张裕葡萄酒沈阳市场分析与营销策略研究.doc

河北工业大学硕士学位论文张裕葡萄酒沈阳市场分析与营销策略研究姓名:乔丽娜申请学位级别:硕士专业:工商管理指导教师:安玉琢20080601
河北工业大学工商管理硕士(MBA)学位论文张裕葡萄酒沈阳市场分析与营销策略研究摘要目前,我的6%,还处于开拓成长期。随着经济的发展和人均收入水平的提高,特别是中产阶层的发展壮大以及消费结构升级,葡萄酒作为健康饮品的价值被广泛认同等因素,葡萄酒的消费量呈现快速增长的趋势,2003年至今葡萄酒的行业年均增长率不低于13%,在酒类消费的比重亦不断提高。葡萄酒行业在中国是一个成长非常良好的行业。本文研究的是我国葡萄酒行业龙头企业张裕公司在北方城市沈阳的发展状况。张裕沈阳市场的市场发展远远落后于南方市场,如何改变这种现状,提高张裕沈阳市场的占有率,对张裕品牌的拓展具有十分现实的意义。论文运用了现代营销理论,采用了市场调研法、文献查阅法、SWOT 分析法等研究方法,结合国内外葡萄酒行业市场的特征及未来的发展趋势,分析了张裕葡萄酒沈阳市场营销环境、公司的内部优势、劣势等资源条件,分析了该公司的营销现状及存在的问题,运用 4PS 营销组合理论,结合 4CS及4RS营销理论,提出了张裕沈阳市场的目标市场定位应选择中、高端市场,设计了适合张裕沈阳市场的产品策略、价格策略、分销策略、促销策略,提出以品牌维护为核心的品牌策略,通过整合张裕葡萄酒集团公司的营销资源,发挥“张裕”的品牌优势,达到提高市场有率,提高消费者满意度的最终目标。希望通过本文的研究对张裕葡萄酒在沈阳市场的发展提供有益的帮助。关键词:市场分析,营销策略,张裕葡萄酒 i
张裕葡萄酒沈阳市场分析与营销策略研究 STUDY ON THE MARKET ANALYSIS AND MARKETING STRATEGIES FOR CHANGYU WINE IN SHENYANG ABSTRACT At present, our country grape wine average per person year expense only is the world average level 6%, but also is in the development growth period, along with the per capita national e level enhancement, specially middle class's growing strong, as well as the consumption pattern promotes, the grape wine took the healthy drinks the value is widely recognized the same level factor, the grape wine consumption quantity presents the fast growth the tendency, expends in the wines the proportion also unceasingly to enhance. In this thesis, combined with the characteristics of and future trends in wine industry at both domesticand international market, we applied modem marketing theory and many methods such as market survey,literature search and SWOT analysis to pany's marketing environment, resource conditions likeinternal advantages and disadvantages, its present marketing state and current problems. According to binatorial marketing bined with the 4CS and 4RS theory, we proposed that Changyu's target marketshould be focused on the average and top end. We also designed for Changyu a set of strategies that suitsChangyu, including product strategy, price st