本文選題：葡萄酒 + 營銷策略��； 參考：《石河子大學》2014年碩士論文

【摘要】：隨著全球多元化的相互滲透以及人民生活水平的日益提高，葡萄酒已成為大多中國人不可或缺的消費品。優(yōu)質的進口葡萄酒更是倍受歡迎。中國高端葡萄酒市場供求不足，據(jù)中國海關不完全統(tǒng)計，2012年我國累計進口葡萄酒4.3億升，同比上漲8.9%；進口葡萄酒平均價格為每升6美元，同比上漲8.5%。中國將成為世界葡萄酒消費大國之一，市場前景一片大好。而星利佳釀葡萄酒作為澳大利亞葡萄酒引進后，在中國建立代理機構，是一個集鑒賞、品嘗、銷售和儲存為一體的會員制葡萄酒直銷場所。 為更好開拓星利佳釀葡萄酒在中國市場上的份額，本文通過對葡萄酒國內外行業(yè)市場的細致分析與研究，及時抓住公司所面臨的機會與妥善化解來自其他企業(yè)的威脅，揚長避短，結合公司的自身情況選擇正確的銷售渠道，制定完善、有競爭優(yōu)勢的營銷策略，使公司能夠抓住市場所帶來機會，及時搶占市場份額，取得葡萄酒市場的絕對主導權，迎接國內外各行業(yè)葡萄酒的嚴峻挑戰(zhàn)。并且結合公司營銷管理現(xiàn)狀及其外部的市場研究，推廣出一套適合本公司完善的營銷策略，包括商品、價格、市場、行業(yè)拓展、商品的創(chuàng)新及具有影響力的知名品牌。本文通過對中國葡萄酒市場行情的分析評估，同時，權衡各方面利弊，制定了適合星利佳釀公司相關營銷策略。這些策略從多方面、多角度為公司的營銷管理起到指導作用，，策略的有效實施對市場占有率的提升有至關重要的作用，提高公司品牌的知名度，提高企業(yè)利潤，為公司壯大發(fā)展打下夯實的基礎。
[Abstract]:With the mutual penetration of global diversity and the rising living standards of the people, wine has become an indispensable consumer goods for most Chinese. High quality imported wine is very popular. China's high-end wine market is short of supply and demand. According to incomplete statistics from China's customs, China imported 430 million litres of wine in 2012, up 8.9 percent from the same period last year. The average price of imported wine is $6 per litre, up 8.5 percent from the same period last year. China will become one of the world's largest wine consumers, the market prospects are good. After being introduced as Australian wine, Starry Wine has established an agency in China. It is a member wine direct selling place which integrates appreciation, taste, sale and storage. In order to develop the market share of Starry wine in China, this paper analyzes and studies the domestic and foreign wine market in order to grasp the opportunity and resolve the threat from other enterprises. Take advantage of the advantages and avoid weaknesses, choose the correct sales channels according to the company's own situation, formulate a perfect and competitive marketing strategy, enable the company to seize the opportunities brought by the market and seize the market share in time, To obtain the absolute dominance of the wine market, to meet the severe challenges of domestic and foreign wine industry. Combined with the current situation of the company's marketing management and its external market research, we promote a set of perfect marketing strategies, including commodities, prices, market, industry expansion, commodity innovation and influential well-known brands. Based on the analysis and evaluation of the Chinese wine market, and weighing the advantages and disadvantages of various aspects, this paper formulates the relevant marketing strategies suitable for Starry Wine Company. These strategies play a guiding role in the marketing management of the company from many aspects and angles. The effective implementation of the strategy plays an important role in enhancing the market share, improving the brand awareness of the company, and increasing the profits of the company. For the company's growth and development lay a solid foundation.
【學位授予單位】：石河子大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.82

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