戎子葡萄酒营销策略研究

发布时间：2018-01-03 18:13

本文关键词：戎子葡萄酒营销策略研究　出处：《兰州交通大学》2014年硕士论文　论文类型：学位论文

更多相关文章： 戎子葡萄酒 营销 SWOT分析 4Ps理论

【摘要】：葡萄酒在我国历史悠久,从西汉时从西域引进,到清朝时葡萄酒的衰败,直至20世纪80年代,葡萄酒才逐渐在我国有了较快的发展,经过近30年的发展,我国已成为第五大葡萄酒消费国。虽然目前,白酒和啤酒还是酒类消费的主流,但葡萄酒的消费比重逐年上升却是不争的事实,我国目前葡萄酒人均消费仅为世界平均水平的四分之一,随着人们消费理念的改变,未来我国葡萄酒的销量将会大幅增长,在这种大环境下,国内许多葡萄酒生产企业,纷纷建基地,扩大产能,甚至一度出现了哄抢原料的情况,再加上国外许多国家的葡萄酒消费市场已经饱和,继而将葡萄酒出口中国,使本来就竞争激烈的葡萄酒市场竞争更趋激烈。本文研究戎子酒庄在激烈的市场竞争环境下,如何制定更加有效的营销策略,以扩大销量,增加知名度,提升自身品牌的山西葡萄酒消费市场乃至国内市场的竞争能力。论文运用现代市场营销理论,对戎子酒庄现阶段的内、外部营销环境进行了分析。通过研究发现虽然融资葡萄酒具有一定品牌优势、坚持中、高端市场、自建销售网络是戎子坚持做自己的优势,但是,营销组织、营销队伍不健全也暴露出一些问题的存在制约市场,未来发展。运用SWOT分析法分析戎子葡萄酒发展的优势、劣势、机遇与挑战,虽然具有资源、区位、经济优势,但品牌宣传投入比较少,消费者不了解产品。人均消费葡萄酒量的不断增加是极好的机遇,未来的市场肯定是巨大的,但国际国内知名品牌的竞争、行业调整期的困扰会威胁酒庄的发展。最后,在上述分析的基础上,结合山西市场与酒庄的发展实际,制定了酒庄产品、价格、渠道、促销4Ps的营销策略组合,并为这些策略的顺利实施制定资金保障、人力资源保障和研发技术保障措施。
[Abstract]:Wine in China has a long history, from the introduction of the Western Han Dynasty from the Western region to the decline of wine in the Qing Dynasty, until 1980s, wine has gradually developed rapidly in China, after nearly 30 years of development. China has become the 5th largest wine consumer. Although liquor and beer are still the mainstream of wine consumption, it is an indisputable fact that the proportion of wine consumption increases year by year. At present, the per capita consumption of wine in China is only 1/4 of the world average level. With the change of people's consumption concept, the sales volume of Chinese wine will increase significantly in the future, in this kind of environment. Many domestic wine production enterprises have built bases to expand production capacity, even once the situation of looting raw materials, plus the wine consumption market in many foreign countries has been saturated. Then the wine will be exported to China, making the already fierce competition in the wine market more intense. This paper studies how to formulate more effective marketing strategy of Rong Zi winery in the fierce market competition environment. In order to expand sales, increase visibility, enhance their own brand of Shanxi wine consumption market and even the domestic market competitiveness. Through the analysis of external marketing environment, we found that although financing wine has certain brand advantages, adhere to the middle, high-end market, self-built sales network is Rong son adhere to do their own advantages, but, marketing organization. SWOT analysis is used to analyze the strengths, weaknesses, opportunities and challenges of the development of Rong Zi wine, although it has resources and location. Economic advantage, but brand publicity investment is relatively small, consumers do not understand the product. The per capita increase in wine consumption is an excellent opportunity, the future market will be huge, but the international and domestic well-known brands competition. Industry adjustment period will threaten the development of winery. Finally, on the basis of the above analysis, combined with the actual development of Shanxi market and winery, the winery products, prices, channels. Promotion 4Ps marketing strategy combination, and for the smooth implementation of these strategies to formulate financial security, human resources security and R & D technical security measures.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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