《张裕葡萄酒企业营销策略分析》-毕业论文.docVIP

精品 青岛理工大学琴岛学院 Qingdao Technological University Qindao College 论文题目：张裕葡萄酒企业营销策略分析 学士学位论文 UNIVERSITY DISSERTATION 培养院系：琴岛学院 经贸系 专 业：市场营销 论文作者： 学 号：20070504011 指导教师： 2011年6月 摘 要 随着中国经济的持续发展和人们收入水平的不断提高，中国葡萄酒市场正在进入一个相对竞争激烈的增长时期，由于我国葡萄酒关税已降至14％，进口葡萄酒数量不断增加，加之国内主要竞争对手不断加大市场投入，致使国内葡萄酒市场竞争十分激烈。处在中国葡萄酒市场主导地位的张裕公司，将要应对这种发展机遇与强有力挑战的市场格局。企业之间的竞争很大程度上是营销能力的竞争，市场营销的成功运作会为企业创造丰富的利润资源，为企业培育自身能力与提高核心竞争能力奠定了良好的基础。所以营销策略是企业决胜市场的关键。营销策略的好坏也就必然直接关系到企业经营的盛衰成败。基于营销策略的重要作用，如何设计一套适宜的营销策略，对企业来讲至关重要。本文通过对葡萄酒行业及张裕公司的分析得出的一系列营销策略，对张裕公司的进一步发展提供了思路，对同行业的其他企业在营销策略的改进也会有一定的参考价值。 关键词：葡萄酒，营销策略，张裕葡萄酒 ABSTRACT As Chinas sustained economic development and people income level unceasing enhancement, the Chinese wine market are entering a relatively competitive growth period, because our country wine tariff has fallen to 14%, imported wine increasing of quantity, and domestic main competitors constantly increase market input, cause domestic wine market competition is fierce. In Chinese wine market leading position of ZhangYu company, will respond to this development opportunities and challenges of the market structure strong. The competition between enterprises is largely marketing ability of competition, market marketing success operation can create rich profits for the enterprise resources, to cultivate their ability and improve enterprise core competitive ability to lay a good foundation. So marketing strategy is the enterprise determines the markets key. The stand or fall of marketing strategy will directly related to enterprise manages the ups and downs of the success or failure. Based on the important role of the marketing strategy, how to design a set of proper marketing strategies for enterprises, and speaking is very important. This article through to the wine industry and ZhangYu company analysis obtains a series of marketing strategy, to ZhangYu further expansion of the company provides ideas of the same industry of other enterprises in marketing strategy improvement als