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论文编号：	6583
作者编号：	2120112834
上传时间：	2014/6/20 9:42:52
中文题目：	W葡萄酒公司营销策略研究
英文题目：	Research On Marketing Tactics of W Winery
指导老师：	任星耀
中文关键字：	葡萄酒；市场分析；消费心理；市场定位；目标市场选择
英文关键字：	wine；market analysis；consumer psychology；market positioning；target market selection
中文摘要：	中国经济的高速发展带动了我国葡萄酒产业的快速发展，伴随人们对葡萄酒的喜爱，葡萄酒行业已逐渐成为具有较大发展潜力的朝阳行业。葡萄酒产业的发展离不开种植、酿造、文化传播以及市场销售的多轨道发展，本文主要对葡萄酒市场营销方面进行了分析研究。纵然葡萄酒的适量饮用有益健康,如能够防治多种疾病,提高人体免疫力,并具有养颜美容的作用,但很多的消费者选择葡萄酒并非仅仅出于健康之故,而是为了追求精神上的体验与满足。尤其是高档葡萄酒,其目标消费者是收入较高的白领阶层,他们一般具有较高的文化水平,愿意接受新的思想观念,讲求生活品质。对他们而言,作为舶来品的葡萄酒不仅仅是一种酒,而是包含着很多的意味,意味着一种氛围、一种情感、一种生活方式、一种文化,甚至一种身份与地位。在葡萄酒的消费中,他们会获得独特的体验与感受,这种体验与感受驱使他们成为葡萄酒的爱好者、葡萄酒文化的追随与传播者、企业的忠实消费者。因而对葡萄酒的经营者来说,划分不同的消费者的需求以及体验方式也已成为他们关注的重点,而能否为目标消费者提供独特的体验也是关键的因素。 通过对葡萄酒市场行业状况的分析，中国葡萄酒市场与世界葡萄酒市场的比较，以及中国葡萄酒市场的供求关系的研究，分析了葡萄酒市场几十年来的发展与潜力以及在营销模式方面的问题。并对如何巩固品牌葡萄酒的市场地位、充分发挥葡萄酒生产企业自身优势、整合营销模式、提高品牌占有率、促进我国葡萄酒行业快速健康发展进行了进一步的分析。葡萄酒行业是我国的高利润行业，但是由于国内及国外葡萄酒品牌众多，国内生产商之间，以及各代理商之间竞争激烈，市场上葡萄酒的销售价格比较透明，市场对葡萄酒价格的波动比较敏感。W公司进入高端葡萄酒市场相比其他大型葡萄酒生产企业在时间上相对滞后，在刚刚进入高端市场时，希望通过相对低的价格追求市场占有率的最大化，只有提高产品的市场占有率，才能在今后的发展中追求更低的成本和最高的长期利润。在新产品顺利打入高端葡萄酒市场，并且拥有稳定的市场占有率之后，W公司可以考虑追求产品质量领先的目标，在企业的生产经营中贯彻质量最优的思想，因此就需要用高价格来弥补较高的研发成本和高质量。 接下来对W葡萄酒公司进行了消费分析和市场细分，主要从需求动机分析、消费心理分析两个方面做了重点介绍。从其保健功能、文化诉求、交际需求、礼品需求等几个方面做的具体的说明。对消费者的消费心理以及消费行为也进行了分析研究，并将葡萄酒市场细分为大众消费市场、高档消费市场、中老年保健市场以及女士爱美和婚宴市场等几个具体市场进行了针对性的总结。随着国内酒类市场的不断发展，葡萄酒市场的竞争也日趋激烈。葡萄酒消费者的购买决策，深受企业营销方式及经营策略的影响，葡萄酒生产商只有明确的对目标市场进行细分及微细分，了解目标消费群体的购买需求，才能制定积极的、有效的营销策略。本章从消费者的购买因素入手，介绍了葡萄酒的保健功效、葡萄酒文化的推广、社交需求、礼品馈赠等因素。 W葡萄酒公司是我国较早从事葡萄酒生产及销售的企业之一，是我国葡萄酒生产型企业的典型代表。通过对其公司目标市场选择、市场定位等几个方面进行了具体说明。并对该公司现有的营销策略做了优化。本文重点介绍了研究我国葡萄酒市场的目的、意义和主要研究内容，以W公司为案例，通过对市场细分、竞争定位、认知价值理论的分析，对传统和新兴葡萄酒生产国家行业状况的分析，以及对我国葡萄酒行业的市场分析，对葡萄酒消费者需求心理、消费心理和行为的研究分析，对W公司的SWOT分析，以及对国内及国外行业竞争的分析，对W公司的目标市场定位、市场选择、发展战略等进行了研究，同时对W公司现行的营销策略进行了优化，制定可行的市场营销策略，对我国葡萄酒生产销售企业未来发展战略具有一定的借鉴意义。目前国内的葡萄酒品牌也还在一些价格战为主的方式在中低端市场拼杀，虽然其中存在技术、资金、品牌等各方面的原因，但关键还在于渠道策略的制定方针。市场的开放、消费者消费水平的提高和市场上多元化的购物需求，给葡萄酒消费市场带来了更为广阔的空间和发展机遇，零售和即饮是葡萄酒的两种终端销售方式，国内高端葡萄酒的消费市场主要包括：夜店、酒店、葡萄酒专卖店、购物中心及高档超市。根据目前国内葡萄酒的销售多样性。 在国外葡萄酒企业在国内市场占有率逐渐扩大的今天，找准自己的市场定位，制定详细的细分市场战略，在渠道建设中树立良好的品牌形象，改变旧有的观念，将销售策略从单一经销商方向向多元化策略方向转变，注重葡萄酒的终端零售环节，加强对消费群体的需求分析，是我国葡萄酒企业的未来之路。
英文摘要：	China's rapid economic development led to the rapid development of China's wine industry, with people's love of wine, the wine industry has become a sunrise industry and it has a large potential for development. Inseparable from the development of the wine industry growing, brewing, cultural transmission and marketing of multi-track development, This article mainly studies the marketing of wine. Even moderate drinking of wine is good for your health , such as the ability to control a variety of disease, improve human immunity, and the role of beauty with beauty, but many consumers choose wine is not just for the health of it, but in order to pursue spiritual experience and satisfaction. Especially the high-end wine, its target is the higher income white-collar workers, they generally have a higher level of education, are willing to accept new ideas, emphasis on quality of life. For them, as exotic wine is not just a wine, but contains a lot of meaning, meaning an atmosphere, an emotion, a lifestyle, a culture, and even a kind of identity and status. In wine consumption, they will get a unique experience and feelings, the experience and feelings drove them into wine lovers, wine culture to follow and communicators, corporate loyal consumers. Thus the wine operators, divided into different consumer needs and experience the way it has become the focus of their attention, and can provide a unique experience is a key factor for the target consumers. This article mainly analyzes the wine industry market situation and compare the Chinese wine market and wine market in the world. Analysis of the development of the market for several decades and potential as well as the problems in the market. In order to accelerate the development of Chinese wine producers, make full use of their own advantages, integrated marketing model, improving brand share, and promote the healthy and rapid development of Chinese wine industry. It is necessary to analyze the current situation of Chinese wine market. And how to consolidate the market position of the brand of wine , give full play to their own advantages wine production , integrated marketing model to improve brand share , and promote rapid and healthy development of China's wine industry has been further analysis. Our wine industry is a highly profitable industry , but due to many domestic and foreign wine brands , among domestic producers , as well as intense competition among agents , sales of wine on the market price more transparent, more sensitive to fluctuations in market prices for wine . W companies to enter the high-end wine market compared to other major wine-producing enterprises is lagging behind in terms of time , just in time to enter the high-end market , hopes to pursue a relatively low price to maximize market share , only increase market share, to the future development in the pursuit of lower costs and the highest long-term profits. After the success of new products into the high-end wine market , and has a stable market share , W company may consider pursuing the goal of leading product quality , and implement the best ideas in the quality of the production and operation of enterprises , so you need to come with a high price compensate for the higher R & D costs and high quality. W Wine Company conducted a consumer analysis and market segmentation, the main motivation for the demand analysis, consumer psychology analysis focuses on two aspects. Several aspects of its health functions, cultural aspirations, communication needs, gifts and so do the needs of specific instructions. On consumer psychology and consumer behavior were analyzed, and the wine market is broken down into the mass consumer market, high-end consumer market, the elderly care market, and wedding markets were targeted several specific markets summary. With the continuous development of the domestic wine market, wine market competition becoming increasingly fierce. Wine consumer buying decisions influenced by corporate marketing and business strategy, wine producers only clear target market segments and micro-segmentation, understand the buying needs of the target consumer groups, in order to develop a positive, effective marketing strategy. This chapter from consumers start buying factors, introduced health benefits of wine, wine culture promotion, social needs, gifts and other factors. Company W, for example, the integration of marketing strategy, thereby enhancing the market competitiveness of the wine business in China, and promote stable and rapid development of Chinese wine market. This article describes a study of Chinese wine market research purposes, meaning and main research content, represented by Company W, through market segmentation and micro-segmentation, competitive positioning, cognitive theory of value analysis of the situation, as well as Chinese wine industry market analysis, the study of wine consumers needs motivation and consumer psychology and behavior analysis, SWOT analysis of company W, as well as the analysis of the domestic and foreign competition in the industry, the goal of the company W market selection, market positioning, development strategies, optimized marketing strategy of company W, provides a theoretical basis for the formulation of future development strategy of Chinese wine business. In foreign wine companies in the domestic market share gradually expanding today, identify their market positioning, market segments to develop a detailed strategy to establish a good brand image in the channel construction, changing the old concept of the sales strategy from a single Dealers direction change the direction of diversification strategy, focusing on wine terminal retail, consumer groups, to strengthen the demand for the analysis of the way of the future wine business.
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