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1、青島理工大學(xué)琴島學(xué)院QingdaoTechnologicalUniversityQindaoCollege論文題目：張?jiān)Ｆ咸丫破髽I(yè)營銷策略分析學(xué)士學(xué)位論文UNIVERSITYDISSERTATION培養(yǎng)院系：琴島學(xué)院經(jīng)貿(mào)系專業(yè)：市場營銷論文作者：學(xué)號(hào)：20070504011指導(dǎo)教師：2011年6月隨著屮國經(jīng)濟(jì)的持續(xù)發(fā)展和人們收入水平的不斷提高，屮國葡萄酒市場正在進(jìn)入一個(gè)相對(duì)競爭激烈的增長時(shí)期，由于我國葡萄酒關(guān)稅已降至14%,進(jìn)口葡萄酒數(shù)量不斷增加,加之國內(nèi)主要競爭對(duì)手不斷加大市場投入，致使國內(nèi)葡萄酒市場競爭十分激烈。處在中國葡萄酒市場主導(dǎo)地
2、位的張?jiān)９?，將要?yīng)對(duì)這種發(fā)展機(jī)遇與強(qiáng)有力挑戰(zhàn)的市場格局。企業(yè)之間的競爭很大程度上是營銷能力的競爭，市場營銷的成功運(yùn)作會(huì)為金業(yè)創(chuàng)造豐富的利潤資源，為企業(yè)培育自身能力與提高核心競爭能力奠定了良好的基礎(chǔ)。所以營銷策略是企業(yè)決勝市場的關(guān)鍵。營銷策略的好壞也就必然直接關(guān)系到企業(yè)經(jīng)營的盛衰成敗?；跔I銷策略的重要作用，如何設(shè)計(jì)一套適宜的營銷策略，對(duì)企業(yè)來講至關(guān)重要。本文通過對(duì)葡萄酒行業(yè)及張?jiān)９镜姆治龅贸龅囊幌盗袪I銷策略，對(duì)張?jiān)９镜倪M(jìn)一步發(fā)展提供了思路，對(duì)同行業(yè)的其他企業(yè)在營銷策略的改進(jìn)也會(huì)冇一定的參考價(jià)值。關(guān)鍵詞：葡萄酒，營銷策略，張?jiān)Ｆ咸丫艫B
3、STRACTAsChina'ssustainedeconomicdevelopmentandpeopleincomelevelunceasingenhancement,theChinesewinemarketareenteringarelativelycompetitivegrowthperiod,becauseourcountrywinetariffhasfallento14%，importedwineincreasingofquantity,anddomesticmaincompetitorsconstantlyincreasemark
4、etinput,causedomesticwinemarketcompetitionisfierce?InChinesewinemarketleadingpositionofZhangYucompany,willrespondtothisdevelopmentopportunitiesandchallengesofthemarketstructurestrong.Thecompetitionbetweenenterprisesislargelymarketingabilityofcompetition,marketmarketingsucc
5、essoperationcancreaterichprofitsfortheenterpriseresources,tocultivatetheirabilityandimproveenterprisecorecompetitiveabilitytolayagoodfoundation.Somarketingstrategyistheenterprisedeterminesthemarket'skey.Thestandorfallofmarketingstrategywilldirectlyrelatedtoenterprisemanage
6、stheupsanddownsofthesuccessorfailure.Basedontheimportantroleofthemarketingstrategy,howtodesignasetofpropermarketingstrategiesforenterprises,andspeakingisveryimportant.ThisarticlethroughtothewineindustryandZhangYucompanyanalysisobtainsaseriesofmarketingstrategy,toZhangYufur
7、therexpansionofthecompanyprovidesideasofthesameindustryofotherenterprisesinmarketingstrategyimprovementalsocanhavecertainreferencevalue.KEYWORDS：wine,marketingstrategy,ZhangYuwine1緒論41.1背景41.2研究方法51.3研究內(nèi)容51.4國內(nèi)外營銷理論研究現(xiàn)狀51.4.1國外營銷理論研究現(xiàn)狀51.4.2國內(nèi)營銷理論研究現(xiàn)狀61.5研究意義與目的62張?jiān)Ｆ咸丫破髽I(yè)營銷
8、現(xiàn)狀分析82.1張?jiān)Ｆ咸丫平饦I(yè)的簡介82.2產(chǎn)甜價(jià)格方而82.3產(chǎn)品促銷方面82.4張?jiān)Ｆ咸丫破髽I(yè)的競爭分析92.4.1行業(yè)競爭狀況分析92.4.2競爭對(duì)手狀況分析103張?jiān)Ｆ咸?/p>
