葡萄酒上市策劃方案

1、精品文檔就在這里- 各類專業(yè)好文檔，值得你下載，教育，管理，論文，制度，方案手冊(cè)，應(yīng)有盡有-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(chǎng)概況(introduction to wine market in Guilin)（一）目前市場(chǎng) (Current market)目前在桂林市場(chǎng)上銷售的葡萄酒品種繁多，其中本土品牌有：長(zhǎng)城、張?jiān)！⑼醭?、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(chǎng)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。Th

2、erearecurrentlyseveralwinesinGuilinmarket,includingchangcheng,zhangyu,wangchao,weilong,tonghua,huadong,baiyanghe,yunnanhong,iceroseand yongfushang which is produced in the local place,also, is popular in Guilin.Allofthese wine are domestic products.在桂林市場(chǎng)上銷售的國(guó)外品牌有：芝華士、人頭馬、伏特加、軒尼詩(shī)等，主要是在名酒專賣店和各星級(jí)賓館、酒店銷

3、售。Guilin also has some foreign wines such as Chivas, Vodka,Piyaer,Matell,Martini,XO,which are sale in star hotels ,restaurants and shops.（二）桂林市場(chǎng)各葡萄酒品牌的價(jià)格(price)1、國(guó)產(chǎn)品牌 (Domestic brands )長(zhǎng)城葡萄酒市場(chǎng)價(jià)格(changcheng wine)規(guī)格 (Specifications )(750ml)類型 (Type)價(jià)格 (price)（元）年份 (year)解百納干紅 (cabernet )1081998解百納干紅 (

4、cabernet)45金裝三年 (Theinstalled threeyears)梅鹿輒干紅 (merlot)721997解百納干紅 (cabernet)411999寶石干紅 (red wine)281999-精品文檔 -精品文檔就在這里- 各類專業(yè)好文檔，值得你下載，教育，管理，論文，制度，方案手冊(cè)，應(yīng)有盡有-長(zhǎng)城干紅（赤霞珠）36華夏 huaxia red wine1081995長(zhǎng)城干紅 (red wine)（昌梨）28解百納干紅 (cabernet)35-45(張?jiān)?)紅酒市場(chǎng)價(jià)格 (changyu wine)規(guī)格 (Specifications ) (750ml)種類 (Type)價(jià)格

5、 (price) (元)年份 (year)解百納干紅 (cabernet)981994解百納干紅 (cabernet)63.31998百年張?jiān)?8張?jiān)?2000(red wine)462000張?jiān)?1995(red wine)511995其他品牌 (the rest brand)規(guī)格 (Specifications ) (750ml)品牌 (brand)種類 (type)價(jià)格 (price) (元)年份 (year)白洋河白洋河11.6玫瑰佳人15.5白洋河莊園28永福山 (yongfushan)新天永福山 Xintian25-Yong Fu Shan永福山 (yongfushan)原汁 10

6、0%9.8-(yongfushan)2、國(guó)外品牌 (foreign brands)（ 1）芝華士 (Chivas) （支）： 428RMB/two bottles （shop price ）( 專賣店 )（ 2）人頭馬 (XO)（）： 360 元（ shop price ）( 專賣店 )-精品文檔 -精品文檔就在這里- 各類專業(yè)好文檔，值得你下載，教育，管理，論文，制度，方案手冊(cè)，應(yīng)有盡有-（ 3）人頭馬特級(jí) :420RMB （專賣店）（shop price）（ 4）路易十三： 9888 元（專賣店）（shop price）（ 5）芝華士特級(jí)： 4628 元（專賣店）（shop price）3

7、 、價(jià)格分析 (Price analysis)（ 1）從上表可看出，國(guó)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(jìng)爭(zhēng)手段，這源于國(guó)產(chǎn)品牌的成本優(yōu)勢(shì)以及大眾化戰(zhàn)略，即以優(yōu)先占領(lǐng)市場(chǎng)為出發(fā)點(diǎn)。From the table,we can see thatthe domestic wines had formed a relativelycomplete revolutionspricesystem, and low-coststrategiesis the main meansof this stems because of the cost advantages and

8、popular domestic brand 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(méi)有形成完整的價(jià)格體系，消費(fèi)者選擇余地比較小，阻礙其對(duì)進(jìn)口葡萄酒的消費(fèi)。The imported wine pricesis high , and the wines has not formed a completepricesystem and the consumers choice is relativelysmall,which hinderedthe

9、 imported wine consumption.（ 3）由于銷售渠道、市場(chǎng)開(kāi)拓成本及利潤(rùn)空間的不同，無(wú)論是國(guó)產(chǎn)葡萄酒還是進(jìn)口葡萄酒，在不同的消費(fèi)市場(chǎng)其價(jià)格也不一樣，酒店的葡萄酒價(jià)格比市場(chǎng)價(jià)高。Because of different sales channels, marketing costs and profits of thespace, the domestically produced and the imported wine have differentpricesand consumer markets,more importantly,thepricesof the w

10、ines whichare sold in the hotel is high than market prices.（三）銷售渠道及消費(fèi)趨勢(shì)(Distribution channels and consumption trends)目前桂林市場(chǎng)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(chǎng)及零售店等，絕大部分銷售國(guó)產(chǎn)品牌；二是以銷售中高檔葡萄酒為主的專賣店及高級(jí)餐飲酒店等，主要銷售國(guó)產(chǎn)三大品牌長(zhǎng)城、張?jiān)：屯醭闹懈邫n產(chǎn)品和國(guó)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(chǎng)推廣等因素的影響，進(jìn)口葡萄酒的消費(fèi)市場(chǎng)比較夾窄。但這種情況將隨著國(guó)

11、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)，2007 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2006 年 7 月 1-精品文檔 -精品文檔就在這里- 各類專業(yè)好文檔，值得你下載，教育，管理，論文，制度，方案手冊(cè)，應(yīng)有盡有-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，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(cè)，從現(xiàn)在到 2010 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(duì)以銷售中高檔為主的進(jìn)口葡萄酒來(lái)說(shuō)，是打開(kāi)市場(chǎng)的最佳時(shí)期。The wines market is divi

12、ded 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 three domestim wines such as Great Wall brand, zhangyu and wangchao, which as the high-grade products are sold in the star

13、 hotels,restaurantsand shops. From this we can see that as a result of prices, consumption habits, brand recognition, taste, product systems and the impact of factors that make the import wine market has a relatively narrow clip. But this Environment is changing, beause the new policy was implemente

14、d and the wine culture is gradually popular.For example, firstly, the wine tariffs are further downward., from the present 14% to zero by 2007; Secondly, the new consumption tax management approach was implemented on July 1, 2006; the thirst, .acording to the enterprises and the media publicity, win

15、e 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 2006 to 2010. This is useful to the imported wines and it is the best time to open up the market in Guilin.（四）葡萄酒的購(gòu)買動(dòng)機(jī)(Wine purchas

16、e motivation)目前中國(guó)人還沒(méi)有形成進(jìn)口葡萄酒的消費(fèi)習(xí)慣，相對(duì)穩(wěn)定的消費(fèi)群體是國(guó)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(jìng)爭(zhēng)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(guó)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(lái)自葡萄酒消費(fèi)文化普及的國(guó)家，他們把葡萄酒當(dāng)作生活必需品來(lái)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)尚追求的需要。除此之外的主要消費(fèi)是假日購(gòu)買行為，即在國(guó)家傳統(tǒng)節(jié)假日，消費(fèi)者對(duì)葡萄酒的臨時(shí)需求，其目的是營(yíng)造家庭團(tuán)聚氛圍或親朋好友之間的禮尚往來(lái)。At present, Chinese people have

17、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 imported wine consumption is mainly in the three areas. These people have different consumption trends

18、 : the-精品文檔 -精品文檔就在這里- 各類專業(yè)好文檔，值得你下載，教育，管理，論文，制度，方案手冊(cè)，應(yīng)有盡有-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 habits; the white-collar dringking wine is the need

19、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 interaction between relatives and friends. 二、桂林進(jìn)口葡萄酒市場(chǎng)的挑戰(zhàn)和

20、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(guó)產(chǎn)葡萄酒已經(jīng)完成戰(zhàn)略布局。 現(xiàn)階段，國(guó)產(chǎn)葡萄酒已經(jīng)在全國(guó)一二級(jí)城市完成部署并占有 90%的市場(chǎng)份額，桂林市場(chǎng)也形成了以國(guó)產(chǎn)三大品牌長(zhǎng)城、張?jiān)！⑼醭癁橹鞯母?jìng)爭(zhēng)態(tài)勢(shì)，控制了中低檔消費(fèi)市場(chǎng)?？梢哉f(shuō)，進(jìn)口葡萄酒的最大競(jìng)爭(zhēng)對(duì)手是國(guó)產(chǎn)葡萄酒。The domestic wines have been completed strategic layout. At the present stage, the domestic wines

21、, including the Great Wall, zhangyu and wangchao, have Occupied the secondary cities in the country and have completed 90%of the market share,itis the same to Guilinmarket.They controlledthe majorconsumer markets.Itcan be said thatthe biggestcompetitorof the importedwine is the domestic wines.2、滯后的葡

22、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(duì)時(shí)尚、品質(zhì)、健康及地位的訴求，但中國(guó)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(wú)期，雖然高端消費(fèi)者正在逐步成長(zhǎng)和成熟，但還遠(yuǎn)沒(méi)有滿足需要。Backward wine consumption culture.The Wine consumption is actuallya cultureof consumption forfashion,quality,healthstatusand aspirations,but thewine consumption in China is stillat the elementarystag

23、e , although consumeris 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(guó)消費(fèi)者對(duì)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(guó)消費(fèi)者喜歡在葡萄酒中添加雪碧，這從側(cè)面說(shuō)明葡萄酒的口味還不適合中國(guó)消費(fèi)者。雖然都市白領(lǐng)、國(guó)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(kāi)中國(guó)市場(chǎng)，滿足大眾口味是必須解決的問(wèn)題，否則只能是曲高和寡。-精品文檔 -精品文檔就在這里- 各類專業(yè)好文檔，值得你下載，教育，管理

24、，論文，制度，方案手冊(cè)，應(yīng)有盡有-the change of consumption habits. Chinese consumers concern the tastewhen they buy the imported wines,according to an authoritys survey ,themost typical example is that the Chinese consumers like to add Sprite inwine,which indirectly means the taste of the wines are not suitable for

25、Chinese consumers. ifthe imported wines want to furtheropen China's market ,it is an issue that to meet the other people taste must be addressed, Whilewhite-collar,internationalbusinesspeople,governmentofficialshaveaccepted the taste of the high-quality wines,otherwise only too highbrow.4、營(yíng)銷網(wǎng)絡(luò)不健

26、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(chǎng)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(duì)大眾的銷售網(wǎng)絡(luò)尚沒(méi)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 supportnetwork.most of the consumers are the high-income persons, in the face of mass marketing ne

27、twork 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(duì)國(guó)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 pricesis high than domestic wine prices,but this will decline because the traffics and taxes changes.2、消費(fèi)習(xí)慣。中國(guó)的酒文化是以白酒和啤酒文化為

28、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.China'swinecultureiswhitespiritand beerculture, the consumers who drinkwhite spiritand beer includingthe Ordinarypeople and the rich class, the import wine consumption is little access tothe everyday home. At

29、 the sametime,theimported wine tasteis a major factoraffecting their consumption.3、品牌因素。在現(xiàn)有的葡萄酒消費(fèi)群體中，國(guó)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(duì)優(yōu)勢(shì)，已經(jīng)在消費(fèi)者心中樹(shù)立了良好的品牌形-精品文檔 -精品文檔就在這里- 各類專業(yè)好文檔，值得你下載，教育，管理，論文，制度，方案手冊(cè)，應(yīng)有盡有-象。如國(guó)產(chǎn)三大品牌長(zhǎng)城、張?jiān)?、王朝。Brand factors. Wine consumption in the existing groups, as a result of domest

30、ic brands,changcheng,zhangyu and wangchao,they have a famous name geography, so they have absolute superiority in the minds of consumers, establishing a good brand image.4、營(yíng)銷力度。進(jìn)口葡萄酒在進(jìn)入中國(guó)市場(chǎng)大都采取代理制，但無(wú)論是多品牌代理制還是單品牌代理制，廠商都缺乏對(duì)代理商的市場(chǎng)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(méi)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

31、市場(chǎng)開(kāi)拓，但進(jìn)口葡萄酒市場(chǎng)的培育是一個(gè)長(zhǎng)期的過(guò)程，缺乏長(zhǎng)期互贏關(guān)系的代理制給雙方的合作帶來(lái)了極大的不穩(wěn)定。Marketing efforts. Most imported wine in entering the China market foragency, but neither multi-brand or single brand agency, manufacturers lackof market supportforagents.In brand promotion,distributionchannels andestablished wine culture publicit

32、y to the agents without adequate support,and the agents for theirown strengthand the pursuitof short-terminterests,it will be difficult to invest a large amount of money for marketing, butto nurture import wine market is a long process, lack of long-term mutualrelationsagency to win the cooperationo

33、f both partiesbrought about greatinstability.（三）進(jìn)口葡萄酒的機(jī)遇(the imported Wine opportunities)1、2005 年，中國(guó)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(zhǎng)了46%，這說(shuō)明雖然目前葡萄酒行業(yè)市場(chǎng)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(duì)高品質(zhì)的進(jìn)口葡萄酒是難得的機(jī)遇。2005, the wine sales is about 10.2 billion in China, of which imported winesales grew by 4

34、6%, and this shows thatalthoughwine industrymarket capacityis small,butthe importedwinedevelopedfaster,andthe consumptionstructurewillbe furtheradjustments,and high-gradewine consumption willbecome amainstream,Thisgivehigh-qualityimportedwine a golden-精品文檔 -精品文檔就在這里- 各類專業(yè)好文檔，值得你下載，教育，管理，論文，制度，方案手冊(cè)，應(yīng)

35、有盡有-opportunity.2、葡萄酒消費(fèi)稅管理辦法（試行）已于2006 年 7 月 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 2007 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(guó)消費(fèi)者心中價(jià)格偏高的形象。"Wine consumption tax managementpractices" was implemented on July 1, 2006,through the provisions of the import wine consumption tax

36、 is a consumptiontax has been availableon importlinksare offset.On the otherhand, importtariffs have been reduced to 14% , by 2007 it dropped to zero, which isconducive to a low-pricedimportedwine strategyto furtherreduce the salesprice of imported wine in China to change the minds of the consumer p

37、riceHigh image.3、桂林是典型的旅游城市， 2005 年接待入境游客突破 100 萬(wàn)人次，境內(nèi)游客 1104 萬(wàn)，旅游總收入達(dá) 57 億元人民幣。 龐大的旅游市場(chǎng)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(duì)他們更具有吸引力，對(duì)于 100 萬(wàn)入境游客，他們對(duì)進(jìn)口葡萄酒的消費(fèi)更是毋庸質(zhì)疑，所以有針對(duì)性的開(kāi)拓桂林旅游市場(chǎng)也是進(jìn)口葡萄酒面臨的機(jī)遇。Guilinisa typicaltouristcity,in2005 thecityreceived1 millioninboundtouristsand 11.04 milliontouri

38、sts,therevenue comes to5.7billionyuan(RMB). Most oftouristsare high-income persons, thesegroups are easilyacceptableWestern culture,the wine consumptionmeanstheidentity,quality,fashion and taste,the wine culture are more attractive to them, for onemillioninbound tourists, Needlesstosay,wineconsumpti

39、on is important.Soto open tourism market in Guilinisalsoa goldenopportunityforthe importedwine.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. Backsberghave a long historymore than 100 years, acombinationof traditionalcraftsmanshipand

40、 modern technologybrewing technology,the-精品文檔 -精品文檔就在這里- 各類專業(yè)好文檔，值得你下載，教育，管理，論文，制度，方案手冊(cè)，應(yīng)有盡有-achievements to the high-quality wines.（二）良好的國(guó)家品牌。南非葡萄酒在中國(guó)有很高的知名度，其葡萄酒已逐步得到中國(guó)消費(fèi)者的認(rèn)可。Good national brands. South African wine has reputation in China, the wineconsumers have gradually recognized the wine.四、 B

41、acksberg 的市場(chǎng)目標(biāo) (Backsberg target market)（一） backsberg 的市場(chǎng)定位 (Backsberg market positioning)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(ài)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(chǎng)定位應(yīng)確立在中高檔消費(fèi)市場(chǎng)，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 withhigh quality.Eac

42、hwine lover can share the resultsis a purposes for Backsberg,the market positionshould be establishedin high-gradeconsumer market,anddominated by high-grade.（二） Backsberg 的市場(chǎng)目標(biāo) (Backsberg target market)1、旅游市場(chǎng)，目標(biāo)消費(fèi)者為來(lái)桂林旅游的外籍人士和高級(jí)白領(lǐng)，以三星級(jí)以上酒店作為主要銷售渠道。Tourism market, the goal for consumers is Tourism ex

43、patriates and seniorwhite-collar, three-star hotel and more is a major sales channel.2、政務(wù)宴請(qǐng)市場(chǎng)，目標(biāo)消費(fèi)者為政府官員，一般來(lái)說(shuō)，這類消費(fèi)對(duì)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 dinnermarket,the goal is the government officials,in general,theseconsumers are not sensitivewith price, high-qualityimported wine are moreeasily accepted

44、.（三）消售渠道的選擇(Eliminate sales channels choice)1、高級(jí)餐飲、酒店。這里涉及到兩個(gè)問(wèn)題：一是進(jìn)場(chǎng)費(fèi)，二是對(duì)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?，所以?yīng)有針對(duì)性的制定不同的方案。Restaurantsand starhotels.Itinvolvestwo issues: Costs forapproaching-精品文檔 -精品文檔就在這里- 各類專業(yè)好文檔，值得你下載，教育，管理，論文，制度，方案手冊(cè)，應(yīng)有盡有-and the policy is related to the hotel and attendants fo

45、r the incentives, but because different hotels have different management models, so there should be targeted for 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(rùn)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 difficultto focus on a particularbrand Becausesellingin theirshops, so itis very importantto make a incentiveprogrammeto encourage the sales staff to sell Backsberg.3、大型超市。以目前各大型超市的進(jìn)場(chǎng)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(guó)產(chǎn)中檔葡萄酒競(jìng)爭(zhēng)