葡萄酒營(yíng)銷策劃書(中英文對(duì)照)-文庫(kù)吧
2025-09-27 08:56 本頁(yè)面
【正文】 以來(lái)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（７５０亳升）從２５元上升４０～６０元不等，其它種類葡萄酒的價(jià)格也有不同程度的上升。 ① domestic: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 4060 yuan, the price of wine of other kinds has rising in various degree too. ② 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(guò)去容易。 ② 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 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)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(lái)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(méi)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)petition status:The petition 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 petition 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 petition 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
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