我国葡萄酒市场分析及B公司营销策略研究

发布时间：2018-07-29 21:15

【摘要】：葡萄酒作为世界知名的酒类饮品，拥有上千年的酿造历史，，我国生产葡萄酒的历史开始于1892年，经过一个多世纪的发展演变，中国出现了众多葡萄酒生产商，中国也成为世界上最大、最具潜力的葡萄酒消费市场。改革开放之后，我国葡萄酒市场发生了翻天覆地的变化，葡萄酒生产方式的规模化发展、行业营销模式的转变、众多进口葡萄酒品牌纷纷进军中国市场等等这些，都给中国葡萄酒市场带来前所未有的机遇和挑战。为了加快我国葡萄酒生产商的发展、充分利用企业自身优势、整合营销模式、提高品牌占有率、促进我国葡萄酒行业健康快速发展，有必要对我国葡萄酒市场现有的状况进行分析研究，以B公司为例，进行营销策略的整合，从而提高我国葡萄酒企业的市场竞争力，促进我国葡萄酒市场稳定快速的发展。 B公司是我国早期从事葡萄酒生产及销售的大型企业，是我国葡萄酒生产商的典型代表。本文介绍了研究我国葡萄酒市场的研究目的、意义和主要研究内容，以B公司为代表，通过对市场细分及微细分、竞争定位、认知价值理论的分析，对传统和新兴葡萄酒生产国行业状况的分析，以及对我国葡萄酒行业的市场分析，对葡萄酒消费者需求动机和消费心理和行为的研究分析，对B公司的SWOT分析，以及对国内及国外行业竞争的分析，对B公司的目标市场选择、市场定位、发展战略进行了研究，同时对B公司的营销策略进行了优化，为我国葡萄酒企业的未来发展战略的制定提供了理论依据。
[Abstract]:As a world-famous wine drink, wine has a history of more than 1000 years. The history of wine production in China began in 1892. After more than a century of development and evolution, there are many wine producers in China. China has also become the largest and most potential wine market in the world. After the reform and opening up, the wine market of our country has undergone earth-shaking changes, the large-scale development of wine production mode, the transformation of industry marketing mode, many imported wine brands have entered the Chinese market, and so on. Both bring unprecedented opportunities and challenges to the Chinese wine market. In order to speed up the development of Chinese wine producers, make full use of their own advantages, integrate marketing model, increase brand share, promote the healthy and rapid development of the wine industry in China. It is necessary to analyze and study the existing situation of the wine market in our country, take Company B as an example, carry on the integration of the marketing strategy, so as to improve the market competitiveness of the wine enterprises in our country. To promote the stable and rapid development of the wine market in China, Company B is a large enterprise engaged in wine production and sale in the early period of our country, and is a typical representative of the wine producers in our country. This paper introduces the research purpose, significance and main research contents of the wine market in China. Taking B Company as the representative, this paper analyzes the market segmentation and fine division, competitive positioning and cognitive value theory. This paper analyzes the situation of traditional and emerging wine producing countries, the market of wine industry in China, the demand motivation and consumer psychology and behavior of wine consumers, and the SWOT analysis of B Company. It also analyzes the competition of domestic and foreign industries, studies the target market selection, market positioning and development strategy of B Company, and optimizes the marketing strategy of B Company. It provides a theoretical basis for the future development strategy of Chinese wine enterprises.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F274

【共引文献】