上市策划方案 葡萄酒上市策划方案.docx

上市筹划方案 葡萄酒上市筹划方案

　　葡萄酒上市筹划报告
　　一、桂林葡萄酒市场概况
　　目前市场
　　目前在桂林市场上销售的葡萄酒品种繁多，其中本土品牌有：长城、张裕、王朝、威龙、通化、华东、白洋河、云南红、冰玫瑰及永福山等调，关税由目前的14%下调为零；二是新的消费税管理措施已于7月1日实行，措施规定进口葡萄酒的消费税可以中间的消费环节相抵；三是由于公司和媒体的宣传推广，葡萄酒的健康消费理念正逐渐被消费者所接受。根据专家估计，从目前到，葡萄酒的高中低消费比例由目前的1：4：5转变到5：4：1。这对以销售中高档为主的进口葡萄酒来说，是打开市场的最佳时期。
　　The wines market is divided into two sales channels in Guilin : first, domestic wines are mainly sold in the supermarket , the wholesale markets and the retail outlets;Second, the foreign wines and the three domestim wines such as Great Wall pand, zhangyu and wangchao, which as the high-grade products are sold in the star hotels,restaurants and shops. From this we can see that as a result of prices, consumption habits, pand recognition, taste, product systems and the impact of factors that make the import wine market has a relatively narrow clip. But this Environment is changing, beause the new policy was implemented and the wine culture is gradually example, firstly, the wine tariffs are further downward., from the present 14% to zero by ; Secondly,
　　the new consumption tax management approach was implemented on July 1, ; the thirst, .acording to the enterprises and the media publicity, wine consumption health concepts are gradually accepted by consumers. According to some experts, that the consumption of the high-grade wine will shift 1:4:5 to 5:4:1 from to . This is useful to the imported wines and it is the best time to open up the market in Guilin.
　　葡萄酒的购买动机
　　目前中国人还没有形成进口葡萄酒的消费习惯，相对稳定的消费群体是国际商务人员、在华工作或旅游的外籍人士及都市白领，目迈进口葡萄酒的竞争核心集中在这三个消费领域。这些人员又有不同样的消费取向：国际商务人员核心是社交需要，这部分人认同进口葡萄酒的高品质；在华外籍人士来自葡萄酒消费文化普及的国家，她们把葡萄酒当作生活必须品来消费；都市白领消费进口葡萄酒则是展示身份和潮流追求的需要。除此之外的核心消费是假日购买行为，即在国家老式节假日，消费者对葡萄酒的临时需求，其目的是营造家庭团聚氛围或亲朋好友之间的礼尚往来。
　　At present, Chinese people have not yet taken shape to drink the import wines, the relatively stable consumer groups are international businessmen , foreigners who work or travel in China and white-collar,.the competition for the imported wine consumption