美嘉公司进口葡萄酒上海地区营销策略研究

发布时间：2018-01-08 09:30

本文关键词：美嘉公司进口葡萄酒上海地区营销策略研究　出处：《中南大学》2014年硕士论文　论文类型：学位论文

【摘要】：：在市场全球一体化的背景之下,不同的消费者对于产品的需求、购买动机、购买决策与购买行为都会有明显的差异,产品经营者很难用单用一种商品来满足所有消费者的需求,为了在市场竞争中占据优势地位,产品经营者往往需要选择适当的消费族群当作主要目标市场,进而科学规划市场管道,制定准确的营销策略。美嘉公司在进口葡萄酒的营销策略上面临了一系列的问题,作为美嘉公司的主要经营者,笔者希望借助调查分析的方式,讨论分析上海区域进口葡萄酒消费群体的购买特征,研究美嘉公司在上海市场进口葡萄酒营销中存在的问题,在此基础上,完成美嘉公司市场营销策略的制定,从而提高消费者对美嘉公司进口葡萄酒系列产品的认知度,增强对渠道的控制力。具体而言,本文研究内容和成果有： (1)讨论分析了美嘉公司进口葡萄酒系列产品在上海市场的竞争环境,并针对美嘉公司进口葡萄酒每个细分市场的不同需求,合理配置不同产品,解决产品分销不均的问题； (2)根据4P市场营销理论,为美嘉公司制定符合每个细分市场定位的市场营销方式,为提高消费者对美嘉公司进口葡萄酒系列产品的认知度,增强其营销管道的控制力提供了保障措施。本文的研究成果不仅对美嘉公司的市场经营具有较强的指引,对于其它葡萄酒企业制定营销策略也同样具有一定的借鉴意义。同时本文研究成果对优化我国葡萄酒企业营销体系的构建,促进我国葡萄酒从业公司健康可持续发展起到重要参考。
[Abstract]:Under the background of global market integration, different consumers for the product demand, purchase motivation, purchase decision and purchase behavior will have obvious differences, it is difficult to use a single product operator with a product to meet the needs of all consumers, in order to occupy the dominant position in the market competition, product managers often need to select the appropriate consumer groups as the main target market, and scientific planning and market access, making accurate marketing strategy. Our company is facing a series of problems in the import Wine marketing strategy, as the main operator of beauty company, I hope that through investigation and analysis, discuss and analyze the characteristics of Shanghai regional Wine buy imported consumer groups. Study the existence of meiga import market in Shanghai Wine marketing problems, on this basis, to complete our company marketing strategy The formulation, so as to improve consumer awareness of our company imported Wine series products, enhance the control of the channel. Specifically, the research content and results are:
(1) discusses the competition environment meiga imported Wine series products in the Shanghai market, and the demand for different meiga import Wine each segment of the market, the rational allocation of different products, solve the problem of uneven distribution of products;
(2) according to the 4P theory of marketing, in line with the development of each market segment positioning marketing for Mika company, to improve consumer awareness of our company imported Wine series products, enhance the control of their marketing channels provided protection measures.
The results of this study not only for our company's market operation has strong guidance, also has certain reference significance for other Wine enterprises to develop marketing strategies. At the same time, this paper researches on the construction of marketing system optimization Wine enterprises in China, promoting China's Wine business healthy and sustainable development plays an important reference.

【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.82;F274

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