TH公司进口葡萄酒营销策略研究

发布时间：2018-03-26 13:08

本文选题：营销策略　切入点：营销渠道　出处：《东华大学》2017年硕士论文

【摘要】：近年来,随着我国下调葡萄酒的进口关税,促进了进口葡萄酒的大量引入,单从葡萄酒的瓶装酒来讲,2016年,进口量与2005年相比增加了近30倍。随着互联网的发展,电子商务也进入进口葡萄酒营销领域,进口葡萄酒的营销越来越多的增加了线上销售这一方式,这一方式也引导消费者改变进口葡萄酒的消费方式。TH公司是一家拥有独立自主进出口权的专业化葡萄酒运营企业。公司的进口葡萄酒营销主要电子商务营销方式为主,近两年来取得了一定的营销成效,但是,由于公司成立较晚,很多体系还不够成熟,在营销策略上还存在一些问题,公司面对国内市场对进口葡萄酒品牌意识不强、消费者对葡萄酒的认知度不高、消费者对网络购买进口葡萄酒的信任度低、在市场上的竞争力取决于葡萄酒的价格,这些因素都属于进口葡萄酒营销的外部环境,此外,公司的进口葡萄酒没有建立品牌优势,在销量上还没有进一步的提升,因此,这些都使得公司需要进行营销策略的改进。本人从2015年开始接触葡萄酒行业至今,对TH公司葡萄酒的营销具有一定的了解,并且有意向从事葡萄酒营销方面的工作,基于上述背景,本文以TH公司作为研究对象,对进口葡萄酒的营销策略进行研究,通过4Ps和4Cs理论的结合,制定了TH公司葡萄酒营销的策略,主要包括:打造在线信誉,赢得顾客信赖;关注顾客成本,提升价值感受;拓宽顾客范畴,创造“一站式”服务体验以及优化顾客关系,发展核心顾客群等;在此基础上通过层次分析法,本文从产品竞争力、销售活动能力、产品更新能力以及消费者对产品的信赖度四个方面建立指标体系,对TH公司进口葡萄酒营销策略的实施情况进行了分析,分析结果显示,该策略具有一定的合理性和可行性;在最后,为了保障TH公司进口葡萄酒营销策略的顺利实施,本文还从营销渠道管理,营销队伍建设与管理、营销策略实施的控制机制等方面提出了相应的保障对策建议。营销渠道管理包括维护渠道体系的稳定、多样化产品的供给以及针对性的开展业务培训等;营销队伍建设与管理包括培育企业特有的营销文化、对营销人员的素质进行培养与提升;最后是对营销策略的实施进行控制,对公司内部人员的管理制度进行规范、建立和强化信息管理网络机制、健全市场应对化机制等。本文制定了客观合理的营销策略,这些策略能够为TH公司的葡萄酒营销的可持续提升提供一定的借鉴。
[Abstract]:In recent years, with the reduction of import duties on wine in China, a large number of imported wines have been introduced. In terms of wine bottled wine alone, the import volume increased nearly 30 times in 2016 compared with 2005. With the development of the Internet, E-commerce has also entered the field of wine import marketing, and the marketing of imported wine has increased the online sales. This way also leads consumers to change the consumption mode of imported wine. Th Company is a professional wine operator with independent import and export rights. In the past two years, some marketing achievements have been achieved. However, due to the late establishment of the company, many systems are not mature enough, and there are still some problems in the marketing strategy. Faced with the domestic market, the company does not have a strong awareness of imported wine brands. Consumers' low recognition of wine, their low trust in buying imported wines on the Internet, and their competitiveness in the market depend on the price of wine. These factors all belong to the external environment for the marketing of imported wines, in addition, The company's imported wine has not established a brand advantage and has not yet further improved its sales volume, which has led to a need to improve its marketing strategy. I have been in touch with the wine industry since 2015. We have a certain understanding of wine marketing in th Company, and are interested in doing wine marketing work. Based on the above background, this paper takes th Company as the research object to study the marketing strategy of imported wine. Through the combination of 4Ps and 4Cs theory, the paper formulates the strategy of wine marketing of th company, which mainly includes: building online reputation, winning customer trust, paying attention to customer cost, enhancing value feeling, broadening customer category, Create a "one-stop" service experience, optimize customer relationships, develop core customer groups, etc. On this basis, through the Analytic hierarchy process, this paper from the product competitiveness, sales activities, The index system is set up in four aspects of product renewal ability and consumers' reliability. The implementation of th company's import wine marketing strategy is analyzed. The results show that the strategy is reasonable and feasible. Finally, in order to ensure the smooth implementation of th company's import wine marketing strategy, this paper also from the marketing channel management, marketing team construction and management, Marketing channel management includes maintaining the stability of the channel system, the supply of diversified products and the development of business training. The construction and management of marketing team includes cultivating the unique marketing culture of the enterprise, cultivating and improving the quality of the marketing personnel; finally, controlling the implementation of the marketing strategy and standardizing the management system of the company's internal personnel. Establishing and strengthening the network mechanism of information management, perfecting the mechanism of market response and so on. This paper formulates the objective and reasonable marketing strategy, which can provide some reference for the sustainable promotion of wine marketing of th company.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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