紫轩葡萄酒的市场分析及营销策略.docVIP

题目： 紫轩葡萄酒市场分析及营销策略 姓名 *玲 专业班级 工商管理 指导教师 *** 完成日期 2013年月 经济管理学院 2年月 摘 要 近几年，随着国民经济的不断增长，中国葡萄酒业也不断发展壮大。但是，市场环境、行业竞争格局、消费趋势的变化以及企业现有弱点的存在，使企业的发展面临严峻的挑战。本文在对我国葡萄酒行业的市场发展状况、进出口形势、行业发展趋势等方面进行分析的基础上，重点剖析了紫轩公司所面临的环境，并结合具体图表，对紫轩公司的发展状况作了深入的研究，最后，针对紫轩公司的具体情况提出了切实可行营销策略，旨在葡萄酒企业营销策略方面探索一条新的发展道路。 本文分为四章。第一章为研究概述，提出研究背景及其意义，并提出研究的基本框架；第二章主要介绍了紫轩公司和紫轩葡萄酒的大体情况；第三章分析了紫轩公司所面临的环境；最后，在第四章提出了紫轩公司的营销策略。本文指出，地处西北落后地区的紫轩公司想要取得长远发展，就必须制定切实可行的营销策略。 关键词 营销策略 紫轩葡萄酒 策略优化 优化渠道 Purple in of Wine Market Survey Analysis and Marketing Strategy Optimization ABSTRACT In recent years, with the growth of the national economy, Chinas wine industry is growing stronger. However, the market environment, industry competition pattern, the change of consumption trend and the existence of the enterprise existing weaknesses, make the enterprise development face serious challenges. Based on the market developing condition of the wine industry, import and export situation, industry development trend, etc, on the basis of analysis, mainly analyze the purple porch company facing the environment, and combined with the specific chart, the development situation of purple porch company studied, finally, according to the specific condition of purple porch company put forward the feasible marketing strategy, aimed at wine enterprise marketing strategies to explore a new development path. This article is divided into four chapters. First chapter include research background，significance and the basic framework; The second chapter mainly introduces the purple porch company and the purple hin of wine; The third chapter analyzes the company facing the environment； Finally, in the fourth chapter puts forward the company marketing strategy. This article points out, is located in the northwest of backward area of purple porch company wants to achieve long-term development, must formulate feasible marketing strategy. KEYWORDS Marketing strategy， Purple?hin?of?wine， Strategies?to?optimize， Optimize the channel 目