發(fā)布時(shí)間：2018-05-12 02:22

  本文選題：葡萄酒 + 營(yíng)銷策略��； 參考：《石河子大學(xué)》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(guó)人不可或缺的消費(fèi)品。優(yōu)質(zhì)的進(jìn)口葡萄酒更是倍受歡迎。中國(guó)高端葡萄酒市場(chǎng)供求不足，據(jù)中國(guó)海關(guān)不完全統(tǒng)計(jì)，2012年我國(guó)累計(jì)進(jìn)口葡萄酒4.3億升，同比上漲8.9%；進(jìn)口葡萄酒平均價(jià)格為每升6美元，同比上漲8.5%。中國(guó)將成為世界葡萄酒消費(fèi)大國(guó)之一，市場(chǎng)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(jìn)后，在中國(guó)建立代理機(jī)構(gòu)，是一個(gè)集鑒賞、品嘗、銷售和儲(chǔ)存為一體的會(huì)員制葡萄酒直銷場(chǎng)所。 為更好開(kāi)拓星利佳釀葡萄酒在中國(guó)市場(chǎng)上的份額，本文通過(guò)對(duì)葡萄酒國(guó)內(nèi)外行業(yè)市場(chǎng)的細(xì)致分析與研究，及時(shí)抓住公司所面臨的機(jī)會(huì)與妥善化解來(lái)自其他企業(yè)的威脅，揚(yáng)長(zhǎng)避短，結(jié)合公司的自身情況選擇正確的銷售渠道，制定完善、有競(jìng)爭(zhēng)優(yōu)勢(shì)的營(yíng)銷策略，使公司能夠抓住市場(chǎng)所帶來(lái)機(jī)會(huì)，及時(shí)搶占市場(chǎng)份額，取得葡萄酒市場(chǎng)的絕對(duì)主導(dǎo)權(quán)，迎接國(guó)內(nèi)外各行業(yè)葡萄酒的嚴(yán)峻挑戰(zhàn)。并且結(jié)合公司營(yíng)銷管理現(xiàn)狀及其外部的市場(chǎng)研究，推廣出一套適合本公司完善的營(yíng)銷策略，包括商品、價(jià)格、市場(chǎng)、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(guò)對(duì)中國(guó)葡萄酒市場(chǎng)行情的分析評(píng)估，同時(shí)，權(quán)衡各方面利弊，制定了適合星利佳釀公司相關(guān)營(yíng)銷策略。這些策略從多方面、多角度為公司的營(yíng)銷管理起到指導(dǎo)作用，，策略的有效實(shí)施對(duì)市場(chǎng)占有率的提升有至關(guān)重要的作用，提高公司品牌的知名度，提高企業(yè)利潤(rùn)，為公司壯大發(fā)展打下夯實(shí)的基礎(chǔ)。
[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(xué)位授予單位】：石河子大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.82

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