华欧天诚公司华东地区葡萄酒营销创新策略研究

发布时间：2018-05-20 02:42

本文选题：葡萄酒 + 经销商　；参考：《吉林大学》2013年硕士论文

【摘要】：在当今市场竞争环境下，企业不但要面对传统的基于产品本身的竞争，还要通过营销手段的有效利用来获得市场竞争优势，传统的以产品为中心的竞争主要表现在成本领先战略、质量取胜等，而现代的营销策略竞争主要表现在广告、促销方面等。浙江华欧天诚进出口有限公司是一家专业进口罗马尼亚葡萄酒的贸易公司。本研究的逻辑思维为：华欧天诚公司背景介绍——华东地区营销内部环境分析——华东地区营销外部环境分析——消费者需求分析——目标市场分析——提出营销组合策略。本研究基于对现代市场营销理论的分析作为理论基础，分析了华欧天诚公司在开拓华东市场过程中存在的问题，提出有针对性的营销策略，，寻找到适合华欧天诚公司发展的营销模式，从而促进公司市场份额的扩展，实现华欧天诚公司在我国华东地区的可持续发展。本研究选取性别、年龄、收入、个性特征四个要素作为华欧天诚公司葡萄酒消费者市场细分的变量，细分为四个细分市场。基于“有选择的专业化策略”，从不同的市场细分角度出发，将华欧天诚华东地区葡萄酒目标市场定位为男士市场、女士市场、中青年市场、中高收入、高收入人群市场、时尚人群市场和职业白领消费市场。本研究将华欧天诚公司葡萄酒在华东地区的目标市场定位为提供值得信赖的出色产品、公平可信的价格、提供独特体验、定制服务、具有亲和力的沟通、提供便利的选择。在产品创新上，华欧天诚公司必须坚持重点开发中高档产品，稳步开发低档产品。华欧天诚公司比较适合于采取高价竞争策略，而不适合采取低价竞争策略，但是，华欧天诚公司必须防范市场上低价竞争对企业发展造成的冲击。金字塔形的渠道结构主要表现为：总经销商——二级经销商——三级批发商——零售商。华欧天诚公司在经销商的管理方面应主要从以下几个方面展开：市场运作管理、经销商的培训、经销商的区域管理。此外，消费领袖营销能够为企业带来可观的经济效益。
[Abstract]:In the current market competition environment, enterprises should not only face the traditional competition based on the product itself, but also obtain the market competitive advantage through the effective use of marketing means. The traditional product-centered competition is mainly manifested in cost leading strategy, quality winning and so on, while modern marketing strategy competition is mainly in advertising, promotion and so on. Zhejiang Huao Tiancheng Import and Export Co., Ltd. is a professional import of Romanian wine trading company. The logical thinking of this study is as follows: background introduction of Huabo Tiancheng Company-Analysis of internal marketing environment in East China-external environment analysis of marketing in East China-analysis of consumer demand-analysis of target market-putting forward marketing combination strategy. Based on the analysis of modern marketing theory, this study analyzes the problems existing in the process of developing East China market, and puts forward targeted marketing strategies. In order to promote the expansion of the company's market share and realize the sustainable development of Huo Tiancheng Company in East China, it is necessary to find a marketing model suitable for the development of Huao Tiancheng Co., Ltd. In this study, gender, age, income and personality characteristics were selected as the variables of wine consumer market segmentation of Huao Tiancheng Company, which was divided into four sub-markets. Based on the "selective specialization strategy" and from different market segments, the target market of wine in East China is positioned as the men's market, the women's market, the young and middle-aged market, the middle and high income group market. Fashion crowd market and professional white-collar consumer market. In this study, the target market of Huo Tian Cheng wine in East China is to provide reliable excellent products, fair and credible price, unique experience, customized service, friendly communication and convenient choice. In product innovation, the company must focus on the development of high-grade products, steady development of low-grade products. Huo Tiancheng Company is more suitable to adopt high price competition strategy than to adopt low price competition strategy. However, it must guard against the impact of low price competition on enterprise development in the market. The pyramid channel structure mainly shows as: total distributor-second-level distributor-3-level wholesaler-retailer. The management of dealers should be mainly carried out from the following aspects: market operation management, dealer training, regional management of dealers. In addition, consumer leader marketing can bring considerable economic benefits to enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

【参考文献】