葡萄酒營銷策劃書(中英文對照)

1、市場營銷策劃書葡萄酒The Marketing Plans about Wines1.執(zhí)行概要和要領(lǐng)1.outline and main point采用 “xxx作”為商標和品名，廠名為 “AAA廠”；產(chǎn)品定價為 _ ；采用 _( 如：地毯式全方位促銷手段 )；“xxx將”于 _ 年_ 月 _ 日前投放市場，目標市場為中國的西南部市場。（根據(jù)廠家的具體產(chǎn)品和供貨時間而定）Adopting " xxx " as trade mark and name of product, " AAA factory " as the name of the factor

2、y; The pricing of products is _; Adopting _ _ _ _ _ _ (For instance: Carpet type omni-directional sales promotion method); "xxx "Will be put into the market before _ _ _ (day)_ _ _ (Month) _ _ _ (Year,) thetarget marketis the southwest ofChina. (depends onthe concrete productsand time of d

3、elivering the products)2.目前營銷狀況2.Marketing status at present(1) 市場狀況： 葡萄酒是國際酒類市場中僅次于啤酒的第二大流行飲料酒，但在我國，目前還是一個小酒種， 年產(chǎn)量多年來一直在萬噸左右徘徊， 還不到全國酒類產(chǎn)品總量的。 我國葡萄酒的人均消費量僅是當(dāng)前世界平均消費水平的。近年來，隨著人們生活水平和健康意識的提高，飲食觀念的變化，加上各種媒體對葡萄酒的宣傳， 使我國葡萄酒市場發(fā)展很快， 尤其是干紅葡萄酒更是當(dāng)前消費的熱點。從這個角度看，我國葡萄酒的潛在市場十分廣闊。(1)Market status: The wine is the

4、second largest popular beverage wine and second-lowest only to beer in the international drink market, but in our country,it is just only a small wine at present, the annual production has been wandering up and down about 200,000 tons all the time for many years, even less than 1% of the national to

5、tal amount of alcohol product. Consumption per capita wine of our country is only 1/20 of the level of consumption on average in recent times. At present, with the improvement of people's living standardand health consciousness, the change of the diet idea, and various propaganda of the wine, ma

6、king the wine market of our country develop quickly, especially the claret is a focus of present consumption. Look from this angle, the potential market of the wine of our country is very broad.(2)產(chǎn)品狀況：(2)product status:國內(nèi)：我國葡萄酒市場價格從年以來一直是呈上升趨勢， 特別是干紅葡萄酒的價格上升幅度很大，依品牌不同，每瓶（亳升）從元上升元不等，其它種類葡萄酒的價格也有不同程度

7、的上升。 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 from25 yuan to 40-60 yuan, the price of wine of other kinds has risi

8、ng in various degree too.國外：國外的葡萄酒質(zhì)量一般較國內(nèi)的好， 價格也隨著關(guān)稅的降低在逐漸降低，再加上銷售渠道的擴展和消費者逐漸增加葡萄酒知識，國外的產(chǎn)品將被消費者接受，所以現(xiàn)在洋葡萄酒進入國內(nèi)市場要比過去容易。 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 expande

9、d 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)競爭狀況： 競爭格局相對穩(wěn)定。目前國內(nèi)張裕，長城，王朝三大品牌平分秋色，占據(jù)了國內(nèi)約 52 的市場，再加上十幾個分別是來自于法國、意大利等國的進口品牌。大多數(shù)國產(chǎn)品牌只能囿于某一地區(qū)爭奪立足之地，缺乏市場競爭力

10、，更沒有角逐國際市場的能力。 而由于國內(nèi)對葡萄酒類產(chǎn)品進口關(guān)稅的降低，國外葡萄酒進入中國的壁壘降低，從而使得其品牌的競爭力得到進一步提升。(3)competitionstatus: The competitionisrelatively stable.At present,domestic Zhang Yu, Great Wall, Dynasty, these three major brands occupy halfof domestic market, 52% or so. in addition,dozens of foreign brands from suchas France,

11、 Italy, and other else countries. Most of domestic brands only focustheir eyes on a certain region and sell their product to limited places,they arelack of marketing competition andwithoutenougnability toenter in theinternational market. In virtue of tariff decreasing and barrier offoreign winesente

12、ring Chinareleasing, thus makesthecompetitionof their brands furtherpromoted.(4) 分銷狀況： 葡萄酒的消費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 intodrinkery andretailshop two big classe

13、s.recently thedistributechannel ismeal&drink shop accounts for51%, retail accountsfor49%;In theretailchannel, supermarket and large sales field account for 55% , the others areconveniencestore,monopolizedshop and independentfood supplyretailshop,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(nèi)的亞洲國家成為葡萄酒競爭的主戰(zhàn)場

14、， 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)Macroenvironmentanalysis:Thedepressionof the international winemarket makes the Asian countries includingChina become the main battlefield of wine competition, China will undoubtedly becomes the f

15、ocus of suchcrazy market. This helps to provide agreatmarket fullofpotentialfor theforeign wines;China governmentencouragesChinesepeople to consumemore wine and fruit wine, reduces the consumption of Chinese white wines ;With theimprovementof thelivingstandard,moreandmoreChineseconsumers will begin

16、to consume imported wines.3. SWOT 和問題分析3.SWOT&Analysis優(yōu)勢：本集團有雄厚的經(jīng)濟勢力； 有較強的技術(shù)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 favourab

17、le 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(nèi)小型貿(mào)易商或分銷商。同國內(nèi)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% ofChinawine market,furthermore,mostof dea

18、lersmainlyareforeignSoleproprietorshipcorporationor joint venture company, and domesticminitypemerchantor distributers.Thesameas domesticwineenterprise,importedwines is not only restrictedby high cost aspects such as market exploring,market cultivating, marketig operation,etc.but aslo restricted by

19、high admissionfeecausedbymanufacturerandconsumptionterminal(suchasdrinkery,groggery,KTV,night club,etc.) and various promotion expense.機會：中國葡萄酒近幾年一直以超過 10% 的增長速度發(fā)展，加之中國葡萄酒高中低產(chǎn)品市場份額將呈現(xiàn)出 5： 4： 1 的格局，中低端市場的利潤率長期在 11% 左右徘徊，高端市場利潤率卻高達 30% 至 50% ，而中高端產(chǎn)品恰恰是國外葡萄酒在中國市場的主要形式。 巨大的市場潛力與誘人的行業(yè)前景對國外葡萄酒生產(chǎn)企業(yè)產(chǎn)生強大的吸引力

20、。O(opportunity): The Chinese wine has been developed with more than 10% growth rate all the time in recent years,moreover Chinese high, middle and low level wine share the whole chinese wine market as the proportion of 5:4:1 respectively, the profit rate of middle and low level market is wondering u

21、p and down in 11% for a long time,but the profit rate of advanced market is up to30% to 50%, above all, high and middle level products is the main type of forign wine in China. Great marketi g potential and brightest wine market foreground are the strong attraction towards forign wine manufacturers.

22、威脅：市場競爭激烈，起伏大。T(threat) : fierce competion in theChina wine market.綜上所述，應(yīng)當(dāng)首先利用國家對西南部的政策傾斜優(yōu)勢和本集團的資金技術(shù)優(yōu)勢，在自己熟悉的西南地區(qū)采取全方位的促銷和分銷手段，以最強的競爭力迅速占領(lǐng)盡可能多的本地市場份額。In sum, we should first utilize the technological advantages and fund supports,also the China favourable policy of the southwest, adoptomni-directiona

23、l promotion and distribution means in the southwest that is known well ourselves, capture local market share as much as possible rapidly with the strongest competitiveness.4. 目標4.goal財務(wù)目標：略營銷目標：成本毛利率達到200% 。Markting goal:Cost and Gross margin is up to 200%.5. 營銷戰(zhàn)略：5.marketing strategy目標市場：中國西南部，主要包括

24、貴州，云南，廣西，重慶，四川等。Target market:the southwestof China,mainlyincludingGuizhou,Yunan,Guangxi, Chongqing, Sichuan, etc.定位：高級白領(lǐng)，商務(wù)消費等中高端的消費群；年輕的白領(lǐng)小資等消費群體。Orientation:Senior white collar, advanced consumption group in the commercial affair ;petty bourgeoisie such as the young white collar, etc.分銷：大型飯店，葡萄酒專

25、賣店，其他零售渠道。Distribution:The large-scale hotel, the monopolized shop of wine, other retailchannels.銷售隊伍：在西南部各省份成立了專門的銷售中心 ,銷售人數(shù)達到 2000 人。 Sale team:technical sale centers have been established in every province of the southwest,and the sales force is up to 2000.服務(wù)：設(shè)立專門的售后服務(wù)網(wǎng)點進行實時跟蹤。Service:Set up special after-sale service site to track in real time .廣告：電臺，電視，報紙，廣告牌等。Advertisement:broadcasting station,TV,papers,billboard,etc.