葡萄酒營銷策劃書(中英文對照)(編輯修改稿)
2024-12-06 08:56 本頁面
【文章內容簡介】 渠道占 49%；在零售渠道中，超市和大賣場又占 55%，其余為便利店、專賣店和獨立的食品店等。 (4)distribution status: the wine consumption channel is generally divided into drinkery and retail shop two big the distribute channel is mealamp。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 ： 國際葡萄酒市場的低迷使得 包括中國在內的亞洲國家成為葡萄酒競爭的主戰(zhàn)場，中國無疑將成為這 類 市場的熱門，這為國外葡萄酒提供了有巨大潛力的市場；中國政府鼓勵人民消費更多的葡萄酒和果酒，降低浪費糧食的白酒的消費；隨著生活水平的提高，越來越多的消費者會開始消費進口葡萄酒。 (5)Macro environment analysis: The depression of the international wine market makes the Asian countries including China bee the mai n battle field of wine petition, China will undoubtedly bees the 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 Chinese consumers will begin to consume imported wines. 3. SWOT 和問題分析 amp。Analysis 優(yōu)勢： 本集團有雄厚的經(jīng)濟勢力；有較強的技術勢力；國家政府高度重視西部大開發(fā)并確定了極為優(yōu)惠的進出口政策。 S(strength):Solid economic forces。stronger technological forces。The national government has paid close attention to the development of western regions and confirmed the extremely favourable imports and exports policy. 劣勢： 進口葡萄酒由于只占到中國葡萄酒市場大約 10%的份額，而且經(jīng)銷商主要為國外獨資或者合資銷售型企業(yè)和國內小型貿易商或分銷商。同國內葡萄酒企業(yè)一樣，進口酒不僅要受市場開拓、市場培育和通路運作等方面較高成本費的制約，還要受制于從廠商到消費終端（酒店、賣場、酒吧、 KTV、夜總會等）所發(fā)生的高額進場費和各種推廣促銷費用。 W(weakness): Wines imported from abroad only accounts for about 10% of China wine market, furthermore,most of dealers mainly are foreign Sole
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