创腾公司葡萄酒产品吉林区目标市场营销策略研究
发布时间：2019-06-10 12:51
【摘要】：从2008年金融危机爆发以来，严峻的经济形势给旧世界的葡萄酒行业带来了巨大的冲击。由于金融危机降低了欧洲等国家消费者的收入，，从而使旧世界国家的葡萄酒销量降低.伴随着国外葡萄酒市场的低迷，中国却在加入WTO之后，随着葡萄酒进口关税由每瓶65%降到14%，进口葡萄酒在中国的发展机会开始不断加大，越来越多的进口葡萄酒种类大量的涌入中国市场，进口葡萄酒量持续高速增长。不同的品牌、品种以及新旧世界的等级划分让中国的消费者眼花缭乱。而各国的葡萄酒生产商、酒庄以及国内的经销商，力图在中国这片进口葡萄酒前景一片大好的市场上尽量占领更大的市场份额，大量的酒庄、酒坊以及进口葡萄酒销售平台如雨后春笋般涌现在中国这片土地上。而中国地域特征及经济发展速度来说，东、南部的经济发展速度明显优于中国西、北部，相对于东南部葡萄酒市场的大片开展，中国北方市场无论在发展方向以及发展势头上，都呈现出良好的发展态势。中国的东北市场就是一块尚未分割的蛋糕，本企业主要做进出口贸易，而葡萄酒的进口及营销更是发展的重中之重，因而，如何净化春城葡萄酒环境，正确选择目标市场，并根据企业发展情况制定市场营销策略，从而占领更大的市场区域，成为创腾公司发展思考的前提。 本文以创腾公司发展战略以及目标市场的选择为着力点，从而分析中国葡萄酒市场，东北三省葡萄酒市场以及长春市场的发展前景，剖析创腾公司内部企业环境，战略发展，营销模式以及未来市场的开拓，从而为创腾公司发展开辟新的道路。也为新兴企业发展提出许多可操作性建议及意见。
[Abstract]:Since the outbreak of the financial crisis in 2008, the severe economic situation has brought great impact to the wine industry in the old world. Wine sales in the old world fell as a result of the financial crisis, which reduced consumer incomes in countries such as Europe. With the downturn of foreign wine market, after China's entry into WTO, with the reduction of wine import tariff from 65% to 14% per bottle, the development opportunities of imported wine in China began to increase. More and more imported wine types poured into the Chinese market, and the amount of imported wine continued to grow at a high speed. Chinese consumers are dazzled by the classification of different brands, varieties and the old and new worlds. And the wine producers, wineries and domestic dealers in various countries try to occupy a larger market share as much as possible in the market with good prospects for imported wine in China, a large number of wineries. Wineries and imported wine sales platforms have sprung up in China. As far as the regional characteristics and economic development speed of China are concerned, the economic development speed of the east and the south is obviously better than that of the west and the north of China. Compared with the large area of the wine market in the southeast, the northern market of China is no matter in the development direction and momentum. All show a good development trend. The northeast market of China is an undivided cake. The enterprise mainly does import and export trade, and the import and marketing of wine is the most important thing in the development. Therefore, how to purify the Chuncheng wine environment and correctly select the target market. And according to the development of the enterprise to formulate marketing strategy, so as to occupy a larger market area, become the premise of the development of the company. This paper focuses on the development strategy and the choice of target market of Chuangteng Company, and analyzes the development prospect of Chinese wine market, the wine market of Northeast three provinces and Changchun market, and analyzes the internal enterprise environment and strategic development of Chuanteng Company. Marketing model and future market development, so as to open up a new road for the development of Chuangteng Company. It also puts forward a lot of operable suggestions and opinions for the development of emerging enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
本文编号：2496465
[Abstract]:Since the outbreak of the financial crisis in 2008, the severe economic situation has brought great impact to the wine industry in the old world. Wine sales in the old world fell as a result of the financial crisis, which reduced consumer incomes in countries such as Europe. With the downturn of foreign wine market, after China's entry into WTO, with the reduction of wine import tariff from 65% to 14% per bottle, the development opportunities of imported wine in China began to increase. More and more imported wine types poured into the Chinese market, and the amount of imported wine continued to grow at a high speed. Chinese consumers are dazzled by the classification of different brands, varieties and the old and new worlds. And the wine producers, wineries and domestic dealers in various countries try to occupy a larger market share as much as possible in the market with good prospects for imported wine in China, a large number of wineries. Wineries and imported wine sales platforms have sprung up in China. As far as the regional characteristics and economic development speed of China are concerned, the economic development speed of the east and the south is obviously better than that of the west and the north of China. Compared with the large area of the wine market in the southeast, the northern market of China is no matter in the development direction and momentum. All show a good development trend. The northeast market of China is an undivided cake. The enterprise mainly does import and export trade, and the import and marketing of wine is the most important thing in the development. Therefore, how to purify the Chuncheng wine environment and correctly select the target market. And according to the development of the enterprise to formulate marketing strategy, so as to occupy a larger market area, become the premise of the development of the company. This paper focuses on the development strategy and the choice of target market of Chuangteng Company, and analyzes the development prospect of Chinese wine market, the wine market of Northeast three provinces and Changchun market, and analyzes the internal enterprise environment and strategic development of Chuanteng Company. Marketing model and future market development, so as to open up a new road for the development of Chuangteng Company. It also puts forward a lot of operable suggestions and opinions for the development of emerging enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
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