漳州吉马葡萄酒市场营销策略研究

发布时间：2017-12-31 16:42

本文关键词：漳州吉马葡萄酒市场营销策略研究　出处：《华侨大学》2013年硕士论文　论文类型：学位论文

【摘要】：目前，饮用葡萄酒的习惯尚未在我国广泛盛行，其市场仍然处于一个开拓及成长期。伴随着我国经济的快速发展，以及人民群众的生活水平的不断提高，尤其是达到小康水平家庭的数目快速增多，使得葡萄酒在我国消费市场的认同度迅速提升，并且，葡萄酒以其特有的保健因素受到更多消费者的认可、偏爱，因此，对于葡萄酒的消费量也随之不断增长。由此可见，葡萄酒在中国是个很有市场发展前景的行业。除了受到啤酒和白酒这两种传统酒类产品的挑战外，大量的国外葡萄酒品牌也正以惊人的速度涌入中国市场，同行业间的竞争也日趋白热化。本文以漳州吉马葡萄酒为背景，通过采集到的数据，利用SWOT分析法，4C理论和4P理论，分析漳州市场葡萄酒行业的营销策略，潜在的风险，存在的机会。用先进的营销理念提出完善优化的对策。建议漳州吉马葡萄酒公司在利用现有市场环境与集团自身的有利条件下，调整自身的营销方向，通过构建有效的快速反应机制、产品与需求的关联机制、长期的关系机制、盈利机制、定价机制、终端机制，根据消费者的需要来明确产品的定位和走向，以服务的姿态来面对消费者。积极的关注社会的变化，市场的变化，消费者需求的变化，，及时调整企业自身的营销策略；在品牌的发展上，要注意提升企业和品牌的知名度和美誉度。这样才能保证企业的可持续发展，消费者忠诚度的提高。
[Abstract]:At present, the habit of drinking Wine not widely popular in China, the market is still in a period of growth and development. With the rapid development of China's economy, and constantly improve the level of people's life, especially to the number of well-to-do level family rapid increase, the Wine increased rapidly, in the consumer market of our country the identity and Wine with its unique health factors is more recognized by consumers, therefore, consumption preference for Wine also increased. Thus, Wine is a promising market in China.
Apart from these two kinds of traditional beer and liquor liquor products challenge, a large number of foreign brands Wine is at an alarming rate into the Chinese market, industry competition is becoming increasingly intense. Based on the background of Zhangzhou djimma Wine, through the data collected by using SWOT analysis method, 4C theory and 4P theory Zhangzhou Wine industry market analysis, marketing strategy, potential risks, opportunities exist. To improve the optimization countermeasures with advanced marketing idea is put forward.
Zhangzhou Wine Gemma company in the use of favorable conditions for the existing market environment and the group itself, adjust the marketing direction of its own, through the construction of a rapid response mechanism effective, association mechanism and demand products, mechanism, long-term profit mechanism, pricing mechanism, terminal mechanism, to clarify the position and direction of the products according to the needs of consumers in order to service, attitude to face consumers. In a positive social concern, market changes, changes in consumer demand, timely adjustment of enterprise's marketing strategy; in brand development, and enterprises should pay attention to enhance brand awareness and reputation. So as to ensure the sustainable development of enterprises, enhance the consumer loyalty.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82

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