S公司在中国的市场细分及营销策略研究

发布时间：2018-01-28 11:29

本文关键词： 市场细分消费者行为理论消费动机购买决策行为　出处：《上海外国语大学》2013年硕士论文　论文类型：学位论文

【摘要】：在中国葡萄酒行业快速发展的进程中，潜在的巨大的葡萄酒消费市场，引来了众多竞争者，包括国内的本土葡萄酒企业和国际葡萄酒企业。各种葡萄酒品牌充斥着中国市场，繁多的葡萄酒产品令人眼花缭乱。S公司在竞争日趋激励的环境下，需要通过从葡萄酒零售渠道找到新突破。但是，目前S公司在零售渠道面临的问题是：对该渠道的掌控能力差；产品分销不均匀，即热销的产品资源有限，不足以支撑客户的需求而经常发生不能及时供货的现象，滞销的产品在市场上难推动，流通不畅。本文首先对中国葡萄酒行业现状和市场环境进行分析，同时对比了最主要的几个竞争对手的现状。得出结论是S公司虽然在公司规模、资金实力和产品结构上占优势，，但是在渠道的控制力上并没有胜过竞争对手。 S公司发现，中国目前的零售渠道已经不能简单地、一概而论地对待，必需对它进行市场细分。首先S公司结合消费者行为理论，对零售市场的终端消费者的人口统计特征、消费动机、购买决策行为进行调查分析。然后发现不同的消费群分布在对应的消费渠道中，于是S公司把整个零售渠道细分成6个细分市场：大卖场/大型超市、高端进口商品超市、葡萄酒专卖店、大型百货商场、便利店和电子商务平台。通过市场细分，S公司了解到不同细分市场具有不同特征，他们各自对于产品的需求和促销方式的接收度是各不相同的。因此，S公司结合4P和4C的市场营销理论，根据各个细分市场的特征，重新制定营销策略。针对每个细分市场的不同需求，合理配置不同产品，解决产品分销不均的问题；制定符合每个细分市场定位的促销方式，提高消费者对S公司产品的认知度，从而增强对渠道的控制力。最后以S公司与City Super集团合作的实际案例为例。首先介绍了City Super集团的背景以及在中国的发展方向，接着分析了最初不成功合作的原因，从而发现该渠道消费者的需求和购买行为，然后在市场细分的基础上，根据City Super所处的细分市场的特性制定营销策略。最后对比了市场细分前后的不同合作结果，得出在市场细分的基础上制定的营销策略是成功的。本文的研究成果对于其他葡萄酒企业进行市场细分和制定营销策略具有一定的借鉴意义，并且对中国其他产品的进口商在遇到类似问题时，也具有重要的参考价值。
[Abstract]:With the rapid development of China Wine industry process, a huge potential consumer market Wine, attracted a large number of competitors, including domestic enterprises and international enterprises. Wine Wine all Wine brand full range of products China market, Wine dazzling.S company in a competitive environment, the need to find a new breakthrough from the Wine retail channel. However, the current S companies in the retail channel is faced with the question: the channel control ability is poor; the product distribution is not uniform, which is selling products of limited resources, not enough to support the needs of customers and often not timely delivery, unsalable products in the market to promote circulation. Poor.
This paper firstly analyzed the China Wine industry situation and market environment, and compares the status of several major competitors. The conclusion is that although S company in the company size, financial strength and product structure advantage, but in the control channel is no better than competitors.
S found that Chinese current retail channels can't simply be generalized to treat, must subdivide the market. It first S company with the theory of consumer behavior, demographic characteristics, terminal consumers on the retail market of consumer motivation, purchase decision behavior was investigated and analyzed. Then find different consumer groups in the corresponding distribution consumer channels, so S the entire retail channel is subdivided into 6 segments: the hypermarket / supermarket, high-end imported goods supermarket, Wine stores, large department stores, convenience stores and e-commerce platform.
Through market segmentation, S companies understand that different market segments have different characteristics, their demand for promotions and receiving degrees are different. Therefore, S combined with 4P and 4C marketing theory, according to the characteristics of the various market segments, to make marketing strategies according to the different needs of each segment. The market, the rational allocation of different products, solve the problem of uneven distribution of products; in line with the development of each market segment positioning promotion way, enhances the consumer to S company product awareness, so as to strengthen the control of the channel.
The actual case in S company and City Super group as an example. Firstly introduces the background of Super group and City Chinese in the direction of development, and then analyze the reasons for initially successful cooperation, so that the consumer's demand and purchasing behavior, then based on market segmentation, according to the characteristics of City Super the market marketing strategy. Finally, the results of different cooperation market segments before and after contrast, come to develop on the basis of market segmentation and the marketing strategy is successful.
The research results in this paper can be a reference for other wine enterprises to make market segmentation and formulate marketing strategies, and also have important reference value for importers of other products in China when they encounter similar problems.

【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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