张裕先锋国际酒庄江西实体店营销策略研究

发布时间：2018-06-28 00:00

本文选题：产品策略 + 价格策略　；参考：《江西财经大学》2017年硕士论文

【摘要】：随着中国经济的快速发展,人们的生活水平不断提高,越来越多的国人开始追求健康时尚的生活。红酒也开始逐渐进入人们的生活,成为健康时尚生活的必备品。因此更多的消费者了解了红酒文化,对红酒有了更深入的认识,红酒在中国的市场也越来越大。正因为看中了中国红酒消费市场,西方很多已经有深厚的红酒文化国家,例如美国、澳大利亚,依靠在资本、技术、品牌、营销等方面已经拥有娴熟的技术和经验,不断加大开发中国红酒市场,积极投入占领中国红酒市场的竞争当中,通过与中国红酒品牌合资、合资以及代理等方式获取市场份额。同时,国产的红酒品牌自然也想在红酒消费市场中占有一席之地,不断推出各种红酒品牌,举办各种促销活动,来抢占市场份额。然而在这快速发展过程中,也面临着很多问题,例如品牌战乱、酒庄酒产品品质良莠不齐等问题。张裕国际酒庄联盟品牌的推出,目的想彻底打破这一局面,在鱼龙混杂的红酒市场为消费者挑选出了真正的酒庄酒顶级品牌。本文主要研究张裕先锋国际酒庄江西实体店营销策略。主要运用了文献研究法、归纳总结法等研究方法。首先介绍了本文研究选题的背景和意义,国内外研究现状,本文的研究方法、内容和思路等内容,其次对张裕先锋国际酒庄联盟实体店的营销环境进行了分析分析,为下文张裕先锋国际酒庄联盟实体店的营销策略现状和问题分析提供背景信息。之后,笔者分析和总结了张裕先锋国际酒庄江西实体店的营销现状和问题分析,全面分析了张裕先锋国际酒庄江西实体店在产品和品牌、渠道、价格以及促销等方面营销现状和问题。为其市场营销策略提供有针对性的解决方案打下基础。随后笔者针对张裕先锋国际酒庄江西实体店市场营销策略问题进行优化,提出了针对性的策略,希望提出对其具有一定参考意义。随后笔者也提出了张裕先锋国际酒庄江西实体店营销策略实施保障。最后笔者对本文进行总结与展望。
[Abstract]:With the rapid development of Chinese economy and the improvement of people's living standard, more and more people begin to pursue healthy and fashionable life. Red wine also began to gradually enter people's lives, become a necessary part of healthy fashion life. Therefore, more consumers understand red wine culture, have a deeper understanding of red wine, red wine in China's market is also growing. Because of their interest in the Chinese wine consumption market, many western countries already have a profound wine culture, such as the United States and Australia. They have already acquired skilled skills and experience in capital, technology, brand, marketing, and so on. We will continue to expand the development of the Chinese wine market, actively participate in the competition to occupy the Chinese wine market, and gain market share through joint ventures, joint ventures and agency with Chinese wine brands. At the same time, domestic red wine brands naturally want to occupy a place in the red wine market, continue to launch various red wine brands, organize various promotional activities to seize market share. However, in this rapid development process, there are also many problems, such as brand wars, wine products quality and other issues. The launch of the Changyu international winery alliance brand, in order to completely break this situation, in the mixed red wine market for consumers to pick out the real top brands of wine. This article mainly studies Changyu Pioneer international winery Jiangxi physical store marketing strategy. Mainly used the literature research method, the induction summary method and so on research method. First of all, it introduces the background and significance of this research topic, the research situation at home and abroad, the research methods, contents and ideas of this paper, and then analyzes the marketing environment of Changyu Pioneer International Liquor Alliance. This paper provides background information for the marketing strategy and problem analysis of Changyu Pioneer International Winery Alliance. After that, the author analyzes and summarizes the marketing status and problems of Zhangyu Pioneer International Liquor, Jiangxi physical store, and comprehensively analyzes the products, brands and channels of Zhangyu Pioneer International Liquor. Price and sales promotion and other aspects of marketing status and problems. For its marketing strategy to provide targeted solutions to lay the foundation. Then the author optimizes the marketing strategy of Changyu Pioneer international winery Jiangxi physical store, and puts forward the targeted strategy, hoping that it will have some reference significance. Then I also put forward Changyu Pioneer international winery Jiangxi physical store marketing strategy implementation protection. Finally, the author summarizes and prospects this paper.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82

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