汉森酒业营销策略分析.docVIP

汉森酒业营销策略分析 内容摘要 随着屮国经济的发展和人们收入水平的提高,屮国葡萄酒审场止在进入i个相对稳定的 增长时期，由于我国葡萄酒关税已降至14%,进口葡萄酒数景不断增加，加之国内上要竞争 对手不断加大市场投入，致使国内荀萄酒市场竞争十分激烈。金业Z间的竞争很人程度上是 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H少能力 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M场的关健，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來讲至关重要。本文通过对葡萄酒行业及汉森酒业的营销策略分析现其 中的-?些问题并相应地给出对策，希望对汉森酒业的进一步发展提供一些思路。 关键词：汉森葡萄酒营销策略问题与对策 Hansen wine Marketing strategy analysis Abstract With the development of Chinas economy and people income level rise, Chinese wine market is entering a relatively stable period of growth, because our countty wine tariffs have been reduced to 14%, increasing the number of imported wines, in addition to domestic major competitor increasing market investment, the domestic wine market competition is very intense. The competition among enterprises is to a large extent the marketing ability of competition, the successful marketing for enterprises to create the rich profit for the enterprise, cultivate their own ability and to improve the core competitive ability to lay a good foundation? So the marketing strategy is the enterprise the market marketing strategy is the key, it is directly related to the business success or failure of rise and fall. Based on the important role of marketing strategy, how to design a set of appropriate marketing strategies of the enterprise is essential. This article through to the wine industry and Hansen wine marketing strategy analysis, discovers some problems and the corresponding countermeasures to give to Hansen, hoping to provide some ideas for further development of wine industry? Key Words# Hansen wine marketing strategy problems and Countermeasures TOC \o 1-5 \h \z 序言 1 HYPERLINK 图2.2 （-）价格策略分析 酒类销伟根据不同消费群体的消费能力将口标市场分为三类：高、屮、低档，并根据不 同档次制定不同的消费策略：低档酒占山场，屮档酒赚利润，高档酒树形象。从表2. 1 nJ-以 看出目前汉森产品也包括高、屮、低档产品，屮低档供货价区间为9. 2-108元；屮高档供货 价区间为125-238元;高档酒供货价从498-980元。尤其是以人汉森品牌统领屮高低档产品, 主品牌涵盖的价格带太广，各档次产品之间价格差较小，儿乎无法区分，而消费者就更加 无从法价格上区分出所购产品所屈的档次，容易让消费者对品牌的档次认知模糊。 表2.3 高端酒 中端酒 低端酒 价格区1可 498—980 12