How to make Sred International Trade Co., Ltd to get great development. This paper thinks that the implementation of differentiated marketing can bring a rich return to the enterprise. This paper mainly studies the differential marketing of Sred International Trade Co., Ltd., which is aimed at increasing competition between domestic wine and imported wine, imported wine and imported wine. How to adapt to the market environment and how to strengthen the market competitiveness of Sred International Trading Co., Ltd. According to the specific situation of the enterprise itself, this paper is divided into seven parts. Firstly, the purpose and significance of this study are introduced; secondly, This paper introduces the research status quo of wine differentiation marketing at home and abroad and the research basis of this paper. Thirdly, it analyzes the macro environment of Sred by using PEST research method. Using the "five forces" model to analyze the micro marketing environment of Sred, at the same time, it also analyzes the market potential of imported wine and consumer consumption behavior. 4th, it introduces the basic situation of Sred International Trade Co., Ltd. Based on the current situation of Sred's marketing, the author makes a SWOT analysis of Sred's own marketing situation. Chapter 5th, according to the problems existing in the process of Sred's marketing, combines the theory of differential marketing, The necessity and feasibility of Sred's implementation of differentiated marketing are demonstrated. Chapter 6th, according to the problems existing in Sred's marketing, combined with SWOT analysis, the analysis results of marketing environment, This paper puts forward the countermeasures of Sred International Trade Co., Ltd.'s dissimilation marketing, which provides a new idea for the further development of Sred International Trade Co., Ltd. 7th chapter, summarizes this article and draws a conclusion.
【學(xué)位授予單位】：中國(guó)石油大學(xué)(華東)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.82;F274

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