湖南烟草进出口公司曼克根系列葡萄酒营销策略研究

发布时间：2018-10-31 09:30

【摘要】：中国烟草湖南进出口有限责任公司(简称“湖南烟草进出口公司”)于2012年开始代理澳洲Australian Vintage公司旗下曼克根(McGuigan)系列葡萄酒。要在激烈竞争的市场中顺利发展,就必须对葡萄酒市场进行分析研究,优化设计曼克根系列葡萄酒的营销策略。对曼克根系列葡萄酒营销策略的研究,始于对研究背景与意义的阐述和国内外研究成果的综述,为探寻本研究提供理论依据。进而通过PEST分析和实地与问卷调查获得相应市场数据,揭示曼克根葡萄酒面对的市场环境,总结概括了葡萄酒消费者的基本行为。在对湖南烟草进出口公司优劣势进行分析的基础上,依据不同消费者的偏好定位公司所代理产品的类型,细分曼克根葡萄酒营销的市场,以明确目标顾客,展开产品、价格、渠道、促销等营销组合策略的布局。在执行营销策略的过程中,采取分段稳步实施,根据不同地域采用不同策略,配备合理的营销队伍及组织机构,并依托行业特点获取各渠道经销商的全面支持,以保障营销组合策略的顺利实施和企业营销战略的达成。
[Abstract]:China Tobacco Hunan Import and Export Co., Ltd. (Hunan Tobacco Import and Export Corporation) began acting in 2012, Australian Vintage Australia's Man Ke root (McGuigan) series wine. In order to develop smoothly in the fierce competition market, it is necessary to analyze and study the wine market and optimize the marketing strategy of Man Ke root series wine. The research on the marketing strategy of Mancgan series wine begins with the elaboration of the background and significance of the research and the summary of the domestic and foreign research results, which provides a theoretical basis for the exploration of this study. Then through PEST analysis and field and questionnaire survey to obtain the corresponding market data to reveal the market environment of Mancgan wine and summarize the basic behavior of wine consumers. On the basis of analyzing the advantages and disadvantages of Hunan Tobacco Import and Export Corporation, and according to the preference of different consumers, the market of Man Ke root wine marketing is subdivided to make clear the target customers, launch the products and prices. The distribution of marketing combination strategy such as channel, promotion and so on. In the process of carrying out the marketing strategy, we should implement it step by step, adopt different strategies according to different regions, equip with reasonable marketing team and organization, and rely on the characteristics of the industry to obtain the overall support of all channels and distributors. In order to ensure the smooth implementation of marketing mix strategy and enterprise marketing strategy.
【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】：F426.82;F274

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