汕头市PWH酒业有限公司营销策略研究

发布时间：2018-04-25 16:58

本文选题：进口葡萄酒 + 营销策略　；参考：《西南交通大学》2017年硕士论文

【摘要】：随着我国人民生活水平的提高,人们对健康养生和美容等方面信息的关注,葡萄酒的消费逐年递增,市场对葡萄酒的需求越发多样化、精细化。当前,受到国内市场葡萄酒的品质参差不齐,供应环节多,价格虚高,服务意识弱等情况的影响,越来越多的消费者选择境外代购或海淘优质进口葡萄酒。因此,提升酒品品质、价格回归价值,以及提高服务水平就成为葡萄酒消费行业的必然趋势。本文结合作者对汕头市PWH酒业有限公司的深入了解,以市场战略分析模型为基础,通过对PWH酒业营销策略的研究,着重探究了 PWH酒业市场战略发展之道。首先,运用了波特五力模型战略分析工具,以PWH酒业为研究主体,对葡萄酒行业的基本竞争态势通过模型框架进行探索和研究。通过对现有竞争者的竞争能力、供应商的议价能力、购买者讨价还价的能力、潜在竞争者进入的能力以及替代品的替代能力这五种力量的浅析和讨论,从而明晰了 PWH酒业所在的市场环境。其次,从PWH酒业的内部资源入手,着重分析了 PWH酒业的营销现状,所存在的营销问题以及造成问题的原因,从而为后续的营销战略探讨打下基础。再次,借助SWOT分析模型和波士顿矩阵,对PWH酒业所面临的外部环境和内部环境等做了深入研究。通过对PWH酒业所面临的优势、劣势、机会和威胁进行了详细的对比分析,从而明确了公司的愿景,以及在目前所处的外部环境下的机遇和挑战。第四,对PWH的市场定位和目标市场进行甄选和排序,并针对市场运作规律和实际现状,有针对性地提出了相应的4P组合、顾客、成本、便利、沟通和4V组合营销策略。作为一家成立不久的酒业新锐企业,PWH酒业公司如何找准差异化的市场定位,如何快速获取消费者,提升市场份额,在众多同行竞争企业中脱颖而出,是公司着重解决的一个重要问题。通过调研和考察,本文总结出了 PWH酒业快速发展的营销策略,有利于PWH酒业实现快速可持续发展,提出了相应的措施和营销策略建议,以帮助企业能够更快更好地发展和盈利。同时,本文相关研究和建议对其他葡萄酒经营企业也有着较为重要的借鉴价值。
[Abstract]:With the improvement of Chinese people's living standard, people pay attention to health and beauty information, the consumption of wine is increasing year by year, and the market demand for wine is more diversified and refined. At present, due to the uneven quality of wine in the domestic market, many supply links, high price and weak service consciousness, more and more consumers choose imported wine from abroad. Therefore, the promotion of wine quality, the return of price to value, and the improvement of service level become the inevitable trend of wine consumption industry. Combined with the author's in-depth understanding of Shantou PWH Wine Co., Ltd., based on the market strategy analysis model, this paper studies the marketing strategy of PWH wine industry, and probes into the development of PWH liquor market strategy. First of all, using the Porter five Force Model Strategic Analysis tool, taking the PWH wine industry as the main body of research, the basic competition situation of wine industry through the model framework to explore and study. Through the analysis and discussion of the five forces, the competitive power of the existing competitors, the bargaining power of the suppliers, the bargaining power of the buyers, the ability of the potential competitors to enter and the substitution ability of the substitutes, In order to clarify the PWH wine industry in the market environment. Secondly, starting with the internal resources of PWH wine industry, the paper analyzes the marketing status, marketing problems and causes of PWH wine industry, thus laying a foundation for the further discussion of marketing strategy. Thirdly, with the help of SWOT analysis model and Boston matrix, the external environment and internal environment of PWH wine industry are studied deeply. Through the comparative analysis of the strengths, weaknesses, opportunities and threats faced by the PWH wine industry, the vision of the company and the opportunities and challenges in the current external environment are clarified. Fourthly, the market orientation and target market of PWH are selected and sorted, and the corresponding 4P combination, customer, cost, convenience, communication and 4V combination marketing strategy are put forward according to the market operation law and actual situation. As a newly established wine company, how to find the market position of differentiation, how to get consumers quickly, how to promote market share, and how to stand out among many peer competition enterprises. It is an important problem to be solved by the company. Through investigation and investigation, this paper summarizes the marketing strategy of the rapid development of PWH wine industry, which is conducive to the rapid and sustainable development of PWH wine industry, and puts forward the corresponding measures and marketing strategy suggestions. In order to help enterprises to faster and better development and profitability. At the same time, the relevant research and suggestions of this paper also have more important reference value for other wine enterprises.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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