漳州吉马葡萄酒市场营销策略研究.pdf

摘要I摘要目前,饮用葡萄酒的习惯尚未在我国广泛盛行,其市场仍然处于一个开拓及成长期。伴随着我的不断提高,尤其是达到小康水平家庭的数目快速增多,使得葡萄酒在我国消费市场的认同度迅速提升,并且,葡萄酒以其特有的保健因素受到更多消费者的认可、偏爱,因此,对于葡萄酒的消费量也随之不断增长。由此可见,葡萄酒在中国是个很有市场发展前景的行业。除了受到啤酒和白酒这两种传统酒类产品的挑战外,大量的国外葡萄酒品牌也正以惊人的速度涌入中国市场,同行业间的竞争也日趋白热化。本文以漳州吉马葡萄酒为背景,通过采集到的数据,利用SWOT分析法,4C理论和4P理论,分析漳州市场葡萄酒行业的营销策略,潜在的风险,存在的机会。用先进的营销理念提出完善优化的对策。建议漳州吉马葡萄酒公司在利用现有市场环境与集团自身的有利条件下,调整自身的营销方向,通过构建有效的快速反应机制、产品与需求的关联机制、长期的关系机制、盈利机制、定价机制、终端机制,根据消费者的需要来明确产品的定位和走向,以服务的姿态来面对消费者。积极的关注社会的变化,市场的变化,消费者需求的变化,及时调整企业自身的营销策略;在品牌的发展上,要注意提升企业和品牌的知名度和美誉度。这样才能保证企业的可持续发展,消费者忠诚度的提高。关键词:漳州吉马葡萄酒公司葡萄酒营销策略华侨大学硕士学位论文IIAbstractWine has e the healthy and popular drink for thepeoples of the world,however, it hasn’t e a must choice of drinking for Chinese people. With the rapid economic development and the increasing living level,especially for the accelerationof thefamilies with well-off level, the cognition of Chinese consumers for wine is greatly improved, the consumption of wine as a healthydrinkis rapidlygrowth, which has made ita very promising industry in addition to the challengeofbeer and liquor,a large number of foreign wines are also pouring intoChinese market in an alarming rate. petition among the same industry is also fiercely. Based on the background of ZhangzhouLucky Horse Wine, this article analyzethe marketing strategy of Zhangzhou wine industry market, the potential risksandopportunitiesby the data acquired, using the SWOT analysis method, 4C theory and 4P theory, ,therefore to put forwardthe countermeasures to improve optimization with advanced marketing it is suggested that Zhangzhou Lucky Horse Wine . should adjust its marketing directionunder the favorable conditions for the existing market environment and the Group itself, through the construction of the rapid response mechanism, effective association mechanismbetween product and demand mechanism, long-term profit mechanism, pricing mechanism, the