葡萄酒營(yíng)銷策劃書(中英文對(duì)照)WORD

1、文檔可能無法思考全面，請(qǐng)瀏覽后下載! 市場(chǎng)營(yíng)銷策劃書 葡萄酒The Marketing Plans about Wines1. 執(zhí)行概要和要領(lǐng) 1.outline and main point 采用“xxx”作為商標(biāo)和品名，廠名為“AAA廠”；產(chǎn)品定價(jià)為_；采用_(如：地毯式全方位促銷手段)；“xxx”將于_年_月_日前投放市場(chǎng)，目標(biāo)市場(chǎng)為中國(guó)的西南部市場(chǎng)。（根據(jù)廠家的具體產(chǎn)品和供貨時(shí)間而定）Adopting xxx as trade mark and name of product, AAA factory as the name of the factory; The pricing of

2、 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)

3、2. 目前營(yíng)銷狀況 2.Marketing status at present (1)市場(chǎng)狀況：葡萄酒是國(guó)際酒類市場(chǎng)中僅次于啤酒的第二大流行飲料酒，但在我國(guó)，目前還是一個(gè)小酒種，年產(chǎn)量多年來一直在萬噸左右徘徊，還不到全國(guó)酒類產(chǎn)品總量的。我國(guó)葡萄酒的人均消費(fèi)量?jī)H是當(dāng)前世界平均消費(fèi)水平的。近年來，隨著人們生活水平和健康意識(shí)的提高，飲食觀念的變化，加上各種媒體對(duì)葡萄酒的宣傳，使我國(guó)葡萄酒市場(chǎng)發(fā)展很快，尤其是干紅葡萄酒更是當(dāng)前消費(fèi)的熱點(diǎn)。從這個(gè)角度看，我國(guó)葡萄酒的潛在市場(chǎng)十分廣闊。(1)Market status:The wine is the second largest popular bever

4、age 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 produ

5、ct. 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 cou

6、ntry 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. 6 / 7(2) 產(chǎn)品狀況：(2)product status:國(guó)內(nèi)：我國(guó)葡萄酒市場(chǎng)價(jià)格從年以來一直是呈上升趨勢(shì)，特別是干紅葡萄酒的價(jià)格上升幅度很大，依品牌不同，每瓶（亳升）從元上升元不等，其它種類葡萄酒的價(jià)格也有不同程度的上升。domestic:The market p

7、rice of wine in China has been on the rise all the time since 1996, especially the price of the claret is very large in ascensional range, prices different depends on the brands, each bottle (750ml) rises from 25 yuan to 40-60 yuan, the price of wine of other kinds has rising in various degree too.

8、國(guó)外：國(guó)外的葡萄酒質(zhì)量一般較國(guó)內(nèi)的好，價(jià)格也隨著關(guān)稅的降低在逐漸降低，再加上銷售渠道的擴(kuò)展和消費(fèi)者逐漸增加葡萄酒知識(shí)，國(guó)外的產(chǎn)品將被消費(fèi)者接受，所以現(xiàn)在洋葡萄酒進(jìn)入國(guó)內(nèi)市場(chǎng)要比過去容易。Overseas:the quality of domestic wine is better than that of overseas,and the price is also reduced gradually with the decrease of the tariff too,and with the sale channel expanded and wine knowledage increa

9、sed, more and more foreign products therefore be adopted by chinese consumers,as a result, foreign wine enters the domestic market now is more easily then the past. (3)競(jìng)爭(zhēng)狀況：競(jìng)爭(zhēng)格局相對(duì)穩(wěn)定。目前國(guó)內(nèi)張?jiān)＃L(zhǎng)城，王朝三大品牌平分秋色，占據(jù)了國(guó)內(nèi)約52的市場(chǎng)，再加上十幾個(gè)分別是來自于法國(guó)、意大利等國(guó)的進(jìn)口品牌。大多數(shù)國(guó)產(chǎn)品牌只能囿于某一地區(qū)爭(zhēng)奪立足之地，缺乏市場(chǎng)競(jìng)爭(zhēng)力，更沒有角逐國(guó)際市場(chǎng)的能力。而由于國(guó)內(nèi)對(duì)葡萄酒類產(chǎn)品進(jìn)口關(guān)稅

10、的降低，國(guó)外葡萄酒進(jìn)入中國(guó)的壁壘降低，從而使得其品牌的競(jìng)爭(zhēng)力得到進(jìn)一步提升。(3)competition status:The competition is relatively stable. At present, domestic Zhang Yu, Great Wall, Dynasty, these three major brands occupy half of domestic market, 52% or so. in addition,dozens of foreign brands from such as France, Italy, and other else co

11、untries. Most of domestic brands only focus their eyes on a certain region and sell their product to limited places,they are lack of marketing competition and without enougn ability to enter in the international market. In virtue of tariff decreasing and barrier of foreign wines entering China relea

12、sing, thus makes the competition of their brands further promoted. (4)分銷狀況：葡萄酒的消費(fèi)渠道一般分為餐飲酒店和商超零售兩大類，目前的渠道分布現(xiàn)狀是餐飲酒店渠道占51%，零售渠道占49%；在零售渠道中，超市和大賣場(chǎng)又占55%，其余為便利店、專賣店和獨(dú)立的食品店等。(4)distribution status: the wine consumption channel is generally divided into drinkery and retail shop two big classes.recently the

13、 distribute channel is meal&drink shop accounts for 51%, retail accounts for 49%; In the retail channel, supermarket and large sales field account for 55% , the others are convenience store, monopolized shop and independent food supply retail shop,etc. (5)宏觀環(huán)境分析：國(guó)際葡萄酒市場(chǎng)的低迷使得包括中國(guó)在內(nèi)的亞洲國(guó)家成為葡萄酒競(jìng)爭(zhēng)的主戰(zhàn)場(chǎng)，中國(guó)

14、無疑將成為這類市場(chǎng)的熱門，這為國(guó)外葡萄酒提供了有巨大潛力的市場(chǎng)；中國(guó)政府鼓勵(lì)人民消費(fèi)更多的葡萄酒和果酒，降低浪費(fèi)糧食的白酒的消費(fèi)；隨著生活水平的提高，越來越多的消費(fèi)者會(huì)開始消費(fèi)進(jìn)口葡萄酒。 (5)Macro environment analysis: The depression of the international wine market makes the Asian countries including China become the main battle field of wine competition, China will undoubtedly becomes the

15、 focus of such crazy market. This helps to provide a great market full of potential for the foreign wines;China government encourages Chinese people to consume more wine and fruit wine, reduces the consumption of Chinese white wines ; With the improvement of the living standard, more and more Chines

16、e consumers will begin to consume imported wines. 3. SWOT和問題分析 3.SWOT&Analysis優(yōu)勢(shì)：本集團(tuán)有雄厚的經(jīng)濟(jì)勢(shì)力；有較強(qiáng)的技術(shù)勢(shì)力；國(guó)家政府高度重視西部大開發(fā)并確定了極為優(yōu)惠的進(jìn)出口政策。S(strength):Solid economic forces;stronger technological forces;The national government has paid close attention to the development of western regions and confirmed the e

17、xtremely favourable imports and exports policy. 劣勢(shì)：進(jìn)口葡萄酒由于只占到中國(guó)葡萄酒市場(chǎng)大約10%的份額，而且經(jīng)銷商主要為國(guó)外獨(dú)資或者合資銷售型企業(yè)和國(guó)內(nèi)小型貿(mào)易商或分銷商。同國(guó)內(nèi)葡萄酒企業(yè)一樣，進(jìn)口酒不僅要受市場(chǎng)開拓、市場(chǎng)培育和通路運(yùn)作等方面較高成本費(fèi)的制約，還要受制于從廠商到消費(fèi)終端（酒店、賣場(chǎng)、酒吧、KTV、夜總會(huì)等）所發(fā)生的高額進(jìn)場(chǎng)費(fèi)和各種推廣促銷費(fèi)用。W(weakness): Wines imported from abroad only accounts for about 10% of China wine market, furt

18、hermore,most of dealers mainly are foreign Sole proprietorship corporation or joint venture company, and domestic minitype merchant or distributers.The same as domestic wine enterprise, imported wines is not only restricted by high cost aspects such as market exploring, market cultivating, marketig

19、operation,etc.but aslo restricted by high admission fee caused by manufacturer and consumption terminal (such as drinkery,groggery,KTV,night club,etc.) and various promotion expense.機(jī)會(huì)：中國(guó)葡萄酒近幾年一直以超過10%的增長(zhǎng)速度發(fā)展，加之中國(guó)葡萄酒高中低產(chǎn)品市場(chǎng)份額將呈現(xiàn)出5：4：1的格局，中低端市場(chǎng)的利潤(rùn)率長(zhǎng)期在11%左右徘徊，高端市場(chǎng)利潤(rùn)率卻高達(dá)30%至50%，而中高端產(chǎn)品恰恰是國(guó)外葡萄酒在中國(guó)市場(chǎng)的主要形式

20、。巨大的市場(chǎng)潛力與誘人的行業(yè)前景對(duì)國(guó)外葡萄酒生產(chǎn)企業(yè)產(chǎn)生強(qiáng)大的吸引力。O(opportunity): The Chinese wine has been developed with more than 10% growth rate all the time in recent years,moreover Chinese high, middle and low level wine share the whole chinese wine market as the proportion of 5:4:1 respectively, the profit rate of middle a

21、nd low level market is wondering up and down in 11% for a long time,but the profit rate of advanced market is up to 30% to 50%, above all, high and middle level products is the main type of forign wine in China. Great marketi g potential and brightest wine market foreground are the strong attraction

22、 towards forign wine manufacturers.威脅：市場(chǎng)競(jìng)爭(zhēng)激烈，起伏大。T(threat) :fierce competion in theChina wine market.綜上所述，應(yīng)當(dāng)首先利用國(guó)家對(duì)西南部的政策傾斜優(yōu)勢(shì)和本集團(tuán)的資金技術(shù)優(yōu)勢(shì)，在自己熟悉的西南地區(qū)采取全方位的促銷和分銷手段，以最強(qiáng)的競(jìng)爭(zhēng)力迅速占領(lǐng)盡可能多的本地市場(chǎng)份額。In sum, we should first utilize the technological advantages and fund supports,also the China favourable policy of t

23、he southwest, adopt omni-directional promotion and distribution means in the southwest that is known well ourselves, capture local market share as much as possible rapidly with the strongest competitiveness. 4. 目標(biāo) 4.goal財(cái)務(wù)目標(biāo)： 略 營(yíng)銷目標(biāo)：成本毛利率達(dá)到200%。 Markting goal:Cost and Gross margin is up to 200%.5. 營(yíng)

24、銷戰(zhàn)略：5.marketing strategy 目標(biāo)市場(chǎng)：中國(guó)西南部，主要包括貴州，云南，廣西，重慶，四川等。Target market: the southwest of China, mainly including Guizhou, Yunan, Guangxi, Chongqing, Sichuan, etc.定位：高級(jí)白領(lǐng)，商務(wù)消費(fèi)等中高端的消費(fèi)群；年輕的白領(lǐng)小資等消費(fèi)群體。Orientation:Senior white collar, advanced consumption group in the commercial affair ;petty bourgeoisie s

25、uch as the young white collar, etc. 分銷：大型飯店，葡萄酒專賣店，其他零售渠道。Distribution:The large-scale hotel, the monopolized shop of wine, other retail channels. 銷售隊(duì)伍：在西南部各省份成立了專門的銷售中心,銷售人數(shù)達(dá)到2000人。Sale team:technical sale centers have been established in every province of the southwest,and the sales force is up to 2000. 服務(wù)：設(shè)立專門的售后服務(wù)網(wǎng)點(diǎn)進(jìn)行實(shí)時(shí)跟蹤 。Service:Set up special after-sale service site to track in real time .廣告：電臺(tái)，電視，報(bào)紙，廣告牌等 。Advertisement:broadcasting station,TV,papers,billboard