葡萄酒營(yíng)銷策劃書

市場(chǎng)營(yíng)銷策劃書葡萄酒TheMarketingPlansaboutWines1.執(zhí)行大綱和要領(lǐng)andmainpoint采用“xxx作”為商標(biāo)和品名，廠名為“AAA廠”；產(chǎn)品定價(jià)為_(kāi)____；采用______(如：地毯式全方向促銷手段)；“xxx將”于___年___月___日前投放市場(chǎng)，目標(biāo)市場(chǎng)為中國(guó)的西南部市場(chǎng)。（依照廠家的詳盡產(chǎn)品和供貨時(shí)間而定）Adopting"xxx"astrademarkandnameofproduct,"AAAfactory"asthenameofthefactory;Thepricingofproductsis__________;Adopting______(Forinstance:Carpettypeomni-directionalsalespromotionmethod);"xxx"Willbeputintothemarketbefore___(day)___(Month)___(Year,)thetargetmarketisthesouthwestofChina.(dependsontheconcreteproductsandtimeofdeliveringtheproducts)2.當(dāng)前營(yíng)銷狀況statusatpresent(1)市場(chǎng)狀況：葡萄酒是國(guó)際酒類市場(chǎng)中僅次于啤酒的第二大流行飲料酒，但在我國(guó)，當(dāng)前還是一個(gè)小酒種，年產(chǎn)量多年來(lái)素來(lái)在２０萬(wàn)噸左右徘徊，還不到全國(guó)酒類產(chǎn)品總量的１％。我國(guó)葡萄酒的人均花銷量?jī)H是當(dāng)前生界平均花銷水平的１／２０。近來(lái)幾年來(lái)，隨著人們生活水平和健康意識(shí)的提升，飲食看法的變化，加上各種媒體對(duì)葡萄酒的宣傳，使我國(guó)葡萄酒市場(chǎng)發(fā)展很快，特別是干紅葡萄酒更是當(dāng)前花銷的熱門。從這個(gè)角度看，我國(guó)葡萄酒的潛藏市場(chǎng)十分廣闊。(1)Marketstatus:Thewineisthesecondlargestpopularbeveragewineandsecond-lowestonlytobeerintheinternationaldrinkmarket,butinourcountry,itisjustonlyasmallwineatpresent,theannualproductionhasbeenwanderingupanddownabout200,000tonsallthetimeformanyyears,evenlessthan1%ofthenationaltotalamountofalcoholproduct.Consumptionpercapitawineofourcountryisonly1/20ofthelevelofconsumptiononaverageinrecenttimes.Atpresent,withtheimprovementofpeople'slivingstandardandhealthconsciousness,thechangeofthedietidea,andvariouspropagandaofthewine,makingthewinemarketofourcountrydevelopquickly,especiallytheclaretisafocusofpresentconsumption.Lookfromthisangle,thepotentialmarketofthewineofourcountryisverybroad.(2)產(chǎn)品狀況：(2)productstatus:①國(guó)內(nèi)：我國(guó)葡萄酒市場(chǎng)價(jià)格從１９９６年以來(lái)素來(lái)是送上升趨勢(shì)，特別是干紅葡萄酒的價(jià)格上升幅度很大，依品牌不相同，每瓶（７５０亳升）從２５元上升４０～６０元不等，其他種類葡萄酒的價(jià)格也有不相同程度的上升。domestic:ThemarketpriceofwineinChinahasbeenontheriseallthetimesince1996,especiallythepriceoftheclaretisverylargeinascensionalrange,pricesdifferentdependsonthebrands,eachbottle(750ml)risesfrom25yuanto40-60yuan,thepriceofwineofotherkindshasrisinginvariousdegreetoo.②外國(guó)：外國(guó)的葡萄酒質(zhì)量一般較國(guó)內(nèi)的好，價(jià)格也隨著關(guān)稅的降低在逐漸降低，再加上銷售渠道的擴(kuò)展和花銷者逐漸增加葡萄酒知識(shí)，外國(guó)的產(chǎn)品將被花銷者接受，所以現(xiàn)在洋葡萄酒進(jìn)入國(guó)內(nèi)市場(chǎng)要比過(guò)去簡(jiǎn)單。Overseas:thequalityofdomesticwineisbetterthanthatofoverseas,andthepriceisalsoreducedgraduallywiththedecreaseofthetarifftoo,andwiththesalechannelexpandedandwineknowledageincreased,moreandmoreforeignproductsthereforebeadoptedbychineseconsumers,asaresult,foreignwineentersthedomesticmarketnowismoreeasilythenthepast.(3)競(jìng)爭(zhēng)狀況：競(jìng)爭(zhēng)格局相對(duì)牢固。當(dāng)前國(guó)內(nèi)張?jiān)＃L(zhǎng)城，王朝三大品牌均分秋景，據(jù)有了國(guó)內(nèi)約52％的市場(chǎng)，再加上十幾個(gè)分別是來(lái)自于法國(guó)、意大利等國(guó)的進(jìn)口品牌。大多數(shù)國(guó)產(chǎn)品牌只能囿于某一地區(qū)強(qiáng)搶立足之地，缺乏市場(chǎng)競(jìng)爭(zhēng)力，更沒(méi)有角逐國(guó)際市場(chǎng)的能力。而由于國(guó)內(nèi)對(duì)葡萄酒類產(chǎn)品進(jìn)口關(guān)稅的降低，外國(guó)葡萄酒進(jìn)入中國(guó)的壁壘降低，從而使得其品牌的競(jìng)爭(zhēng)力獲取進(jìn)一步提升。(3)competitionstatus:Thecompetitionisrelativelystable.Atpresent,domesticZhangYu,GreatWall,Dynasty,thesethreemajorbrandsoccupyhalfofdomesticmarket,52%orso.inaddition,dozensofforeignbrandsfromsuchasFrance,Italy,andotherelsecountries.Mostofdomesticbrandsonlyfocustheireyesonacertainregionandselltheirproducttolimitedplaces,theyarelackofmarketingcompetitionandwithoutenougnabilitytoenterintheinternationalmarket.InvirtueoftariffdecreasingandbarrierofforeignwinesenteringChinareleasing,thusmakesthecompetitionoftheirbrandsfurtherpromoted.(4)分銷狀況：葡萄酒的花銷渠道一般分為餐飲酒店和商超零售兩大類，當(dāng)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，商場(chǎng)和大賣場(chǎng)又占55%，其他為便利店、專賣店和獨(dú)立的食品店等。(4)distributionstatus:thewineconsumptionchannelisgenerallydividedintodrinkeryandretailshoptwobigthedistributechannelismeal&drinkshopaccountsfor51%,retailaccountsfor49%;Intheretailchannel,supermarketandlargesalesfieldaccountfor55%,theothersareconveniencestore,monopolizedshopandindependentfoodsupplyretailshop,etc..(5)宏觀環(huán)境解析：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(wú)疑將成為這類市場(chǎng)的熱門，這為外國(guó)葡萄酒供應(yīng)了有巨大潛力的市場(chǎng)；中國(guó)政府激勵(lì)人民花銷更多的葡萄酒和果酒，降低浪費(fèi)糧食的白酒的花銷；隨著生活水平的提升，越來(lái)越多的花銷者會(huì)開(kāi)始花銷進(jìn)口葡萄酒。(5)Macroenvironmentanalysis:ThedepressionoftheinternationalwinemarketmakestheAsiancountriesincludingChinabecomethemainbattlefieldofwinecompetition,Chinawillundoubtedlybecomesthefocusofsuchcrazymarket.Thishelpstoprovideagreatmarketfullofpotentialfortheforeignwines;ChinagovernmentencouragesChinesepeopletoconsumemorewineandfruitwine,reducestheconsumptionofChinesewhitewines;Withtheimprovementofthelivingstandard,moreandmoreChineseconsumerswillbegintoconsumeimportedwines.SWOT和問(wèn)題解析&Analysis優(yōu)勢(shì)：本企業(yè)有雄厚的經(jīng)濟(jì)權(quán)利；有較強(qiáng)的技術(shù)權(quán)利；國(guó)家政府高度重視西部大開(kāi)發(fā)并確定了極為優(yōu)惠的進(jìn)出口政策。S(strength):Solideconomicforces;strongertechnologicalforces;Thenationalgovernmenthaspaidcloseattentiontothedevelopmentofwesternregionsandconfirmedtheextremelyfavourableimportsandexportspolicy.劣勢(shì)：進(jìn)口葡萄酒由于只占到中國(guó)葡萄酒市場(chǎng)大體10%的份額，而且經(jīng)銷商主要為外國(guó)獨(dú)資也許合資銷售型企業(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)相同，進(jìn)口酒不但要受市場(chǎng)開(kāi)拓、市場(chǎng)培育和通路運(yùn)作等方面較高成本費(fèi)的限制，還要受制于從廠商到花銷終端（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)和各種推行促銷花銷。W(weakness):Winesimportedfromabroadonlyaccountsforabout10%ofChinawinemarket,furthermore,mostofdealersmainlyareforeignSoleproprietorshipcorporationorjointventurecompany,anddomesticminitypemerchantorsameasdomesticwineenterprise,importedwinesisnotonlyrestrictedbyhighcostaspectssuchasmarketexploring,marketcultivating,marketigoperation,aslorestrictedbyhighadmissionfeecausedbymanufacturerandconsumptionterminal(suchasdrinkery,groggery,KTV,nightclub,etc.)andvariouspromotionexpense.機(jī)遇：中國(guó)葡萄酒近幾年素來(lái)以高出10%的增加速度發(fā)展，加之中國(guó)葡萄酒高中低產(chǎn)品市場(chǎng)份額將表現(xiàn)出5：4：1的格局，中低端市場(chǎng)的利潤(rùn)率長(zhǎng)遠(yuǎn)在11%左右徘徊，高端市場(chǎng)利潤(rùn)率卻高達(dá)30%至50%，而中高端產(chǎn)品恰巧是外國(guó)葡萄酒在中國(guó)市場(chǎng)的主要形式。巨大的市場(chǎng)潛力與誘人的行業(yè)遠(yuǎn)景對(duì)外國(guó)葡萄酒生產(chǎn)企業(yè)產(chǎn)生富強(qiáng)的吸引力。O(opportunity):TheChinesewinehasbeendevelopedwithmorethan10%growthrateallthetimeinrecentyears,moreoverChinesehigh,middleandlowlevelwinesharethewholechinesewinemarketastheproportionof5:4:1respectively,theprofitrateofmiddleandlowlevelmarketiswonderingupanddownin11%foralongtime,buttheprofitrateofadvancedmarketisupto30%to50%,aboveall,highandmiddlelevelproductsisthemaintypeofforignwineinChina.Greatmarketigpotentialandbrightestwinemarketforegroundarethestrongattractiontowardsforignwinemanufacturers.威脅：市場(chǎng)競(jìng)爭(zhēng)激烈，起伏大。T(threat):fiercecompetionintheChinawinemarket.綜上所述，應(yīng)當(dāng)?shù)谝焕脟?guó)家對(duì)西南部的政策傾斜優(yōu)勢(shì)和本企業(yè)的資本技術(shù)優(yōu)勢(shì)，在自己熟悉的西南地區(qū)采用全方向的促銷和分銷手段，以最強(qiáng)的競(jìng)爭(zhēng)力迅速據(jù)有盡可能多的當(dāng)?shù)厥袌?chǎng)份額。Insum,weshouldfirstutilizethetechnologicaladvantagesandfundsupports,alsotheChinafavourablepolicyofthesouthwest,adoptomni-directionalpromotionanddistributionmeansinthesouthwestthatisknownwellourselves,capturelocalmarketshareasmuchaspossiblerapidlywiththestrongestcompetitiveness.目標(biāo)財(cái)務(wù)目標(biāo)：略營(yíng)銷目標(biāo)：成本毛利率達(dá)到200%。Marktinggoal:CostandGrossmarginisupto200%.營(yíng)銷戰(zhàn)略：strategy目標(biāo)市場(chǎng)：中國(guó)西南部，主要包括貴州，云南，廣西，重慶，四川等。Targetmarket:thesouthwestofChina,mainlyincludingGuizhou,Yunan,Guangxi,Chongqing,Sichuan,etc.定位：高級(jí)白領(lǐng)，商務(wù)花銷等中高端的花銷群；年輕的白領(lǐng)小資等花銷集體。Orientation:Seniorwhitecollar,advancedconsumptiongroupinthecommercialaffair;pettybourgeoisiesuchastheyoungwhitecollar,etc.分銷：大型飯店，葡萄酒專賣店，其他零售渠道。Distribution:Thelarge-scalehotel,themonopolizedshopofwine,otherretailchannels.銷售隊(duì)伍：在西南部各省份成立了特地的銷售中心,銷售人數(shù)達(dá)到2000人。Saleteam:technicalsalecentershavebeenestablishedineveryprovinceofthesouthwest,andthesalesforceisupto2000.服務(wù)：成立特地的售后服務(wù)網(wǎng)點(diǎn)進(jìn)行實(shí)時(shí)追蹤。Service:Setupspecialafter-saleservicesitetotrackinrealtime.廣告：電臺(tái)，電視，報(bào)紙，廣告牌等。Advertisement:broadcastingstation,TV,papers,billboard,etc.促銷：推行葡萄酒文化流傳有獎(jiǎng)知識(shí)問(wèn)答，免費(fèi)品嘗