我国智能酒柜行业市场分析与推广策略研究
发布时间：2019-04-23 20:28
【摘要】：酒柜行业作为葡萄酒行业的伴生行业,是葡萄酒储存行业的一个分支,近年来,随着葡萄酒行业在中国的高速发展,红酒柜得到了更多的关注与普及,开始向产业化、专业化方向发展起来。传统意义上,酒柜是用于葡萄酒展示和储存的柜子,本研究所定义的智能酒柜为基于物联网环境下的智能型酒柜,本文的研究以侍酒师?智能酒柜具体为例。从市场营销学出发,微观上,运用了STP理论、4P理论等理论系统,对智能酒柜的市场细分、市场定位等进行了分析,宏观上,采用了PEST模型,对酒柜产业的宏观环境进行了分析。对该环境下智能酒柜如何高效推广和健康发展进行分析、总结,有针对性的提炼有效的推广策略,为智能酒柜行业更好的发展提供参考。通过本研究,深入分析了智能酒柜行业市场现状,对智能酒柜市场进行了细分和选择定位,并针对不同的目标市场提出了相应的营销策略,同时,得出了以下结论:(1)我国酒柜行业正处于高速发展期,智能酒柜作为酒柜行业的一支才刚刚起步,具有很大的发展潜力和市场空间;(2)影响我国酒柜行业发展的最大阻力是葡萄酒文化。酒柜作为一个非刚性需求而且具有高针对性的家电目前市场基础还很薄弱,离全面普及还有很长的一段路要走;(3)整个酒柜行业普遍存在的最大的问题是品牌意识薄弱,很多酒柜企业盲目的陷入恶性价格战。基于本研究成果及结论,本文提出了“酒柜企业应当跟葡萄酒商一样,共同承担起葡萄酒文化知识普及、推广的使命,只有共同将葡萄酒市场发展好了,作为后市场的酒柜行业才能真正的发展起来”的希望,并提出了帮助我国酒柜行业长远发展的3点建议:(1)品牌专业化;(2)产品个性化;(3)模式多元化。
[Abstract]:Wine cabinet industry, as an associated industry of wine industry, is a branch of wine storage industry. In recent years, with the rapid development of wine industry in China, red wine cabinet has gained more attention and popularization, and began to industrialization. The direction of specialization has developed. Traditionally, wine cabinets are used for wine display and storage. The intelligent wine cabinets defined in this study are intelligent wine cabinets based on the Internet of things. Intelligent wine cabinet for example. From the marketing theory, microcosmic, the STP theory, 4p theory and other theoretical systems are used to analyze the market segmentation and market positioning of intelligent liquor cabinets. At the macro level, the PEST model is adopted. The macro environment of liquor cabinet industry was analyzed. This paper analyzes the efficient promotion and healthy development of intelligent liquor cabinets under this environment, summarizes the relevant and effective promotion strategies, and provides reference for the better development of intelligent liquor cabinets industry. Through this research, the market status of intelligent liquor cabinet industry is deeply analyzed, the smart liquor cabinet market is subdivided and selected, and the corresponding marketing strategies are put forward for different target markets. At the same time, The following conclusions are drawn: (1) the wine cabinet industry in China is in a period of high-speed development, intelligent liquor cabinet as a wine cabinet industry has just started, has a great potential for development and market space; (2) the biggest resistance to the development of wine cabinet industry in China is wine culture. Wine cabinet as a non-rigid demand and high-targeted home appliances market foundation is still very weak, there is still a long way to go to popularize all-round; (3) the biggest problem in the whole liquor cabinet industry is that the brand consciousness is weak, and many liquor cabinets are blindly caught in the vicious price war. Based on the results and conclusions of this study, this paper puts forward that "wine cabinet enterprises should, like wine merchants, jointly undertake the mission of popularizing and popularizing wine culture knowledge, and only jointly develop the wine market well." As a post-market wine cabinet industry can really develop "hope, and put forward to help our wine cabinet industry long-term development of 3 suggestions: (1) brand specialization; (2) individuation of products and (3) diversification of models.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.8
，
本文编号：2463772
[Abstract]:Wine cabinet industry, as an associated industry of wine industry, is a branch of wine storage industry. In recent years, with the rapid development of wine industry in China, red wine cabinet has gained more attention and popularization, and began to industrialization. The direction of specialization has developed. Traditionally, wine cabinets are used for wine display and storage. The intelligent wine cabinets defined in this study are intelligent wine cabinets based on the Internet of things. Intelligent wine cabinet for example. From the marketing theory, microcosmic, the STP theory, 4p theory and other theoretical systems are used to analyze the market segmentation and market positioning of intelligent liquor cabinets. At the macro level, the PEST model is adopted. The macro environment of liquor cabinet industry was analyzed. This paper analyzes the efficient promotion and healthy development of intelligent liquor cabinets under this environment, summarizes the relevant and effective promotion strategies, and provides reference for the better development of intelligent liquor cabinets industry. Through this research, the market status of intelligent liquor cabinet industry is deeply analyzed, the smart liquor cabinet market is subdivided and selected, and the corresponding marketing strategies are put forward for different target markets. At the same time, The following conclusions are drawn: (1) the wine cabinet industry in China is in a period of high-speed development, intelligent liquor cabinet as a wine cabinet industry has just started, has a great potential for development and market space; (2) the biggest resistance to the development of wine cabinet industry in China is wine culture. Wine cabinet as a non-rigid demand and high-targeted home appliances market foundation is still very weak, there is still a long way to go to popularize all-round; (3) the biggest problem in the whole liquor cabinet industry is that the brand consciousness is weak, and many liquor cabinets are blindly caught in the vicious price war. Based on the results and conclusions of this study, this paper puts forward that "wine cabinet enterprises should, like wine merchants, jointly undertake the mission of popularizing and popularizing wine culture knowledge, and only jointly develop the wine market well." As a post-market wine cabinet industry can really develop "hope, and put forward to help our wine cabinet industry long-term development of 3 suggestions: (1) brand specialization; (2) individuation of products and (3) diversification of models.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.8
，
本文编号：2463772
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