法国波尔多葡萄酒出口营销的策略分析

发布时间：2018-01-11 08:14

本文关键词：法国波尔多葡萄酒出口营销的策略分析　出处：《辽宁大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来，中国大陆掀起了一阵葡萄酒热潮，关于葡萄酒的消费，投资和收藏成了大家关注的热点，因此，对于波尔多葡萄酒在国际市场上的营销策略和相应效果的研究很有价值。尤其是法国波尔多的葡萄酒更是声名远扬，波尔多作为传统的法国葡萄酒产区，具有悠远的葡萄酒文化，先进的葡萄酒酿造工艺，积累了独特而又领先的葡萄酒营销策略，这些营销策略既包括一些传统的营销方案和模式，又有一些与时俱进，因地制宜的新策略，这些不同的策略在不同方面为波尔多葡萄酒的世界推广显示出了良好的营销效果。我国作为一个大的新兴经济体，随着人们生活水平的不断提高，将会成为未来世界上最具潜力的葡萄酒市场。我国在葡萄酒贸易的发展方面，有许多得天独厚的优势，通过对波尔多葡萄酒世界营销策略的分析和研究，有助于我国着眼于自身条件，寻求适用于本国葡萄酒产业发展的道路，对于葡萄酒贸易及相关的商务活动具有重要的现实意义。本文大致分为六个部分，第一部分为绪论，，主要介绍了论文的研究目的和现实意义；第二部分总体概括了世界范围内葡萄酒营销的策略和影响各种策略制定的因素；第三部分主要介绍了法国波尔多出口发展的现状；第四部分集中分析了法国波尔多葡萄酒的多样化营销策略，既有传统的营销方法，又有一些与时俱进的创新营销模式；第五部分为波尔多葡萄酒出口营销的效果；第六部分总结了波尔多出口营销的经验和对我国葡萄酒贸易发展的启示。其中，第四部分和第五部分是论文研究的重点，法国波尔多这些成熟的葡萄酒营销策略和经验，对我国葡萄酒贸易发展具有很好的引导和借鉴作用。
[Abstract]:In recent years, the mainland of China has set off a wave of wine boom, the consumption of wine, investment and collection has become the focus of attention, so. The study of Bordeaux's marketing strategy and corresponding effect in the international market is very valuable, especially the French Bordeaux wine is famous, Bordeaux as a traditional French wine production area. With a distant wine culture, advanced wine brewing technology, accumulated unique and leading wine marketing strategy, these marketing strategies include some traditional marketing plans and models. There are also some new strategies that keep pace with the times and adapt to local conditions. These different strategies have shown good marketing results in different ways for the world promotion of Bordeaux wine. China, as a large emerging economy, with the continuous improvement of people's living standards, will become the world's most potential wine market. There are many unique advantages, through the analysis and research of Bordeaux wine world marketing strategy, it is helpful for our country to focus on its own conditions, to find a suitable way for the development of domestic wine industry. For wine trade and related business activities have important practical significance. This paper is divided into six parts, the first part is the introduction, mainly introduces the purpose and practical significance of the paper; The second part summarizes the strategies of wine marketing worldwide and the factors that affect the formulation of various strategies. The third part mainly introduces the current situation of French Bordeaux export development; Part 4th focuses on the analysis of French Bordeaux wine diversification marketing strategy, both traditional marketing methods, but also some innovative marketing mode with the times; 5th part of Bordeaux wine export marketing effect; Part 6th summarizes the experience of Bordeaux export marketing and the inspiration to the development of wine trade in China. Among them, part 4th and part 5th are the emphases of the thesis. These mature wine marketing strategies and experiences in Bordeaux, France, have a good guidance and reference for the development of wine trade in China.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82

【参考文献】