张裕酒业营销策略分析.docVIP

本文在针对张裕酒业的营销策略研究的基础上，结合张裕鲜明的品牌特征，以及 其在品牌创立的过程中推出红酒系列，还有形成了张裕就业独特的风格。直到2015 年，我国的红酒行业的大环境出现了变化，所有红酒行业中的高端市场销售量都在严 重的下降，很多一线品牌的酒业都开始折价，这种情况也愈演愈烈，因此张裕酒业在 面对着外來的品牌和强烈的产品竞争下，很难在如此激烈的市场竞争中逐渐发展起 來。所以，本文针对张裕酒业市场营销过程中存在的一定问题进行研究，为现阶段红 酒市场具体的营销战略，例如：加大推销力度、培养营销人才、挖掘潜在客户、注重 配套服务等等，同时提出适合张裕酒业未來发展方向提出了理论借鉴和实践的指导意 义。 关键词：张裕红酒行业营销策略 Zhangyu wine marketing strategy analysis Abstract based on the study of zhangyu wine marketing strategy on the basis of, combined with the feature of zhangyu distinctive brand, and in the process of brand creation red wine series, and formed the unique style of zhangyu employmen匸 Until 2015, when the wine industry in our countrys environment has changed, all of the sales of high-end market in the wine industry in serious decline, a lot of first-line brand wine industry are at a discount, it is also worse, so zhangyu wine in facing the foreign brands and strong product competition, it is difficult to in such fierce market competition gradually developed. Zhangyu wine, the author of this paper, therefore, some problems exist in the process of marketing research, at present the wine market specific marketing strategies, such as: increase the intensity of promoting and cultivating marketing talents, mining potential customers, pay attention to supporting services, etc., and puts forward suitable for zhangyu wine for the future development direction is put forward theoretical reference and practical guiding significance. Keywords: zhangyu wine industry marketing strategy 目 录 TOC \o 1-5 \h \z 摘 要 I HYPERLINK \h \z HYPERLINK \l bookmark28（五）张裕酒业的SWOT分析 - 9 - HYPERLINK \l bookmark30四、 张裕酒业营销发展的良好策略 -11 - HYPERLINK \l bookmark32（-）打造良好的品牌定位，凸显张裕特色 - 11 - 1?凸显品牌特色 -11 - 2?做好品牌宣传 -11 - HYPERLINK \l bookmark34（-）优化品牌结构，谋求品牌发展 -12 - 1?重视市场营销 -12 - 2?重点培养营销人员 -12 - HYPERLINK \l bookmark36（三） 调整营销战略，打造良好品牌形象 - 12 - HYPERLINK \l bookmark38（四） 建立健全体系，全而为品牌建设服务 - 12 - HYPERLINK \l bookmark40（五） 强化公司内部的沟通与合作 -12 - HYPERLINK \l bookmark42（六） 加