隨著社會(huì)的發(fā)展,各種相關(guān)數(shù)據(jù)顯示,葡萄酒行業(yè)其市場規(guī)模與容量逐年提升。在國家全面支持葡萄酒行業(yè)的發(fā)展,各項(xiàng)利好政策的實(shí)施以及巨大的市場體量亦表明了葡萄酒行業(yè)仍是朝陽行業(yè)。但隨著市場巨頭紛紛布局葡萄酒行業(yè),各大葡萄酒商家之間戰(zhàn)爭呈現(xiàn)白熱化�，F(xiàn)今,每年近千個(gè)的新品牌進(jìn)入葡萄酒行業(yè),在這樣激烈的競爭環(huán)境中,企業(yè)僅僅通過價(jià)格戰(zhàn)吸引消費(fèi)者顯然存在著諸多誤區(qū)并面臨無法進(jìn)行可持續(xù)的發(fā)展困境。此外,面對成千上萬的葡萄酒品牌,消費(fèi)者難以分辨孰優(yōu)孰劣從而加大了消費(fèi)者的決策難度。A酒莊致力于傳播自己的葡萄酒品牌,樹立自己的品牌形象,占領(lǐng)市場份額。根據(jù)自己的品牌定位,實(shí)施了一系列的營銷傳播策略,即使在產(chǎn)品,價(jià)格,渠道,品牌都很有優(yōu)勢的前提下,但仍然沒有達(dá)到預(yù)期的目標(biāo)。本文以A酒莊BEBENDOS藝術(shù)葡萄酒為研究對象,在參考相關(guān)文獻(xiàn)和資料的基礎(chǔ)上,首先通過調(diào)研找出導(dǎo)致A酒莊銷售業(yè)績不達(dá)標(biāo)的根本原因在于營銷傳播策略存在的問題。然后深入了解中國葡萄酒市場需求和發(fā)展趨勢以及競爭對手的情況,對A酒莊BEBENDOS品牌的品牌定位、營銷傳播現(xiàn)狀進(jìn)行深入的調(diào)研以及對A酒莊營銷傳播的現(xiàn)狀進(jìn)行分析,最后對A酒莊BEBENDOS...

【文章頁數(shù)】：74 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
Abstract
摘要
ChapterⅠ Introduction
    1.1 Research Background
    1.2 Research purpose and significance
    1.3 Research methods and research ideas
        1.3.1 Research methods
        1.3.2 Research ideas of the paper
ChapterⅡ Literature Review
    2.1 Brand positioning
        2.1.1 Research on Brand Positioning Theory
        2.1.2 The relationship between brand positioning and brand communication
    2.2 Integrated marketing communication
        2.2.1 Theoretical Research on Integrated Marketing Communication
        2.2.2 The development process of integrated marketing communication theory
        2.2.3 Influencing factors of marketing communication effect
        2.2.4 Channels of integrated marketing communication
    2.3 Literature research on wine in integrated marketing communication
Chapter Ⅲ Case Description
    3.1 Introduction of A Winery
        3.1.1 Background introduction of A Winery
        3.1.2 Product introduction of A Winery
        3.1.3 Introduction of the channels of A Winery's Entry into the Chinese Market
    3.2 The Dilemma and Challenges Faced by A Winery's BEBENDOS Art Wine Marketing
        3.2.1 Sales of BEBENDOS art wine in the past three years
        3.2.2 The Dilemma and Challenges Faced by A Winery's BEBENDOS Art Wine Marketing
Chapter Ⅳ Case analysis
    4.1 Demand and development trend of Chinese wine market
    4.2 Analysis of competitors
    4.3 Analysis of integrated marketing communication in A winery
        4.3.1 Brand positioning of BEBENDOS art wine
        4.3.2 Current status of the spread of BEBENDOS art wine
        4.3.3 Analysis of the current situation of the spread of BEBENDOS art wine
Chapter Ⅴ A winery BEBENDOS art wine STP analysis and integrated marketing communication strategy improvement
    5.1 A winery BEBENDOS art wine STP analysis
        5.1.1 Market Segmentation
        5.1.2 Market selection
        5.1.3 Market positioning
    5.2 Suggestions on integrated marketing communication strategies for A winery
        5.2.1 Clear communication audience plan
        5.2.2 Design plan for disseminating content
        5.2.3 The integration plan of advertising strategy
        5.2.4 The integration plan of personnel promotion
        5.2.5 Public Relations Integration Scheme
        5.2.6 The integration scheme of media selection and combination
    5.3 Measures to guarantee the integrated marketing communication of A winery
        5.3.1 Guarantee of talents
        5.3.2 Guarantee of performance mechanism
        5.3.3 Guarantee of organizational structure
Chapter Ⅵ Conclusion and Prospect
    6.1 Main research conclusions and recommendations
    6.2 Insufficient research
REFERENCE
Appendix



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