JF酒业苏北市场营销策略研究

发布时间：2018-01-13 10:43

本文关键词：JF酒业苏北市场营销策略研究　出处：《安徽大学》2013年硕士论文　论文类型：学位论文

更多相关文章： 葡萄酒 JF酒业 苏北市场 营销策略

【摘要】：中国经济的飞速增长,物质和文化生活越来越丰富。我国人们有了更多的精神和文化的享受需求,在饮食上不仅追求营养健康,更追求品位品质。加上葡萄酒的保健,美容养颜等宣传已经深入到了大众的思想观念之中,进口葡萄酒作为符合国人的这一消费趋势的产品,在中国葡萄酒市场如风换雨,得到了快速发展。另一方面国内消费者对进口葡萄酒了解的增加,葡萄酒专卖店、连锁酒行以及酒水电商等新兴销售渠道日益崛起,开始冲击以商业超市、酒楼等传统终端为主体的旧有格局。进口葡萄酒在中国展现出了惊人的爆发力,中国巨大的市场潜力将吸引越来越多的进口葡萄酒进入。在进口葡萄酒当中,除了五大名庄、CASTEL,美国星座,德国黑塔,智利桑雅等少数几个品牌外,为消费者普遍熟悉的品牌并不多,国人对进口葡萄酒的总体认知度不高。加之进口葡萄酒仍没有几个占据市场主导地位的领导性品牌,这使得未来进口葡萄酒行业呈现百花齐放的局面。本文首先对国内外相关的营销研究理论进行归纳总结,然后结合我国实际情况分析国外进口葡萄酒的政治、经济、文化环境,对葡萄酒国内外竞争状况进行总结,在此基础上,本文以CASTEL中国十大经销商为例,实证分析国外进口葡萄酒在中国的生存状态,对比国内葡萄酒企业在中国市场的竞争态势,最后通过需求和SWOT分析,找出了公司所存在的优势和劣势,确定了JF酒业苏北的目标市场,进而结合现代的市场营销理论,制定了JF酒业苏北产品策略、价格策略、渠道策略和促销策略等一系列市场营销策略。为进口葡萄酒企业,国内葡萄酒企业,以及进口葡萄酒运营商提供有价值的参考意见。本文的内容分为以下五个部分：第一章：绪论,主要介绍研究背景与意义,阐述国内外研究理论,在此基础上规划出本文的结构布局,并简述本文的研究创新与不足。第二章：相关理论阐述,国外主要的营销研究理论进行描述,为下文阐述营销的方案提供理论基础。第三章：现状分析,详细介绍了进口葡萄酒企业发展概况,JF酒业公司背景,以及JF酒业苏北营销品牌现状和存在问题。第四章：环境分析,宏观的从政治,法律,文化环境概述对葡萄酒企业的影响,阐述国内市场的竞争环境,以及葡萄酒的需求,通过以上,为JF酒业苏北市场SWOT分析打下基础。第五章：营销策略,在理论和有关案列分析的基础上,概括总结出本文的研究结论,并提出对JF酒业苏北区域市场进口葡萄酒营销的政策建议。本文的研究结论：通过国内外营销的相关理论,分析国内外葡萄酒企业,以及国内的进口酒水运营的现状,国内市场的竞争环境,政治,法律,文化,对葡萄酒企业的影响,总结出有关JF酒业进口葡萄酒在苏北市场的营销策略。本文的特色及创新在于：结合国内进口葡萄酒最成功的CASTEL运营模式,分析CASTEL国内十大经销商的运营产品,为中国的酒水运营商提供一些经验。同时结合JF酒业在苏北区域市场营销实际情况,为进口酒水运营商提供一些理论以及营销手段策略的选择。
[Abstract]:The rapid growth of Chinese economy , material and cultural life are more and more abundant . In our country people have more spiritual and cultural enjoyment demand , in the diet not only pursuit of nutrition and health , but also the quality of taste . On the other hand , the imported wine is a product which accords with the consumption trend of the Chinese people . In addition to the few brands such as the five major Zhuang , CASTEL , the United States , the German black tower , the Chilean mulberry and so on , the imported wine has not been widely known to the consumers . In addition , the imported wine has few leading brands which occupy the leading position of the market . This paper summarizes the domestic and foreign related marketing research theories , then summarizes the domestic and international competition situation in China by analyzing the political , economic and cultural environment of imported wines abroad . Based on this , the paper finds out the advantages and disadvantages of domestic wine enterprises in China . Finally , through the demand and SWOT analysis , this paper finds out the advantages and disadvantages of domestic wine enterprises in China . Finally , through the demand and SWOT analysis , the paper sets up a series of marketing strategies , such as the strategy , price strategy , channel strategy and promotion strategy of Jiangsu Province . Chapter 1 : Introduction , mainly introduces the research background and significance , expounds the research theory at home and abroad , on the basis of which the structure layout of this paper is planned , and the research innovation and deficiency of this paper are briefly described . In the second chapter , the theory of marketing research abroad is described , which provides the theoretical basis for the scheme of marketing . Chapter 3 : The present situation analysis , introduces the development situation of imported grape wine enterprises , the background of the company , and the present situation and problems of the marketing brand in Jiangsu Province . Chapter 4 : Environmental analysis , macro - wide influence on wine enterprises from political , legal and cultural environment , expounds the competition environment of domestic market , and the demand of wine , through the above , it lays a foundation for SWOT analysis of the market of Jiangsu Province . Chapter 5 : The marketing strategy , based on the analysis of the theory and the relevant case , summarizes the research conclusion of this paper , and puts forward the policy suggestion on the marketing of the imported wine in the Subei regional market of the distillery industry . The research conclusion : Through the relevant theories of marketing at home and abroad , the domestic and foreign wine enterprises , as well as the domestic market competition environment , politics , law and culture , the influence of domestic market competition environment , politics , law and culture on the wine enterprises are analyzed , and the marketing strategy of the imported wine in the North Jiangsu market is summarized . The characteristics and innovation of this paper are : combining the most successful CASTEL mode of operation of domestic imported wine , analyzing the operation products of Top 10 dealers in CASTEL , and providing some experience for China ' s Jiushui operators . At the same time , combining with the practical situation of marketing in the north of Jiangsu Province , this paper provides some theories and the choice of marketing means strategies for the imported liquor operators .

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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