武汉rp酒业公司的市场策略分析-market strategy analysis of wuhan rp liquor company.docxVIP

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武汉rp酒业公司的市场策略分析-market strategy analysis of wuhan rp liquor company.docx

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武汉rp酒业公司的市场策略分析-market strategy analysis of wuhan rp liquor company

AbstractInthecomingyearsdomesticwinemarketisdevelopingrapidlyinChinawiththeimportedtaxationofredwinedecreasedyearbyyearafterenteringWorldTradeOrganization.WorldwidewineexportnationsregardChinaastheirbiggeststrategicmarketandopentheirbranchagencieslike“Castel”and“VinDecome”.MeanwhileChinesedominantwinecompanieslike“GreatWall”and“ChangYu”acceleratetheirglobalizationandbrandimpactliftplanbypurchasingoverseaswineestate.Well,importedwinedistributorswhicharenormallysmallfirmshavetofacethebigchallengefrombothsidesandtrytofindoutanappropriatewaytodeveloptheminclosedmarketcompetition.Thedissertationfirstintroducestheconcept,history,brewingprocessandthehealthbenefitsofwine,followedbyabriefintroductiontotheworldwidewineindustrypresentsituation,andshowstheworldwideproductionofthewineindustryseparatelyintheEUandnon-EUproducingareas,withspecificdatatodistinguishbetweenproductionandconsumption.ThirdlythepaperintroduceChinaswinemarkettoseethebroadprospectsofChinaswinemarket,anddescribestheChinesewinemarketfrompublicconsumptiontothegradualpopularizationofthreemarketstagetothebrand.ThenextpaperisbasedonthemarketinWuhan,Wuhancityischaracterizedasthestartingpointillustratestheobjectivityofthewinemarket,andthenanalyzesthecompetitivelandscapeinWuhan,andtheuseofmarketresearchonthelocalwinemarketthoroughly,toobtainthedataafteradetailedanalysis.Combinationofmarketandindustryawareness,andsortouttheintegrateduseofstrategicmanagement,marketingandotherrelatedknowledge,torepositionitself,throughSWOTanalysis,breakdownofthetargetcustomerbase,andaccordingtothestatusofitsownenterpriseRPwinecharacteristicsofthecustomerbaseinmanyaspectsoftheproduct,priceandpromotionRPcompanysmarketingstrategydesignedtoenhancethecorecompetitivenessofenterprises,toprepareforthedevelopmentandgrowthinthefiercemarketcompetition.Keywords：Wine,SWOTanalysis,Strategymanagement目录摘要.................................................................................................................IAbstract...........................