葡萄酒英文市場營銷策劃書附譯文

時間：2024-08-25 22:18:38 學人智庫

葡萄酒英文市場營銷策劃書（附譯文）

　　The Marketing Plans about Wines

葡萄酒英文市場營銷策劃書（附譯文）

　　1.outline and main point

　　Adopting " xxx " as trade mark and name of product, " AAA factory " as the 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.Marketing status at present

　　(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 people's 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)product status:

　　①domestic:The market price 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.

　　②Overseas: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 increased, 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)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 countries. 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 releasing, thus makes the competition of their brands further promoted.

　　(4)distribution status:

　　 the wine consumption channel is generally divided into drinkery and retail shop two big classes.recently the 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..

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