“张裕”葡萄酒营销策划书4篇

“张裕”葡萄酒营销策划书4篇【导读】这篇文档““张裕”葡萄酒营销策划书4篇”由三一刀客最漂亮的网友为您分享整理，希望这篇范文对您有所帮助，喜欢就下载吧！“张裕”葡萄酒营销策划书1“张裕”葡萄酒营销策划书一、首页（唐文涛）内容包括策划题目，策划主体，队伍编号与名称，队伍成员。二、目录三、主体前言（彭晰）概括性开篇说明，营销策划书编写缘由、导向、内容概要、任务、重要性等摘要策划项目的简要说明营销策划依据的基本假设营销策划目标实施营销策划的日程安排（刘海龙）正文营销目的：目标宗旨、策划意义等环境分析市场状况市场前景市场成长状况消费者情况（彭晰）宏观环境：政治环境、经济环境、法律环境、人文环境、国民收入。消费者收入水平、消费结构等等（唐文涛、石智丞）3、swot分析（彭湃）4、营销目标（彭湃）5、营销战略：营销宗旨、产品策略、价格策略、销售渠道、广告宣传、行动方案（肖倩）6、策划预算（刘海龙）7、方案调整控制（刘海龙）8、结束语（刘海龙）9、附录（参考文献）——找资料时记得附带上方便汇总以上结构可以自行添加，但是务必不能够全盘抄袭。葡萄酒营销策划书2市场营销策划书葡萄酒TheMarketingPlansaboutWines1.执行概要和要领andmainpoint采用“xxx”作为商标和品名，厂名为“AAA厂”；产品定价为_____；采用______(如：地毯式全方位促销手段)；“xxx”将于___年___月___日前投放市场，目标市场为中国的西南部市场。（根据厂家的具体产品和供货时间而定）Adoptingxxxastrademarkandnameofproduct,AAAfactoryasthenameofthefactory;Thepricingofproductsis__________;Adopting______(Forinstance:Carpettypeomni-directionalsalespromotionmethod);xxxWillbeputintothemarketbefore___(day)___(Month)___(Year,)thetargetmarketisthesouthwestofChina.(dependsontheconcreteproductsandtimeofdeliveringtheproducts)2.目前营销状况statusatpresent(1)市场状况：葡萄酒是国际酒类市场中仅次于啤酒的第二大流行饮料酒，但在我国，目前还是一个小酒种，年产量多年来一直在２０万吨左右徘徊，还不到全国酒类产品总量的１％。我国葡萄酒的人均消费量仅是当前世界平均消费水平的１／２０。近年来，随着人们生活水平和健康意识的提高，饮食观念的变化，加上各种媒体对葡萄酒的宣传，使我国葡萄酒市场发展很快，尤其是干红葡萄酒更是当前消费的热点。从这个角度看，我国葡萄酒的潜在市场十分广阔。(1)Marketstatus:Thewineisthesecondlargestpopularbeveragewineandsecond-lowestonlytobeerintheinternationaldrinkmarket,butinourcountry,itisjustonlyasmallwineatpresent,theannualproductionhasbeenwanderingupanddownabout200,000tonsallthetimeformanyyears,evenlethan1%ofthenationaltotalamountofalcoholproduct.Consumptionpercapitawineofourcountryisonly1/20ofthelevelofconsumptiononaverageinrecenttimes.Atpresent,withtheimprovementofpeople'slivingstandardandhealthconsciousne,thechangeofthedietidea,andvariouspropagandaofthewine,makingthewinemarketofourcountrydevelopquickly,especiallytheclaretisafocusofpresentconsumption.Lookfromthisangle,thepotentialmarketofthewineofourcountryisverybroad.(2)产品状况：(2)productstatus:①国内：我国葡萄酒市场价格从１９９６年以来一直是呈上升趋势，特别是干红葡萄酒的价格上升幅度很大，依品牌不同，每瓶（７５０亳升）从２５元上升４０～６０元不等，其它种类葡萄酒的价格也有不同程度的上升。①domestic:ThemarketpriceofwineinChinahasbeenontheriseallthetimesince1996,especiallythepriceoftheclaretisverylargeinascensionalrange,pricesdifferentdependsonthebrands,eachbottle(750ml)risesfrom25yuanto40-60yuan,thepriceofwineofotherkindshasrisinginvariousdegreetoo.②国外：国外的葡萄酒质量一般较国内的好，价格也随着关税的降低在逐渐降低，再加上销售渠道的扩展和消费者逐渐增加葡萄酒知识，国外的产品将被消费者接受，所以现在洋葡萄酒进入国内市场要比过去容易。②Overseas:thequalityofdomesticwineisbetterthanthatofoverseas,andthepriceisalsoreducedgraduallywiththedecreaseofthetarifftoo,andwiththesalechannelexpandedandwineknowledageincreased,moreandmoreforeignproductsthereforebeadoptedbychineseconsumers,asaresult,foreignwineentersthedomesticmarketnowismoreeasilythenthepast.(3)竞争状况：竞争格局相对稳定。目前国内张裕，长城，王朝三大品牌平分秋色，占据了国内约52％的市场，再加上十几个分别是来自于法国、意大利等国的进口品牌。大多数国产品牌只能囿于某一地区争夺立足之地，缺乏市场竞争力，更没有角逐国际市场的能力。而由于国内对葡萄酒类产品进口关税的降低，国外葡萄酒进入中国的壁垒降低，从而使得其品牌的竞争力得到进一步提升。(3)competitionstatus:Thecompetitionisrelativelystable.Atpresent,domesticZhangYu,GreatWall,Dynasty,thesethreemajorbrandsoccupyhalfofdomesticmarket,52%orso.inaddition,dozensofforeignbrandsfromsuchasFrance,Italy,andotherelsecountries.Mostofdomesticbrandsonlyfocustheireyesonacertainregionandselltheirproducttolimitedplaces,theyarelackofmarketingcompetitionandwithoutenougnabilitytoenterintheinternationalmarket.InvirtueoftariffdecreasingandbarrierofforeignwinesenteringChinareleasing,thusmakesthecompetitionoftheirbrandsfurtherpromoted.(4)分销状况：葡萄酒的消费渠道一般分为餐饮酒店和商超零售两大类，目前的渠道分布现状是餐饮酒店渠道占51%，零售渠道占49%；在零售渠道中，超市和大卖场又占55%，其余为便利店、专卖店和独立的食品店等。(4)distributionstatus:thewineconsumptionchannelisgenerallydividedintodrinkeryandretailshoptwobigthedistributechannelismeal&drinkshopaccountsfor51%,retailaccountsfor49%;Intheretailchannel,supermarketandlargesalesfieldaccountfor55%,theothersareconveniencestore,monopolizedshopandindependentfoodsupplyretailshop,etc..(5)宏观环境分析：国际葡萄酒市场的低迷使得包括中国在内的亚洲国家成为葡萄酒竞争的主战场，中国无疑将成为这类市场的热门，这为国外葡萄酒提供了有巨大潜力的市场；中国政府鼓励人民消费更多的葡萄酒和果酒，降低浪费粮食的白酒的消费；随着生活水平的提高，越来越多的消费者会开始消费进口葡萄酒。(5)Macroenvironmentanalysis:ThedepreionoftheinternationalwinemarketmakestheAsiancountriesincludingChinabecomethemainbattlefieldofwinecompetition,Chinawillundoubtedlybecomesthefocusofsuchcrazymarket.Thishelpstoprovideagreatmarketfullofpotentialfortheforeignwines;ChinagovernmentencouragesChinesepeopletoconsumemorewineandfruitwine,reducestheconsumptionofChinesewhitewines;Withtheimprovementofthelivingstandard,moreandmoreChineseconsumerswillbegintoconsumeimportedwines.3.SWOT和问题分析&Analysis优势：本集团有雄厚的经济势力；有较强的技术势力；国家政府高度重视西部大开发并确定了极为优惠的进出口政策。S(strength):Solideconomicforces;strongertechnologicalforces;Thenationalgovernmenthaspaidcloseattentiontothedevelopmentofwesternregionsandconfirmedtheextremelyfavourableimportsandexportspolicy.劣势：进口葡萄酒由于只占到中国葡萄酒市场大约10%的份额，而且经销商主要为国外独资或者合资销售型企业和国内小型贸易商或分销商。同国内葡萄酒企业一样，进口酒不仅要受市场开拓、市场培育和通路运作等方面较高成本费的制约，还要受制于从厂商到消费终端（酒店、卖场、酒吧、KTV、夜总会等）所发生的高额进场费和各种推广促销费用。W(weakne):Winesimportedfromabroadonlyaccountsforabout10%ofChinawinemarket,furthermore,mostofdealersmainlyareforeignSoleproprietorshipcorporationorjointven