星利佳酿葡萄酒营销策略研究

发布时间：2018-05-12 02:22

本文选题：葡萄酒 + 营销策略　；参考：《石河子大学》2014年硕士论文

【摘要】：随着全球多元化的相互渗透以及人民生活水平的日益提高，葡萄酒已成为大多中国人不可或缺的消费品。优质的进口葡萄酒更是倍受欢迎。中国高端葡萄酒市场供求不足，据中国海关不完全统计，2012年我国累计进口葡萄酒4.3亿升，同比上涨8.9%；进口葡萄酒平均价格为每升6美元，同比上涨8.5%。中国将成为世界葡萄酒消费大国之一，市场前景一片大好。而星利佳酿葡萄酒作为澳大利亚葡萄酒引进后，在中国建立代理机构，是一个集鉴赏、品尝、销售和储存为一体的会员制葡萄酒直销场所。为更好开拓星利佳酿葡萄酒在中国市场上的份额，本文通过对葡萄酒国内外行业市场的细致分析与研究，及时抓住公司所面临的机会与妥善化解来自其他企业的威胁，扬长避短，结合公司的自身情况选择正确的销售渠道，制定完善、有竞争优势的营销策略，使公司能够抓住市场所带来机会，及时抢占市场份额，取得葡萄酒市场的绝对主导权，迎接国内外各行业葡萄酒的严峻挑战。并且结合公司营销管理现状及其外部的市场研究，推广出一套适合本公司完善的营销策略，包括商品、价格、市场、行业拓展、商品的创新及具有影响力的知名品牌。本文通过对中国葡萄酒市场行情的分析评估，同时，权衡各方面利弊，制定了适合星利佳酿公司相关营销策略。这些策略从多方面、多角度为公司的营销管理起到指导作用，，策略的有效实施对市场占有率的提升有至关重要的作用，提高公司品牌的知名度，提高企业利润，为公司壮大发展打下夯实的基础。
[Abstract]:With the mutual penetration of global diversity and the rising living standards of the people, wine has become an indispensable consumer goods for most Chinese. High quality imported wine is very popular. China's high-end wine market is short of supply and demand. According to incomplete statistics from China's customs, China imported 430 million litres of wine in 2012, up 8.9 percent from the same period last year. The average price of imported wine is $6 per litre, up 8.5 percent from the same period last year. China will become one of the world's largest wine consumers, the market prospects are good. After being introduced as Australian wine, Starry Wine has established an agency in China. It is a member wine direct selling place which integrates appreciation, taste, sale and storage. In order to develop the market share of Starry wine in China, this paper analyzes and studies the domestic and foreign wine market in order to grasp the opportunity and resolve the threat from other enterprises. Take advantage of the advantages and avoid weaknesses, choose the correct sales channels according to the company's own situation, formulate a perfect and competitive marketing strategy, enable the company to seize the opportunities brought by the market and seize the market share in time, To obtain the absolute dominance of the wine market, to meet the severe challenges of domestic and foreign wine industry. Combined with the current situation of the company's marketing management and its external market research, we promote a set of perfect marketing strategies, including commodities, prices, market, industry expansion, commodity innovation and influential well-known brands. Based on the analysis and evaluation of the Chinese wine market, and weighing the advantages and disadvantages of various aspects, this paper formulates the relevant marketing strategies suitable for Starry Wine Company. These strategies play a guiding role in the marketing management of the company from many aspects and angles. The effective implementation of the strategy plays an important role in enhancing the market share, improving the brand awareness of the company, and increasing the profits of the company. For the company's growth and development lay a solid foundation.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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