中国葡萄酒品牌建设研究 3 - 副本.docVIP

序号（学号）：0402100221 长春科技学院 毕业论文 中国葡萄酒品牌建设的研究 姓 名 学 院 工商管理学院 专 业 市场营销 班 级 指导教师 2015 年 月 日 中国葡萄酒品牌建设的研究 [摘要] 随着我国葡萄酒市场的迅速发展和我国经济的增长，我国目前已经逐渐形成十大葡萄酒区域化的发展趋势，以张裕、长城、王朝为代表的中国葡萄酒产业正在快速拓展规模，产量增长迅速。良好的品牌形象以及成熟的营销手段逐步扩大它们在中国葡萄酒市场中的份额。中国葡萄酒企业的市场竞争力正在受到越来越大的挑战。由此可见，品牌建设对中国葡萄酒企业的发展有着至关重要的作用。提高中国葡萄酒企业的市场竞争力必须加强中国葡萄酒企业的品牌建设。 本文主要对葡萄酒行业品牌建设的相关理论进行分析和研究，在此基础上，将理论和实践相结合，综合分析中国葡萄酒行业的发展现状以及品牌建设对中国葡萄酒企业发展的重要性。同时，对中国葡萄酒市场品牌建设的内部环境和外部环境进行分析和探讨，阐明了我国葡萄酒市场发展所面临的内外环境优势和威胁。最后，通过对中国葡萄酒市场的竞争力分析以及品牌建设过程中所遇到的问题，提出可行性的意见和建议。 [关键词] 葡萄酒 品牌建设 研究 作用 重要性 Research on the brand construction of Chinese Wine [Abstract] With the rapid development of Chinas Wine market and Chinas economic growth, China has gradually formed the development trend of the ten Wine area, to Chinese Wine Zhang Yu, the Great Wall, Wang Zhaowei on behalf of the industry is the rapid expansion of the scale of production, the rapid growth of. Good brand image and mature marketing means gradually expand their share of the market in China Wine. China Wine the market competitiveness of enterprises is being challenged by the. Thus, plays a crucial role in the brand construction and development of Chinese Wine enterprises. China Wine to improve the market competitiveness of enterprises must strengthen the corporate brand building China Wine. This paper mainly analyses and studies the theory of the brand construction of Wine industry, on this basis, the combination of theory and practice, a comprehensive analysis of the current situation of the development of Chinese Wine industry and the importance of brand construction on the development of China Wine enterprises. At the same time, to analyze and discuss the China Wine market brand building internal and external environment, the development of Chinas market Wine facing internal and external environment advantag