葡萄酒营销策划书(中英文对照).pdfVIP

市场营销策划书 葡萄酒 The Marketing Plans about Wines 1.执行概要和要领 1.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) 2. 目前营销状况 2.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２０万吨左右徘徊， 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 １／２０。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。 (1)Market status: The wine is the second largest popular beverage wine and second-lowest only to beer in the international drink market, but in our country, it is just only a small wine at present, the annual production has been wandering up and down about 200,000 tons all the time for many years, 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 of consumption on average in recent times. At present, with the improvement of peoples living standard and health consciousness, the change of the diet idea, and various propaganda of the wine, making the wine market of our country develop quickly, especially the claret is a focus of present consumption. Look from this angle, the potential market of the wine of our country is very broad. (2)产品状况： (2)product status: ① 国内：我国葡萄酒市场价格从１９９６年以来一直是呈上升趋势，