汉森酒业营销策略分析.doc

汉森酒业营销策略分析 内容摘要 随着中国经济的发展和人们收入水平的提高,中国葡萄酒市场正在进入一个相对稳定的增长时期，由于我国葡萄酒关税已降至14%，进口葡萄酒数量不断增加,加之国内主要竞争对手不断加大市场投入,致使国内葡萄酒市场竞争十分激烈。企业之间的竞争很大程度上是营销能力的竞争，市场营销的成功运作会为企业创造丰富的利润资源，为企业培育自身能力与提高核心竞争能力奠定了良好的基础。所以营销策略是企业决胜市场的关健，营销策略的好坏也就必然直接关系到企业经营的盛衰成败。基于营销策略的重要作用，如何设计一套适宜的营销策略对企业来讲至关重要。本文通过对葡萄酒行业及汉森酒业的营销策略分析现其中的一些问题并相应地给出对策，希望对汉森酒业的进一步发展提供一些思路。 关键词：汉森葡萄酒 营销策略 问题与对策 Hansen wine Marketing strategy analysis Abstract With the development of Chinas economy and people income level rise, Chinese wine market is entering a relatively stable period of growth, because our country wine tariffs have been reduced to 14%, increasing the number of imported wines, in addition to domestic major competitor increasing market investment, the domestic wine market competition is very intense. The competition among enterprises is to a large extent the marketing ability of competition, the successful marketing for enterprises to create the rich profit for the enterprise, cultivate their own ability and to improve the core competitive ability to lay a good foundation. So the marketing strategy is the enterprise the market marketing strategy is the key, it is directly related to the business success or failure of rise and fall. Based on the important role of marketing strategy, how to design a set of appropriate marketing strategies of the enterprise is essential. This article through to the wine industry and Hansen wine marketing strategy analysis, discovers some problems and the corresponding countermeasures to give to Hansen, hoping to provide some ideas for further development of wine industry. Key words: Hansen wine marketing strategy problems and Countermeasures 目 录 序 言 1 一、问题的提出 1 （一）中国葡萄酒市场现状 2 （二）问题的提出 2 二、汉森酒业营销策略分析 2 （一）产品策略分析 2 （二）价格策略分析 5 （三）渠道策略分析 5 （四）促销策略分析 6 三、汉森酒业营销策略中存在的问题 7 （一）产品中低端化严重 7 （二）产品档次分级概念不明确 7 （三）品牌视觉识别不系统 7 （四）市场占有量优势不够 8 四、汉森酒业营销策略对策与建议 9 （一）调整产品结构 9 （二）根据不同档次产品制定价格 9 （三）设计符合企业内涵的标识 10 （四）提高企业知名度 10 结 论 12 参考文献 13 序 言 目前中国葡萄酒业正处于前