葡萄酒营销策划书(中英文对照)【文库精品】.docVIP

市场营销策划书 葡萄酒 The Marketing Plans about Wines 执行概要和要领l.outline and main point 采用“xxx”作为商标和品名，厂名为“AAA厂”；产品定价为 ;采用 (如：地毯式全方位促销手段)；“xxx”将于—年—月—日前投放市场， 目标市场为中国的西南部市场。（根据厂家的具体产品和供货时间而定）Adopting 〃 xxx 〃 as trade mark and name of product, 〃 AAA factory 〃 as the name of the factory; The pricing of products is ; Adopting (For instance: Carpet type omni-directional sales promotion method); xxx ” Will be put into the market before (day) (Month) (Year,) the target market is the southwest of China. (depends on the concrete products and time of delivering the products) 目前营销状况 Marketing status at present (1)市场状况：葡萄酒是国际酒类市场中仅次于啤酒的第二大流行饮料酒，但在我国，目前还是一个小酒种，年产量多年来一直在2 0万吨左右徘徊，还不到全国酒类产品总量的1%。我国葡萄酒的人均消费量仅是当前世界平均消费水平的1/2Q。近年来，随着人们生活水平和健康意识的提高，饮食观念的变化，加上各种媒体对葡萄酒的宣传，使我国葡萄酒市场发展很快，尤其是干红葡萄酒更是当前消费的热点。从这个角度看，我国葡萄酒的潜在市场十分广阔。second-lowest only to beer in the international drink market, but in ourcountry, it is just only a small wine at present, the annual productionhas been wandering up and down about 200,000 tons all the time for manyyears, 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 ofconsumption on average in recent times. At present, with the improvementof peoples living standard and health consciousness, the change of thediet idea, and various propaganda of the wine, making the wine marketof our country develop quickly, especially the claret is a focus of presentconsumption. Look from this angle, the potential market of the wine ofour country is very broad. ⑵产品状况： product status: ①国内：我国葡萄酒市场价格从1 9 9 6年以来一直是呈上升趋势，特别是干红葡萄酒的价格上升幅度很大，依品牌不同，每瓶（ 7 5 0亳升）从25元上升40?6 0元不等，其它种类葡萄酒的价格也有不同程度的上升。 ①domestic:The market price of wine in China has been on the rise all thetime since 1996, especially the price of the claret is very large inascensional range, prices different depends on the brands, each bottle(750ml) rises from 25 yuan to 40-60 yuan, the price of wine of other kindshas rising in va