葡萄酒營(yíng)銷策劃書(中英文對(duì)照)(編輯修改稿)
2024-12-06 08:56 本頁面
【文章內(nèi)容簡(jiǎn)介】 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 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(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)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 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(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 extremely 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, furthermore,most of dealers mainly are foreign Sole
公司管理相關(guān)推薦
鄂ICP備17016276號(hào)-1