JYY酒庄营销策略研究

发布时间：2018-04-12 06:39

本文选题：葡萄酒营销 + 营销组合　；参考：《西安建筑科技大学》2013年硕士论文

【摘要】：随着我国国民经济的较快发展长和消费者可支配收入的稳步增加，促使国内消费者的消费结构和消费水平不断升级。这样的大环境为葡萄酒在国内的流行创造了良好的先决条件。国内的葡萄酒消费连年快速增长，市场规模不断扩大。各大葡萄酒厂商在这样的经济环境中，不断的优化产品结构，进行产品升级，以适应不断变化的消费者的需求。作为国产葡萄酒厂商的后起之秀，JYY酒庄从建厂之初就坚持了高标准、高定位的经营理念，牢牢把握市场发展的趋势。经过十几年的发展，JYY酒庄目前已发展成为国内第一流的酒庄，产品知名度迅速提升，市场份额不断扩大，在市场竞争中脱颖而出。本文在经典的营销理论和战略理论的指导下，通过阅读大量的文献，对葡萄酒宏观环境、行业特征和经营环境进行深入了解并做了总结。运用迈克尔波特的五力模型阐明了葡萄酒行业的竞争结构，应用SWOT模型进行了分析，最终为JYY酒庄的制定了战略发展方向。通过查阅人口统计数据等相关资料，将整个葡萄酒市场按照消费者收入进行细分，并且为JYY酒庄确定了目标市场和市场定位。通过市场调查以及同渠道商和最终消费者的深入交流，了解JYY酒庄目前的营销工作中存在的问题，进而提出营销策略的优化设计方案和保障措施。本文为JYY酒庄在经营过程中更好地满足市场需求，建立差异化的竞争优势并在竞争中取胜提出一系列合理化的建议，对JYY酒庄的营销活动有一定的指导意义，，对行业内其他葡萄酒生产企业也具有一定的参考价值。
[Abstract]:With the rapid development of China's national economy and the steady increase of consumer disposable income, the consumption structure and consumption level of domestic consumers are constantly upgraded.Such an environment creates a good prerequisite for the popularity of wine in the country.The domestic wine consumption increases rapidly year after year, the market scale expands unceasingly.In such an economic environment, wine producers constantly optimize their product structure and upgrade their products to meet the changing needs of consumers.JYY Winery, a rising star of domestic wine manufacturers, has adhered to the high standard and high positioning management concept from the beginning of the establishment of the factory and firmly grasped the trend of market development.After more than ten years of development, JYY winery has developed into a first-class winery in China, with rapid promotion of product popularity and constant expansion of market share, which stands out in the market competition.Under the guidance of the classical marketing theory and the strategic theory, this paper, through reading a lot of literature, makes a deep understanding and summary of the macro environment, industry characteristics and operating environment of wine.The competition structure of wine industry is explained by using Michael Porter's five-force model, and the SWOT model is applied to analyze the competition structure of wine industry. Finally, the strategic development direction of JYY winery is worked out.The whole wine market is subdivided according to the income of consumers by consulting the relevant data such as demographics, and the target market and market position are determined for JYY winery.Through the market investigation and the deep communication with the channel merchants and the final consumers, the problems existing in the current marketing work of the JYY winery are understood, and the optimization design scheme and the safeguard measures of the marketing strategy are put forward.This paper puts forward a series of rational suggestions for JYY winery to better meet the market demand in the course of operation, to establish the competitive advantage of differentiation and to win in the competition, which has certain guiding significance for the marketing activities of JYY winery.Other wine production enterprises in the industry also have a certain reference value.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F274

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