葡萄酒营销策划书

市场营销策划书葡萄酒TheMarketingPlansaboutWines1.执行大纲和要领andmainpoint采用“xxx作”为商标和品名，厂名为“AAA厂”；产品定价为_____；采用______(如：地毯式全方向促销手段)；“xxx将”于___年___月___日前投放市场，目标市场为中国的西南部市场。（依照厂家的详尽产品和供货时间而定）Adopting"xxx"astrademarkandnameofproduct,"AAAfactory"asthenameofthefactory;Thepricingofproductsis__________;Adopting______(Forinstance:Carpettypeomni-directionalsalespromotionmethod);"xxx"Willbeputintothemarketbefore___(day)___(Month)___(Year,)thetargetmarketisthesouthwestofChina.(dependsontheconcreteproductsandtimeofdeliveringtheproducts)2.当前营销状况statusatpresent(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，当前还是一个小酒种，年产量多年来素来在２０万吨左右徘徊，还不到全国酒类产品总量的１％。我国葡萄酒的人均花销量仅是当前生界平均花销水平的１／２０。近来几年来，随着人们生活水平和健康意识的提升，饮食看法的变化，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，特别是干红葡萄酒更是当前花销的热门。从这个角度看，我国葡萄酒的潜藏市场十分广阔。(1)Marketstatus:Thewineisthesecondlargestpopularbeveragewineandsecond-lowestonlytobeerintheinternationaldrinkmarket,butinourcountry,itisjustonlyasmallwineatpresent,theannualproductionhasbeenwanderingupanddownabout200,000tonsallthetimeformanyyears,evenlessthan1%ofthenationaltotalamountofalcoholproduct.Consumptionpercapitawineofourcountryisonly1/20ofthelevelofconsumptiononaverageinrecenttimes.Atpresent,withtheimprovementofpeople'slivingstandardandhealthconsciousness,thechangeofthedietidea,andvariouspropagandaofthewine,makingthewinemarketofourcountrydevelopquickly,especiallytheclaretisafocusofpresentconsumption.Lookfromthisangle,thepotentialmarketofthewineofourcountryisverybroad.(2)产品状况：(2)productstatus:①国内：我国葡萄酒市场价格从１９９６年以来素来是送上升趋势，特别是干红葡萄酒的价格上升幅度很大，依品牌不相同，每瓶（７５０亳升）从２５元上升４０～６０元不等，其他种类葡萄酒的价格也有不相同程度的上升。domestic:ThemarketpriceofwineinChinahasbeenontheriseallthetimesince1996,especiallythepriceoftheclaretisverylargeinascensionalrange,pricesdifferentdependsonthebrands,eachbottle(750ml)risesfrom25yuanto40-60yuan,thepriceofwineofotherkindshasrisinginvariousdegreetoo.②外国：外国的葡萄酒质量一般较国内的好，价格也随着关税的降低在逐渐降低，再加上销售渠道的扩展和花销者逐渐增加葡萄酒知识，外国的产品将被花销者接受，所以现在洋葡萄酒进入国内市场要比过去简单。Overseas:thequalityofdomesticwineisbetterthanthatofoverseas,andthepriceisalsoreducedgraduallywiththedecreaseofthetarifftoo,andwiththesalechannelexpandedandwineknowledageincreased,moreandmoreforeignproductsthereforebeadoptedbychineseconsumers,asaresult,foreignwineentersthedomesticmarketnowismoreeasilythenthepast.(3)竞争状况：竞争格局相对牢固。当前国内张裕，长城，王朝三大品牌均分秋景，据有了国内约52％的市场，再加上十几个分别是来自于法国、意大利等国的进口品牌。大多数国产品牌只能囿于某一地区强抢立足之地，缺乏市场竞争力，更没有角逐国际市场的能力。而由于国内对葡萄酒类产品进口关税的降低，外国葡萄酒进入中国的壁垒降低，从而使得其品牌的竞争力获取进一步提升。(3)competitionstatus:Thecompetitionisrelativelystable.Atpresent,domesticZhangYu,GreatWall,Dynasty,thesethreemajorbrandsoccupyhalfofdomesticmarket,52%orso.inaddition,dozensofforeignbrandsfromsuchasFrance,Italy,andotherelsecountries.Mostofdomesticbrandsonlyfocustheireyesonacertainregionandselltheirproducttolimitedplaces,theyarelackofmarketingcompetitionandwithoutenougnabilitytoenterintheinternationalmarket.InvirtueoftariffdecreasingandbarrierofforeignwinesenteringChinareleasing,thusmakesthecompetitionoftheirbrandsfurtherpromoted.(4)分销状况：葡萄酒的花销渠道一般分为餐饮酒店和商超零售两大类，当前的渠道分布现状是餐饮酒店渠道占51%，零售渠道占49%；在零售渠道中，商场和大卖场又占55%，其他为便利店、专卖店和独立的食品店等。(4)distributionstatus:thewineconsumptionchannelisgenerallydividedintodrinkeryandretailshoptwobigthedistributechannelismeal&drinkshopaccountsfor51%,retailaccountsfor49%;Intheretailchannel,supermarketandlargesalesfieldaccountfor55%,theothersareconveniencestore,monopolizedshopandindependentfoodsupplyretailshop,etc..(5)宏观环境解析：国际葡萄酒市场的低迷使得包括中国在内的亚洲国家成为葡萄酒竞争的主战场，中国无疑将成为这类市场的热门，这为外国葡萄酒供应了有巨大潜力的市场；中国政府激励人民花销更多的葡萄酒和果酒，降低浪费粮食的白酒的花销；随着生活水平的提升，越来越多的花销者会开始花销进口葡萄酒。(5)Macroenvironmentanalysis:ThedepressionoftheinternationalwinemarketmakestheAsiancountriesincludingChinabecomethemainbattlefieldofwinecompetition,Chinawillundoubtedlybecomesthefocusofsuchcrazymarket.Thishelpstoprovideagreatmarketfullofpotentialfortheforeignwines;ChinagovernmentencouragesChinesepeopletoconsumemorewineandfruitwine,reducestheconsumptionofChinesewhitewines;Withtheimprovementofthelivingstandard,moreandmoreChineseconsumerswillbegintoconsumeimportedwines.SWOT和问题解析&Analysis优势：本企业有雄厚的经济权利；有较强的技术权利；国家政府高度重视西部大开发并确定了极为优惠的进出口政策。S(strength):Solideconomicforces;strongertechnologicalforces;Thenationalgovernmenthaspaidcloseattentiontothedevelopmentofwesternregionsandconfirmedtheextremelyfavourableimportsandexportspolicy.劣势：进口葡萄酒由于只占到中国葡萄酒市场大体10%的份额，而且经销商主要为外国独资也许合资销售型企业和国内小型贸易商或分销商。同国内葡萄酒企业相同，进口酒不但要受市场开拓、市场培育和通路运作等方面较高成本费的限制，还要受制于从厂商到花销终端（酒店、卖场、酒吧、KTV、夜总会等）所发生的高额进场费和各种推行促销花销。W(weakness):Winesimportedfromabroadonlyaccountsforabout10%ofChinawinemarket,furthermore,mostofdealersmainlyareforeignSoleproprietorshipcorporationorjointventurecompany,anddomesticminitypemerchantorsameasdomesticwineenterprise,importedwinesisnotonlyrestrictedbyhighcostaspectssuchasmarketexploring,marketcultivating,marketigoperation,aslorestrictedbyhighadmissionfeecausedbymanufacturerandconsumptionterminal(suchasdrinkery,groggery,KTV,nightclub,etc.)andvariouspromotionexpense.机遇：中国葡萄酒近几年素来以高出10%的增加速度发展，加之中国葡萄酒高中低产品市场份额将表现出5：4：1的格局，中低端市场的利润率长远在11%左右徘徊，高端市场利润率却高达30%至50%，而中高端产品恰巧是外国葡萄酒在中国市场的主要形式。巨大的市场潜力与诱人的行业远景对外国葡萄酒生产企业产生富强的吸引力。O(opportunity):TheChinesewinehasbeendevelopedwithmorethan10%growthrateallthetimeinrecentyears,moreoverChinesehigh,middleandlowlevelwinesharethewholechinesewinemarketastheproportionof5:4:1respectively,theprofitrateofmiddleandlowlevelmarketiswonderingupanddownin11%foralongtime,buttheprofitrateofadvancedmarketisupto30%to50%,aboveall,highandmiddlelevelproductsisthemaintypeofforignwineinChina.Greatmarketigpotentialandbrightestwinemarketforegroundarethestrongattractiontowardsforignwinemanufacturers.威胁：市场竞争激烈，起伏大。T(threat):fiercecompetionintheChinawinemarket.综上所述，应当第一利用国家对西南部的政策倾斜优势和本企业的资本技术优势，在自己熟悉的西南地区采用全方向的促销和分销手段，以最强的竞争力迅速据有尽可能多的当地市场份额。Insum,weshouldfirstutilizethetechnologicaladvantagesandfundsupports,alsotheChinafavourablepolicyofthesouthwest,adoptomni-directionalpromotionanddistributionmeansinthesouthwestthatisknownwellourselves,capturelocalmarketshareasmuchaspossiblerapidlywiththestrongestcompetitiveness.目标财务目标：略营销目标：成本毛利率达到200%。Marktinggoal:CostandGrossmarginisupto200%.营销战略：strategy目标市场：中国西南部，主要包括贵州，云南，广西，重庆，四川等。Targetmarket:thesouthwestofChina,mainlyincludingGuizhou,Yunan,Guangxi,Chongqing,Sichuan,etc.定位：高级白领，商务花销等中高端的花销群；年轻的白领小资等花销集体。Orientation:Seniorwhitecollar,advancedconsumptiongroupinthecommercialaffair;pettybourgeoisiesuchastheyoungwhitecollar,etc.分销：大型饭店，葡萄酒专卖店，其他零售渠道。Distribution:Thelarge-scalehotel,themonopolizedshopofwine,otherretailchannels.销售队伍：在西南部各省份成立了特地的销售中心,销售人数达到2000人。Saleteam:technicalsalecentershavebeenestablishedineveryprovinceofthesouthwest,andthesalesforceisupto2000.服务：成立特地的售后服务网点进行实时追踪。Service:Setupspecialafter-saleservicesitetotrackinrealtime.广告：电台，电视，报纸，广告牌等。Advertisement:broadcastingstation,TV,papers,billboard,etc.促销：推行葡萄酒文化流传有奖知识问答，免费品尝