“柏拉图”红酒长春市消费者购买影响因素研究

发布时间：2018-06-08 20:01

本文选题：红酒 + 市场营销　；参考：《吉林财经大学》2017年硕士论文

【摘要】：随着中国加入世界贸易组织以来,对进口红酒的关税一降再降,尤其对于智利.澳大利亚等国家的进口关税降至为零,大量进口红酒流入中国市场。根据2015年的红酒报告显示,中国人均红酒消费为0.7L,以一线城市购买红酒占比较大。随着网络销售的发展,红酒的价格已接近透明化,红酒销售面对巨大的挑战。在红酒市场流传着这样一句话“全球市场看中国,中国市场看二三线城市,由此可见,二三线城市红酒市场已成为销售红酒的发展方向。本文以“柏拉图”红酒在长春地区的销售情况进行分析,发现“柏拉图”红酒在长春地区销售存在一些问题,一是红酒品牌同质化,不能再同类型同价位的红酒中有独特的品牌定位;二是销售渠道过于单一,没有满足消费者的购买需求;三是红酒价格制定不能与本地消费者购买力相匹配;四是关于“柏拉图”品牌红酒的市场调查还不够充分,不全面了解本地市场需求。本文比对国内外本行业相关理论成果,以市场营销理论和消费者购买因素理论为理论支撑,利用定性访谈和问卷调查等方式进行调研,并对调研结果进行分析,针对以上问题提出改进营销方案,一是完善“柏拉图”红酒品牌定位,采取亲民、高性价比来定义该品牌,二是结合本地消费者购买力制定有差别的红酒销售单价,三是针对目标顾客需求增加红酒销售渠道,四是开展红酒品鉴会和红酒知识相关培训等活动,增强消费者对该品牌红酒的认知和消费感受,以增加销量,提升企业获利能力。
[Abstract]:With China's accession to the World Trade Organization, tariffs on imported wine have fallen again and again, especially in Chile. Import duties have fallen to zero for countries such as Australia, with large imports of red wine flowing into the Chinese market. According to the 2015 red wine report, China's per capita consumption of red wine is 0.7 L, with first-tier cities accounting for the largest proportion. With the development of online sales, the price of red wine is close to transparency, red wine sales face enormous challenges. In the red wine market, there is such a saying: "the global market looks at China, the Chinese market looks at the second and third tier cities, so it can be seen that the second and third tier city wine market has become the development direction of selling red wine." Based on the analysis of "Plato" red wine sales in Changchun area, the author finds that there are some problems in the sale of "Plato" red wine in Changchun, one is the homogeneity of red wine brand. There is no longer a unique brand positioning in the same type of wine with the same price; second, the sales channel is too single to meet the purchase demand of consumers; third, the price of red wine can not match with the purchasing power of local consumers; Fourth, the market research on Plato brand wine is not enough to understand the local market demand. Based on the theory of marketing theory and consumer purchase factor theory, this paper compares the relevant theoretical results of domestic and foreign industries, and makes use of qualitative interviews and questionnaire surveys to carry out research, and analyzes the results of the survey. Aiming at the above problems, the paper puts forward the improvement marketing scheme. One is to perfect the positioning of "Plato" red wine brand, and the other is to define the brand with good performance and price, and to combine the purchasing power of local consumers to make the different unit price of red wine sales. The third is to increase the sales channels of red wine according to the demand of target customers, and the fourth is to carry out wine tasting sessions and red wine knowledge related training activities to enhance consumers' cognition and consumption feelings of the brand wine, in order to increase sales volume and enhance the profitability of enterprises.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F752.61;F713.55

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