进口葡萄酒企业市场开拓问题研究.docVIP

PAGE PAGE 17 进口葡萄酒企业市场开拓问题研究 摘要：随着中国对外开放程度的提高，进出口产品贸易的种类和数量也在不断增多，而葡萄酒作为一种带有外来文化特色的消费产品也在逐渐进入中国。我国经济飞速增长，人均消费水平的提高，健康意识的增强，且人口众多消费市场潜力巨大;进口葡萄酒贸易型公司为追求商业利益;葡萄酒生产大国为开拓海外市场;文化的相互交融使得葡萄酒也逐渐为国人所接受。这些因素都促成了进口葡萄酒逐渐进入中国市场，但进口葡萄酒价格过高，品牌种类繁多，销售渠道单一，国产酒居于垄断地位等因素的存在又阻碍了进口葡萄酒在我国的市场占有量。进一步分析进口葡萄酒在我国的市场现状及如何采取相应的措施来开拓中国市场就显得意义重大。本文运用规范分析法，分析中国进口葡萄酒的市场现状，找出其面临的困境，并根据问题提出开拓进口葡萄酒市场的合理化建议。 关键词：进口葡萄酒市场现状市场开拓 Imported wine business marketing research problem Abstract: With the improvement of the level of Chinas opening, the type and amount of trade of import and export products are growing, and wine as a consumer product with a foreign cultural characteristics are gradually entering China. Our countrys economic is growing rapidly, the rising of per capita consumption level and health awareness, and populous consumer market has great potential; imported wine trade companies to pursue business interests; wine-producing countries to open up overseas markets; mingled culture makes wine gradually accepted by people. The existence of these factors have contributed to the imported wine gradually enter the Chinese market, but the high price of imported wines, a wide range of brands, sales channels for a single, domestic wine monopoly position and other factors has hindered the market share of imported wine in China. Further analysis of the imported wine market situation in our country and how to take appropriate measures to develop the Chinese market, it is of great significance. This paper uses normative analysis, analysis of the market situation of Chinese imports of wine, find difficulties they face, and proposes to open up the imported wine market rationalization recommendations based on issues. Keywords: imported wine market situation market development 一、引言 葡萄酒相对于我国而言，算是一种舶来品，而近年来葡萄酒不仅作为一种消费饮品也作为一种文化正悄悄进入中国。随着我国经济发展水平的日益提升，并自2001年中国加入世界贸易组织以来，中国与世界各大经济体的联系日益密切，我国与世界各国的进出口贸易额呈现逐年上升的趋势，产品也呈现多元化的趋势，进口葡萄酒也随着在国际贸易中进军国内。与此同时，西方各葡萄酒生产国如法国、意大利等国家为开拓新的海外消费市场，拥有近14亿人口，年均国内生产总值保持7%至8%增速的中国无疑具有极大