上市策劃方案 葡萄酒上市策劃方案

1、上市策劃方案 葡萄酒上市策劃方案葡萄酒上市策劃報(bào)告(wine listed planning report for backsberg wine)一、桂林葡萄酒市場概況(introduction to wine market in guilin)（一）目前市場(current market)目前在桂林市場上銷售的葡萄酒品種繁多，其中本土品牌有：長城、張?jiān)?、王朝、威龍、通化、華東、白洋河、云南紅、冰玫瑰及永福山等。主要在專賣店、大小超市、批發(fā)市場及零售店等。其中永福山為山野葡萄酒，價(jià)格便宜加上其為桂林本地品牌，很受桂林市民的歡迎。there are currently several wines

2、 in guilin market,including changcheng,zhangyu,wangchao,weilong,tonghua,huadong,baiyanghe,yunnanhong,icerose and yongfushang which is produced in the local place,also, is popular in guilin.all of these wine are domestic products.在桂林市場上銷售的國外品牌有：芝華士、人頭馬、伏特加、軒尼詩等，主要是在名酒專賣店和各星級賓館、酒店銷售。guilin also has so

3、me foreign wines such as chivas, v odka,piyaer,matell,martini, xo,which are sale in star hotels ,restaurants and shops.（二）桂林市場各葡萄酒品牌的價(jià)格(price)1、國產(chǎn)品牌(domestic pands )長城葡萄酒市場價(jià)格(changcheng wine)(張?jiān)? 紅酒市場價(jià)格(changyu wine)規(guī)格(specifications ) (750ml)其他品牌(the rest pand)2、國外品牌(foreign pands)（1）芝華士(chivas)（支）

4、：428rmb/two bottles（shop price）(專賣店)（2）人頭馬(xo)（v.o.s.p ）：360元（shop price）(專賣店)（3）人頭馬特級:420rmb （專賣店）（shop price）（4）路易十三：9888元（專賣店）（shop price）（5）芝華士特級：4628元（專賣店）（shop price）3、價(jià)格分析(price analysis)（1）從上表可看出，國產(chǎn)葡萄酒已經(jīng)形成從高到低而且比較完整的價(jià)格體系，同時(shí)以低價(jià)策略為主要競爭手段，這源于國產(chǎn)品牌的成本優(yōu)勢以及大眾化戰(zhàn)略，即以優(yōu)先占領(lǐng)市場為出發(fā)點(diǎn)。from the table, we can

5、see that the domestic wines had formed a relativelycomplete revolutions price system, and low-cost strategies is the main means of this stems because of the cost advantages and popular domestic pand strategy.it is as a starting point to occupy the markets priority.（2）進(jìn)口葡萄酒的價(jià)格偏高且價(jià)格單一，由于產(chǎn)品的單一從而沒有形成完整的

6、價(jià)格體系，消費(fèi)者選擇余地比較小，阻礙其對進(jìn)口葡萄酒的消費(fèi)。the imported wine prices is high , and the wines has not formed a complete price system and the consumer s choice is relatively small, which hindered the imported wine consumption.（3）由于銷售渠道、市場開拓成本及利潤空間的不同，無論是國產(chǎn)葡萄酒還是進(jìn)口葡萄酒，在不同的消費(fèi)市場其價(jià)格也不一樣，酒店的葡萄酒價(jià)格比市場價(jià)高。 because of differen

7、t sales channels, marketing costs and profits of the space, the domestically produced and the imported wine have different prices and consumer markets, more importantly ,the prices of the wines which are sold in the hotel is high than market prices.（三）銷售渠道及消費(fèi)趨勢(distribution channels and consumption

8、trends)目前桂林市場上的葡萄酒分為兩大銷售渠道：一是以銷售中低檔葡萄酒為主的超市、批發(fā)市場及零售店等，絕大部分銷售國產(chǎn)品牌；二是以銷售中高檔葡萄酒為主的專賣店及高級餐飲酒店等，主要銷售國產(chǎn)三大品牌長城、張?jiān)：屯醭闹懈邫n產(chǎn)品和國外品牌。從這我們可以看出，由于受價(jià)格、消費(fèi)習(xí)慣、品牌知名度、口味、產(chǎn)品體系及市場推廣等因素的影響，進(jìn)口葡萄酒的消費(fèi)市場比較夾窄。但這種情況將隨著國家政策及葡萄酒文化的普及而逐步改變：一是葡萄酒關(guān)稅的進(jìn)一步下調(diào)，x年關(guān)稅由現(xiàn)在的14%下調(diào)為零；二是新的消費(fèi)稅管理辦法已于x年7月1日實(shí)施，辦法規(guī)定進(jìn)口葡萄酒的消費(fèi)稅可以中間的消費(fèi)環(huán)節(jié)相抵；三是由于企業(yè)和媒體的宣傳推廣，

9、葡萄酒的健康消費(fèi)理念正逐步被消費(fèi)者所接受。根據(jù)專家預(yù)測，從現(xiàn)在到x年，葡萄酒的高中低消費(fèi)比例由現(xiàn)在的1：4：5轉(zhuǎn)變到5：4：1。這對以銷售中高檔為主的進(jìn)口葡萄酒來說，是打開市場的最佳時(shí)期。the wines market is divided into two sales channels in guilin : first, domestic wines are mainly sold in the supermarket , the wholesale markets and the retail outlets;second, the foreign wines and the thre

10、e domestim wines such as great wall pand, zhangyu and wangchao, which as the high-grade products are sold in the star hotels,restaurants and shops. from this we can see that as a result of prices, consumption habits, pand recognition, taste, product systems and the impact of factors that make the im

11、port wine market has a relatively narrow clip. but this environment is changing, beause the new policy was implemented and the wine culture is gradually popular.for example, firstly, the wine tariffs are further downward., from the present 14% to zero by x; secondly,the new consumption tax managemen

12、t approach was implemented on july 1, x; the thirst, .acording to the enterprises and the media publicity, wine consumption health concepts are gradually accepted by consumers. according to some experts, that the consumption of the high-grade wine will shift 1:4:5 to 5:4:1 from x to x. this is usefu

13、l to the imported wines and it is the best time to open up the market in guilin.（四）葡萄酒的購買動(dòng)機(jī)(wine purchase motivation)目前中國人還沒有形成進(jìn)口葡萄酒的消費(fèi)習(xí)慣，相對穩(wěn)定的消費(fèi)群體是國際商務(wù)人員、在華工作或旅游的外籍人士及城市白領(lǐng)，目前進(jìn)口葡萄酒的競爭主要集中在這三個(gè)消費(fèi)領(lǐng)域。這些人員又有不同的消費(fèi)取向：國際商務(wù)人員主要是社交需要，這部分人認(rèn)同進(jìn)口葡萄酒的高品質(zhì)；在華外籍人士來自葡萄酒消費(fèi)文化普及的國家，他們把葡萄酒當(dāng)作生活必需品來消費(fèi)；城市白領(lǐng)消費(fèi)進(jìn)口葡萄酒則是展示身份和時(shí)尚追求

14、的需要。除此之外的主要消費(fèi)是假日購買行為，即在國家傳統(tǒng)節(jié)假日，消費(fèi)者對葡萄酒的臨時(shí)需求，其目的是營造家庭團(tuán)聚氛圍或親朋好友之間的禮尚往來。at present, chinese people have not yet taken shape to drink the import wines, the relatively stable consumer groups are international businessmen , foreigners who work or travel in china and white-collar,.the competition for the i

15、mported wine consumption is mainly in the three areas. these people have different consumption trends : the international businessmen drink the import wines is primarily social needs, they agree with the high-quality wine; foreigners drinking wines is as the necessities to their wine consumption hab

16、its; the white-collar dringking wine is the need for the display of their identity and fashion. in addition ,the major consumer behavior is in a holiday, for example, the consumer demand wines in the traditional holidays, the purpose of which is to create a family reunion atmosphere or the interacti

17、on between relatives and friends.二、桂林進(jìn)口葡萄酒市場的挑戰(zhàn)和機(jī)會(huì)( challenges and opportunities)（一）進(jìn)口葡萄酒面臨的挑戰(zhàn)(the challenge for the imported wines)1、國產(chǎn)葡萄酒已經(jīng)完成戰(zhàn)略布局?，F(xiàn)階段，國產(chǎn)葡萄酒已經(jīng)在全國一二級城市完成部署并占有90%的市場份額，桂林市場也形成了以國產(chǎn)三大品牌長城、張?jiān)?、王朝為主的競爭態(tài)勢，控制了中低檔消費(fèi)市場?？梢哉f，進(jìn)口葡萄酒的最大競爭對手是國產(chǎn)葡萄酒。the domestic wines have been completed strategic lay

18、out. at the present stage, the domestic wines, including the great wall, zhangyu and wangchao, have occupied the secondary cities in the country and have completed 90% of the market share,it is the same to guilin market.they controlled the major consumer markets. it can be said that the biggest comp

19、etitor of the imported wine is the domestic wines.2、滯后的葡萄酒消費(fèi)文化。葡萄酒的消費(fèi)其實(shí)就是一種文化消費(fèi)，是對時(shí)尚、品質(zhì)、健康及地位的訴求，但中國的葡萄酒消費(fèi)文化尚屬于起步階段，離“普及”二字還遙遙無期，雖然高端消費(fèi)者正在逐步成長和成熟，但還遠(yuǎn)沒有滿足需要。backward wine consumption culture. the wine consumption is actually a culture of consumption for fashion, quality, health status and aspirations

20、, but the wine consumption in china is still at the elementary stage , although consumer is gradually grow and mature, but it is far away from matching the needs.3、消費(fèi)習(xí)性的改變。根據(jù)一項(xiàng)權(quán)威調(diào)查，中國消費(fèi)者對進(jìn)口葡萄酒口味的關(guān)注位于價(jià)格之后居第二位，最典型的例子是中國消費(fèi)者喜歡在葡萄酒中添加雪碧，這從側(cè)面說明葡萄酒的口味還不適合中國消費(fèi)者。雖然都市白領(lǐng)、國際商務(wù)人士、政府官員已接受進(jìn)口葡萄酒的高品質(zhì)口味，但進(jìn)口葡萄酒要想進(jìn)一步打開

21、中國市場，滿足大眾口味是必須解決的問題，否則只能是曲高和寡。the change of consumption habits. chinese consumers concern the taste when they buy the imported wines,according to an authoritys survey ,the most typical example is that the chinese consumers like to add sprite in wine,which indirectly means the taste of the wines are

22、not suitable for chinese consumers. if the imported wines want to further open chinas market , it is an issue that to meet the other people taste must be addressed, while white-collar, international business people, government officials have accepted the taste of the high-quality wines,otherwise onl

23、y too highpow.4、營銷網(wǎng)絡(luò)不健全。由于缺乏足夠的網(wǎng)絡(luò)支持，進(jìn)口葡萄酒的銷售市場主要是一些高檔餐飲、酒店，消費(fèi)群體則以中高收入者為主，面對大眾的銷售網(wǎng)絡(luò)尚沒有建立健全。inadequate marketing networks. the imported wine market is mainly in restaurants and star hotels, because of the lack of sufficient support network.most of the consumers are the high-income persons, in the face

24、 of mass marketing network have not yet to be established.（二）影響進(jìn)口葡萄酒消費(fèi)的因素(factors affecting imported wine consumption)1、價(jià)格因素。相對國產(chǎn)葡萄酒，進(jìn)口葡萄酒的價(jià)格偏高，但這種情況將隨著關(guān)稅和消費(fèi)稅的下調(diào)而改變。price factors. the imported wine prices is high than domestic wine prices, but this will decline because the traffics and taxes changes

25、.2、消費(fèi)習(xí)慣。中國的酒文化是以白酒和啤酒文化為統(tǒng)治地位的，消費(fèi)人群含蓋了草根階層和富裕階層，葡萄酒特別是進(jìn)口葡萄酒消費(fèi)則很少能進(jìn)入尋常百姓家。進(jìn)口葡萄酒的口味也是影響其消費(fèi)的一大因素。consumption habits. chinas wine culture is white spirit and beer culture , the consumers who drink white spirit and beer including the ordinary people and the rich class, the import wine consumption is littl

26、e access to the everyday home. at the same time,the imported wine taste is a major factor affecting their consumption.3、品牌因素。在現(xiàn)有的葡萄酒消費(fèi)群體中，國產(chǎn)品牌由于天時(shí)、地利、人和，在品牌推廣、銷售渠道方面占有絕對優(yōu)勢，已經(jīng)在消費(fèi)者心中樹立了良好的品牌形象。如國產(chǎn)三大品牌長城、張?jiān)?、王朝。brand factors. wine consumption in the existing groups, as a result of domestic pands,changch

27、eng,zhangyu and wangchao,they have a famous name geography, so they have absolute superiority in the minds of consumers, establishing a good pand image.4、營銷力度。進(jìn)口葡萄酒在進(jìn)入中國市場大都采取代理制，但無論是多品牌代理制還是單品牌代理制，廠商都缺乏對代理商的市場支持。在品牌推廣，銷售渠道建立以及葡萄酒文化宣傳方面沒有給代理商足夠的支持，而代理商出于自身的實(shí)力以及追求短期利益的考慮，也難以投入大量資金進(jìn)行市場開拓，但進(jìn)口葡萄酒市場的培育是一

28、個(gè)長期的過程，缺乏長期互贏關(guān)系的代理制給雙方的合作帶來了極大的不穩(wěn)定。marketing efforts. most imported wine in entering the china market for agency, but neither multi-pand or single pand agency, manufacturers lack of market support for agents. in pand promotion, distribution channels and established wine culture publicity to the agen

29、ts without adequate support, and the agents for their own strength and the pursuit of short-term interests, it will be difficult to invest a large amount of money for marketing, but to nurture import wine market is a long process, lack of long-term mutual relations agency to win the cooperation of b

30、oth parties pought about great instability.（三）進(jìn)口葡萄酒的機(jī)遇(the imported wine opportunities)1、x年，中國葡萄酒的銷售額大約是102億，其中進(jìn)口葡萄酒的銷售量增長了46%，這說明雖然目前葡萄酒行業(yè)市場容量小，但進(jìn)口葡萄酒發(fā)展速度比較快，并且消費(fèi)結(jié)構(gòu)將進(jìn)一步調(diào)整，高檔葡萄酒消費(fèi)將成為主流，這對高品質(zhì)的進(jìn)口葡萄酒是難得的機(jī)遇。x, the wine sales is about 10.2 billion in china, of which imported wine sales grew by 46%, and t

31、his shows that although wine industry market capacity is small, but the imported wine developed faster, and the consumptionstructure will be further adjustments ,and high-grade wine consumption will become a mainstream, this give high-quality imported wine a golden opportunity.2、葡萄酒消費(fèi)稅管理辦法（試行）已于x年7月

32、1日實(shí)施，辦法規(guī)定進(jìn)口葡萄酒消費(fèi)稅可用進(jìn)口環(huán)節(jié)已納消費(fèi)稅抵減。另一方面，進(jìn)口葡萄酒關(guān)稅已降到14%，并于x年降為零，這有利于進(jìn)口葡萄酒采取低價(jià)策略，進(jìn)一步降低銷售價(jià)格，改變進(jìn)口葡萄酒在中國消費(fèi)者心中價(jià)格偏高的形象。wine consumption tax management practices was implemented on july 1, x, through the provisions of the import wine consumption tax is a consumption tax has been available on import links are off

33、set. on the other hand, import tariffs have been reduced to 14% , by x it dropped to zero, which is conducive to a low-priced imported wine strategy to further reduce the sales price of imported wine in china to change the minds of the consumer price high image.3、桂林是典型的旅游城市，x年接待入境游客突破100萬人次，境內(nèi)游客1104

34、萬，旅游總收入達(dá)57億元人民幣。龐大的旅游市場又以中高收入者為主，這類人群容易接受西方文化，融合了身份、品位、時(shí)尚及情趣的葡萄酒消費(fèi)文化對他們更具有吸引力，對于100萬入境游客，他們對進(jìn)口葡萄酒的消費(fèi)更是毋庸質(zhì)疑，所以有針對性的開拓桂林旅游市場也是進(jìn)口葡萄酒面臨的機(jī)遇。guilin is a typical tourist city ,in x the city received 1 million inbound tourists and 11.04 million tourists,the revenue comes to 5.7 billion yuan(rmb). most of to

35、urists are high-income persons, these groups are easily acceptable western culture, the wine consumption means the identity, quality, fashion and taste,the wine culture are more attractive to them, for one million inbound tourists, needless to say,wine consumption is important.so to open tourism mar

36、ket in guilin is also a golden opportunity for the imported wine.三、backsberg 葡萄酒的特點(diǎn)(backsberg wine features)（一）悠久的文化。backsberg 擁有上百年的歷史，結(jié)合了傳統(tǒng)工藝和現(xiàn)代科技的釀造技術(shù)，成就了高品質(zhì)的葡萄酒。a culture. backsberg have a long history more than 100 years, a combination of traditional craftsmanship and modern technology pewing t

37、echnology, the achievements to the high-quality wines.（二）良好的國家品牌。南非葡萄酒在中國有很高的知名度，其葡萄酒已逐步得到中國消費(fèi)者的認(rèn)可。good national pands. south african wine has reputation in china, the wine consumers have gradually recognized the wine.四、backsberg 的市場目標(biāo)(backsberg target market)（一）backsberg 的市場定位(backsberg market posi

38、tioning)backsberg 作為進(jìn)口葡萄酒，優(yōu)秀的產(chǎn)品質(zhì)量賦予其尊貴的內(nèi)涵，讓每位葡萄酒愛好者都能分享其成果是backsberg 的宗旨，以高貴而價(jià)不貴作為我們引導(dǎo)消費(fèi)的總體思路，所以其市場定位應(yīng)確立在中高檔消費(fèi)市場，并且以高檔為主，以中檔為輔的盈利模式。backsberg as an imported wine, are given its outstanding product with high quality.each wine lover can share the results is a purposes for backsberg, the market positio

39、n should be established in high-grade consumer market, and dominated by high-grade.（二）backsberg 的市場目標(biāo)(backsberg target market)1、旅游市場，目標(biāo)消費(fèi)者為來桂林旅游的外籍人士和高級白領(lǐng)，以三星級以上酒店作為主要銷售渠道。tourism market, the goal for consumers is tourism expatriates and senior white-collar, three-star hotel and more is a major sale

40、s channel.2、政務(wù)宴請市場，目標(biāo)消費(fèi)者為政府官員，一般來說，這類消費(fèi)對價(jià)格的敏感度不高，高品質(zhì)的進(jìn)口葡萄酒更容易被接受。chief dinner market, the goal is the government officials, in general, these consumers are not sensitive with price , high-quality imported wine are more easily accepted.（三）消售渠道的選擇(eliminate sales channels choice)1、高級餐飲、酒店。這里涉及到兩個(gè)問題：一是

41、進(jìn)場費(fèi)，二是對酒店相關(guān)負(fù)責(zé)人和服務(wù)員的激勵(lì)措施，但因?yàn)椴煌木频暧胁煌墓芾砟Ｊ剑詰?yīng)有針對性的制定不同的方案。restaurants and star hotels. it involves two issues : costs for approaching and the policy is related to the hotel and attendants for the incentives, but because different hotels have different management models, so there should be targeted fo

42、r different programmes.2、專賣店。因?yàn)閷Ｙu店銷售的品牌較多，銷售人員很難集中關(guān)注某一品牌，所以在給予專賣店合適的利潤空間的同時(shí)，還應(yīng)制定鼓勵(lì)銷售人員推銷backsberg 的激勵(lì)方案。shops. the salesmen are more difficult to focus on a particular pand because selling in their shops, so it is very important to make a incentive programmeto encourage the sales staff to sell backs

43、berg.3、大型超市。以目前各大型超市的進(jìn)場條件，超市的盈利能力太弱，這一銷售渠道只是作為推廣品牌的補(bǔ)充，以銷售中檔backsberg 為主，主要目的是達(dá)到與國產(chǎn)中檔葡萄酒競爭。supermarkets. the current approach to the supermarkets conditions, the profitability is small, the channels only as a supplement to promote backsberg.五價(jià)格策略(price strategy)backsberg 作為有百年歷史的葡萄酒品牌，在制定價(jià)格時(shí)，既要考慮其市場價(jià)

44、值，同時(shí)也要結(jié)合中國現(xiàn)在的市場競爭狀況，針對不同營銷渠道制定不同的價(jià)格，并形成較完整的價(jià)格體系。backsberg as the 100-year-old wine pands ,it is necessary to consider the market value and the market competition situation.backsberg should make different prices according to different channels,in order to complete price system.1. 專賣店價(jià)格。參照現(xiàn)在國產(chǎn)和進(jìn)口葡萄酒的定

45、價(jià)，應(yīng)比市場價(jià)高5%-10%，同時(shí)其價(jià)格應(yīng)比同等國產(chǎn)葡萄酒高。shop prices. comparing with the domestic wine and the imported wine pricing, backsberg price should be highly 5%-10% than market price, its price should be higher than the same wine made in china.2. 超市價(jià)格。超市以銷售中檔backsberg 為主，作為推廣品牌的渠道，應(yīng)以種類的多樣化來制定不同的價(jià)格。supermarket prices

46、. the moderate backsberg should be sold in supermarket,which mainly as a channel for pand promotion should be diversified to develop different types of prices.3. 高級餐飲及酒店價(jià)格。此類場合的消費(fèi)者對價(jià)格的敏感度較低，對葡萄酒的品質(zhì)要求很高，一旦對品牌的認(rèn)同就會(huì)表現(xiàn)出很高的忠誠度，所以應(yīng)以消售高檔backsberg 為主。senior restaurant and hotel prices. such occasions consum

47、ers less sensitive to prices, high demand for quality wine, once the identity of the pand will be displayed great loyalty, it should be to sell the high-grade backsberg.六. 廣告策略(advertising strategy)backsberg 為進(jìn)口葡萄酒，尚未在桂林市場上銷售，與已在市場上銷售多年的其他進(jìn)口葡萄酒相比明顯缺乏知名度，所以投入適當(dāng)?shù)膹V告是宣傳產(chǎn)品的較好選擇，也是尋找潛在消費(fèi)者的理想方式。為了達(dá)到最好的廣告效果

48、，建議采用多種廣告形式相結(jié)合。backsberg as a import wine, does not sell in guilin city before, comparing with other wine that have been on the market for years , backsberg is lack of visibility , the input of appropriate advertising promotional products are better choices, but also the ideal way to find potential

49、consumers. to achieve the best advertising results we suggest combine various forms of advertising.1. 電視廣告. 以桂林電視臺為宣傳媒體，目標(biāo)觀眾為桂林市區(qū)12個(gè)縣市已有的 飲酒愛好者和潛在的葡萄酒消費(fèi)者，廣告應(yīng)以突出backsberg 的地域特征為賣點(diǎn)，讓觀眾感受來自南非的葡萄酒文化。tv advertisements .target audience including drinking wine lovers and potential consumers ,who live in th

50、e 12 cities and counties belong to guilin city, advertising should be to highlight backsberg geographical features as a selling point for visitors to experience the culture of wine from south africa.2報(bào)紙廣告，以桂林晚報(bào)為宣傳媒體，報(bào)紙廣告具有保存時(shí)間長且信息量豐富的優(yōu)勢，所以應(yīng)采用連續(xù)的系列廣告模式對backsberg 的各種類進(jìn)行消費(fèi)引導(dǎo)。 newspaper advertising. gui

51、lin evening post as the media, have kept for a long time and newspaper advertisements information rich advantages, the model should be used for the series of advertisements for a wide variety of consumer backsberg guide.3. 現(xiàn)場促銷及現(xiàn)場廣告相結(jié)合，這種方式可以直接面對消費(fèi)者，能迅速收集消費(fèi)者對產(chǎn)品的反映，而且制作成本低。這種模式比較適合在目標(biāo)消費(fèi)者集中的場合，如大型商場、超

52、市和休閑娛樂廣場。combining the marketing and advertising, which could be directly facing consumers, the products can be rapidly reflected in the collection of consumer and production more,the cost is low. this model is suitable for the occasion concentrated in the target consumers, such as large shopping ma

53、lls, supermarkets and leisure entertainment plaza.七、活動(dòng)策劃(activities planned)（一）活動(dòng)時(shí)間的選擇：中秋節(jié)前3天。(activities timing : three days before the mid-autumn festival.)（二）活動(dòng)的內(nèi)容及階段安排(the content and organization stage activities)1. 廣告選擇：a ）桂林晚報(bào)作產(chǎn)品宣傳，為期3天；b ）在桂林電視臺作廣告，為期3天。advertising options : a) guilin evening post for product