商务英语论文 营销策划方案.docVIP

浙江财经大学东方学院 商务英语课程论文 The Marketing Plans about DE BORTOLI Wines 　　　　　　　　　　　　　　　　　　　　　　　　 学生姓名　　张启迪　　　　指导教师 金德锋 分 院 　工商管理　　　 专业名称 工商管理 班　　级　　11工商2班　　学　　号 1120300244 2014年06月7日 The Marketing Plans about DE BORTOLI Wines 1 Executive Summary De Bortoli wines is a founded in 1928, a positive innovation ebullience family winery.Now the third generation - Darren De Bortoli and another Family members Steve Webber carefully managed and led the winemaking team.The world famous Wine magazine Gourmet Traveller WINE The chief winemaker Steve Webber praised as the year 2007 The best winemaker.De Bortoli wines is the oldest Wine Australian Journal Winestate Magazine as a 2010 Best Australian Chateau. The target market is the southwest of china . 2 Marketing status at present |(1) Market status:The wine is the second largest popular beverage wine and second-lowest only to beer in the international drink market, but in our country, it is just only a small wine at present, the annual production has been wandering up and down about 200,000 tons all the time for many years, even less than 1% of the national total amount of alcohol product. Consumption per capita wine of our country is only 1/20 of the level of consumption on average in recent times. At present, with the improvement of peoples living standard and health consciousness, the change of the diet idea, and various propaganda of the wine, making the wine market of our country develop quickly, especially the claret is a focus of present consumption. Look from this angle, the potential market of the wine of our country is very broad. (2) product status: ① domestic:The market price of wine in China has been on the rise all the time since 1996, especially the price of the claret is very large in ascensional range, prices different depends on the brands, each bottle (750ml) rises from 100 yuan to 300 yuan, the price of wine of other kinds has rising in various degree too. ② Overseas:the quality of