JK酒业进口葡萄酒连锁超市营销策略研究

发布时间：2018-09-03 14:19

【摘要】：我国葡萄酒消费需求的日益增长带动了我国葡萄酒市场的快速发展。在这种市场形势下,进口葡萄酒销售公司越来越多,JK酒业公司面临巨大压力,为实现公司营销目标,打造自身品牌,增强企业竞争力,公司进口葡萄酒连锁超最大限度利用自身资源,形成规模优势,抢占更多市场份额。本文将系统研究JK酒业公司进口葡萄酒连锁超市的营销策略,目的在于发现问题,解决问题,打造公司核心竞争力,实现公司快速、持续发展。主要研究过程与结论如下:首先,调查了JK酒业进口葡萄酒连锁超市的经营现状,提出了影响公司销售业绩的诸多问题,分析了问题原因,并运用SWOT方法对JK酒业公司做了优势与劣势、机会与威胁分析。其次,依据4Ps营销策略理论,从产品策略、价格策略、渠道策略以及促销策略四个方面提出了多个营销设计方案,确定JK酒业公司在中、低端目标市场的营销策略。最后,提出JK酒业公司进口葡萄酒连锁超市在实施营销策略中需要的保障措施:企业领导高度重视营销工作、采用先进科学的营销理念、建立合理完善的管理体制、重视营销人员的专业培训和企业文化及信息化建设等。
[Abstract]:The increasing demand for wine consumption in China has led to the rapid development of the wine market in China. Under this market situation, more and more imported wine sales companies are facing enormous pressure. In order to achieve the company's marketing objectives, create its own brand, enhance the competitiveness of enterprises, the company imports wine chain beyond the maximum limit. This paper will systematically study the marketing strategy of imported wine chain supermarket of JK Wine Company, aiming at finding out the problems, solving the problems, building the core competitiveness of the company, and realizing the rapid and sustainable development of the company. The operation status of imported wine chain supermarket is analyzed. The problems affecting the sales performance of the company are put forward. The reasons are analyzed. The advantages and disadvantages, opportunities and threats of JK wine company are analyzed by SWOT method. Secondly, according to 4Ps marketing strategy theory, product strategy, price strategy, channel strategy and promotion strategy are discussed. In the end, it puts forward the safeguard measures that JK winery import wine chain supermarket needs in implementing the marketing strategy: the enterprise leaders attach great importance to the marketing work, adopt advanced and scientific marketing concepts, and establish a reasonable and perfect management system. We should pay attention to professional training of marketing personnel, enterprise culture and information construction.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7;F274

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