A庄园葡萄酒营销策略研究

发布时间：2018-01-06 00:00

本文关键词：A庄园葡萄酒营销策略研究　出处：《东北农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着国际交往的频繁和健康理念的深入人心,葡萄酒消费受到了越来越多人们的喜爱,中国的葡萄酒市场也获到了快速发展的机遇。然而,2012年之后国内消费形势发生变化,葡萄酒行业也随之调整。葡萄酒行业必须进行产品升级和创新,并转变营销模式,中国葡萄酒市场才能迎来新一轮发展的契机。A庄园葡萄酒有限公司是一家中等规模的葡萄酒酒庄,公司伴随行业发展而得到快速发展,销售收入快速提升。公司2009年的销售收入首次突破6亿元,并于2011年达到历史峰值。随后葡萄酒行业经历了行业的冬天,公司的销售收入一直徘徊不动。公司的销售遇到了瓶颈,营销策略亟需调整,需要认真思考,寻找出解决方法。本文的逻辑主线是:A庄园葡萄酒公司情况介绍——公司营销环境分析——公司市场目标确定和定位分析——公司营销策略中存在的问题及对策分析——制定营销策略实施的保障。本文以市场营销理论为基础,采用文献归纳法、理论分析法和案例分析研究法等进行研究。本文对国内外营销及葡萄酒营销理论进行归纳总结,对A庄园葡萄酒公司现行的营销策略的实施情况进行分析,收集大量资料。通过运用4PS营销策略和体验营销策略理论对公司的营销策略进行了优化。在产品方面,公司应加大品牌推广宣传的力度,突出产品的高质和高贵特性,逐渐形成消费者的忠诚,并精准把握客户需求,开发新产品。在定价方面,公司应该降低消费门槛,挖掘潜在客户。在渠道方面,公司应该深度开发本地周边及省内市场,提高品牌影响力,有效控制渠道收缩的风险;加大对加盟商的支持力度,加快加盟商营销网络布局;重点整合藏酒中心和高尔夫渠道资源,更好服务客户。在促销方面,公司应紧跟营销工具的变化,完善新媒体宣传渠道,并将其影响力发挥到最大。体验营销是一种全方位的消费感受,在开发时尚消费群体市场时应当着重使用。最后对A庄园葡萄酒公司营销策略的实施,提出了四点保障建议。一是通过与大专院校进行合作,培养公司自己的葡萄酒专业人才,进行积极的人才储备保障。二是注重企业文化和营销理念的结合,形成营销团队的良好氛围。三是形成有激励作用的薪酬制度。四是在公司内部形成全员营销的氛围。
[Abstract]:With the frequent international communication and the deep popularity of the concept of health, wine consumption has been more and more popular, and the wine market in China has also got the opportunity of rapid development. Since 2012, the domestic consumption situation has changed and the wine industry has been adjusted. The wine industry must upgrade and innovate its products and change its marketing model. Chinese wine market can ushered in a new round of development opportunities .A manor wine Co., Ltd. is a medium-sized wine winery, the company has been rapid development with the development of the industry. Sales revenue rose rapidly. In 2009, the company's sales revenue exceeded 600 million yuan for the first time, and reached a historical peak in 2011. Then the wine industry experienced the winter of the industry. The company's sales revenue has been hovering around. The company's sales encountered a bottleneck, marketing strategy needs to be adjusted, need to seriously consider. The main logic of this paper is:. Introduction to A Estate Wine Company-Analysis of the Company's Marketing Environment-determination of the Company's Market objective and Analysis of its orientation-problems and Countermeasures in the Company's Marketing Strategy: the guarantee of the implementation of the Marketing Strategy. This paper is based on marketing theory. Literature induction, theoretical analysis and case study are used to study. This paper summarizes the domestic and foreign marketing and wine marketing theory. The implementation of the current marketing strategy of A Estate Wine Company is analyzed. Through the use of 4PS marketing strategy and experience marketing strategy theory to optimize the company's marketing strategy. In terms of products, the company should increase the strength of brand promotion. Highlight the high quality and noble characteristics of products, gradually form consumer loyalty, and accurately grasp customer needs, develop new products. In pricing, the company should lower the threshold of consumption, mining potential customers. The company should deeply develop the local peripheral and provincial markets, improve brand influence, and effectively control the risk of channel contraction; To increase the support for franchisees and accelerate the distribution of marketing networks of franchisees; Focus on the integration of wine center and golf channel resources, better service to customers. In terms of promotion, the company should closely follow the changes in marketing tools, improve the new media publicity channels. Experience marketing is a kind of omnidirectional consumption feeling, which should be used emphatically when developing the fashion consumer group market. Finally, the implementation of marketing strategy of A manor wine company. Put forward four security suggestions. First, through cooperation with universities and colleges, train their own wine professionals, carry out positive talent reserve security; second, pay attention to the combination of corporate culture and marketing ideas. The third is to form the incentive compensation system, and the fourth is to form the overall marketing atmosphere within the company.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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