TP公司进口葡萄酒营销策略研究

发布时间：2018-01-15 06:01

本文关键词：TP公司进口葡萄酒营销策略研究　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：2009年,TP公司开始进口葡萄酒产业布局,取得一定的成绩。但是从2013年开始,TP公司在进口葡萄酒产业上频频折戟,找寻其营销策略中出现的问题并提出相应的解决方案迫在眉睫而又相当重要。通过文献研究发现,以往学者对进口葡萄酒营销策略的研究主要从宏观层面研究居多,脱离了上游的酒庄酒商,在问题的挖掘上缺乏研究的深度,导致设计的营销策略具有通用性,而缺乏实用性。而本文在TP公司的营销策略研究中更加具有针对性,注重营销策略的实用价值。本文主要从进口葡萄酒的发展趋势和TP公司的背景入手,根据近年来对TP公司进口葡萄酒的经营现状分析,借助营销组合理论设计维度挖掘总结营销策略的问题所在。运用PEST、波特五力、SWOT分析模型对TP公司进口葡萄酒的营销环境进行了分析,寻找TP公司进口葡萄酒的战略方向。应用STP理论工具,通过与上游和下游渠道商的访谈沟通,对TP公司和市场上原有的运营模式进行了研究,利用客户需求和差异化策略定位的分析,为TP公司进口葡萄酒产业进行重新定位,提出了 TP公司进口葡萄酒产业定位后新的运营模式。文章根据上述研究方法和研究内容,在营销战略的指导下,以4PS营销工具为主线,4CS和4RS的要素穿插互补作为辅助设计营销策略。依据消费者需求,从差异性产品选择和包装两个方向设计了 TP公司进口葡萄酒宽度,长度和深度的产品组合;从成本核算,消费者消费趋向,利润预估以及竞争对手定价策略考虑,采取快速渗透的定价策略,随行就市和成本加成定价方法为TP公司进口葡萄酒产品进行定价;结合进口葡萄酒的产品属性,在渠道设计和渠道管理上采取了上游端、下游端、线上线下既分工又合作的一体化渠道营销管理手法,既考虑了上下游的便利性,也考虑了沟通的重要性;在促销传播策略的营销手段和营销渠道中采用新媒体营销和传统营销协同作战的方式,最终促使消费行为的利益转换。TP公司进口葡萄酒营销策略在实践应用中初步取得了一定的成果,丰富了上游渠道资源,提高了库存利用率,提升了资金周转率,增加了客户的满意度,增强了 TP公司进口葡萄酒产业的市场竞争力。在TP公司进口葡萄酒营销策略的探讨研究中,运营模式的创新,跨界合作的新思路,有助于规范进口葡萄酒的市场竞争格局,有助于为中国进口葡萄酒市场寻找到新的方向,促进中国进口葡萄酒市场的健康稳定的发展,指引进口葡萄酒发展新方向,并为国内外酒庄酒商和学者研究中国进口葡萄酒的市场营销策略提供了一定的参考价值。
[Abstract]:In 2009, the company began to import wine industry layout, achieved certain results, but since 2013, the company began to import wine industry frequently halberd. It is urgent and important to find the problems in its marketing strategy and put forward the corresponding solutions. In the past, scholars mainly studied the import wine marketing strategy from the macro level, separated from the upstream winery winery, lack of research depth in the excavation of the problem, resulting in the design of marketing strategy has universal. But the lack of practicability. And this article in the TP company's marketing strategy research has more pertinence, pays attention to the marketing strategy practical value. This article mainly starts from the imported wine development tendency and the TP company background. According to the analysis of the current situation of the imported wine of TP Company in recent years, the problems of marketing strategy are summed up with the help of the dimension of marketing combination theory. SWOT analysis model analyzed the marketing environment of the imported wine of TP Company, and found the strategic direction of the imported wine of TP Company. The application of STP theory tools. Through interviews and communication with upstream and downstream channel vendors, the original operation mode of TP company and market is studied, and the analysis of customer demand and differentiation strategy positioning is made. This paper puts forward the new operation mode after TP company's import wine industry is positioned. According to the above research methods and research contents, under the guidance of marketing strategy. 4PS marketing tools as the main line of 4CS and 4RS elements as complementary design marketing strategy, according to consumer needs. The product combination of the width, length and depth of the imported wine of TP Company was designed from the different product selection and packaging. From the cost accounting, consumer consumption trends, profit estimates and competitors pricing strategy considerations, the adoption of rapid penetration pricing strategy. The pricing method of random market and cost addition is used to price the imported wine products of TP Company. Combined with the product attributes of imported wine, the channel design and channel management adopted the upstream end, downstream end, line and offline both division of labor and cooperation channel marketing management techniques, both considered the upstream and downstream convenience. The importance of communication is also considered; New media marketing and traditional marketing are used in the marketing means and channels of promotion and communication strategy. In the end, some achievements have been made in the practical application of the import wine marketing strategy of TP Company, which enriches the upstream channel resources and improves the stock utilization ratio. Improved the turnover of funds, increased customer satisfaction, enhanced the market competitiveness of the import wine industry of TP Company. In the study of marketing strategy of imported wine of TP Company, the innovation of operation mode. The new idea of cross-border cooperation is helpful to standardize the market competition pattern of imported wine, to find a new direction for Chinese wine import market, and to promote the healthy and stable development of China's imported wine market. It also provides reference value for domestic and foreign winery winemakers and scholars to study the marketing strategy of imported wine from China.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82;F752.61

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