我国葡萄酒市场分析与b公司营销策略分析.pdf

ABSTRACT Wine as the world’s leading alcoholic drinks, has a history of thousands of years, brewing history of the production of wine in China began in 1892. After more than a century of development and evolution, a large number of wine producers have emerged, China has become the world’s largest, most potential wine market. After the reform and opening up, Chinese wine market has undergone tremendous change, the development of large-scale wine production methods, changes in the pattern of industry marketing, many imported wine brands have entered the Chinese market, gave the wine market in China has brought unprecedented opportunities and challenge. In order to accelerate the development of Chinese wine producers, make full use of their own advantages, integrated marketing model, improving brand share, and promote the healthy and rapid development of Chinese wine industry, it is necessary to analyze the current situation of Chinese wine market. Company B, for example, the integration of marketing strategy, thereby enhancing the market competitiveness of the wine business in China, and promote stable and rapid development of Chinese wine market. Company B of the early large-scale enterprises engaged in the production and sale of wine, is a typical representative of Chinese wine producers. This article describes a study of Chinese wine market research purposes, meaning and main research content, represented by B Company, through market segmentation and micro-segmentation, competitive positioning, cognitive theory of value analysis of the situation, as well as Chinese wine industry market analysis, the study of wine consumers needs motivation and consumer psychology and behavior anal