葡萄酒營銷策劃書

市場營銷策劃書葡萄酒TheMarketingPlansaboutWines1.執(zhí)行大綱和要領andmainpoint采用“xxx作”為商標和品名，廠名為“AAA廠”；產品定價為_____；采用______(如：地毯式全方向促銷手段)；“xxx將”于___年___月___日前投放市場，目標市場為中國的西南部市場。（依照廠家的詳盡產品和供貨時間而定）Adopting"xxx"astrademarkandnameofproduct,"AAAfactory"asthenameofthefactory;Thepricingofproductsis__________;Adopting______(Forinstance:Carpettypeomni-directionalsalespromotionmethod);"xxx"Willbeputintothemarketbefore___(day)___(Month)___(Year,)thetargetmarketisthesouthwestofChina.(dependsontheconcreteproductsandtimeofdeliveringtheproducts)2.當前營銷狀況statusatpresent(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，當前還是一個小酒種，年產量多年來素來在２０萬噸左右徘徊，還不到全國酒類產品總量的１％。我國葡萄酒的人均花銷量僅是當前生界平均花銷水平的１／２０。近來幾年來，隨著人們生活水平和健康意識的提升，飲食看法的變化，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，特別是干紅葡萄酒更是當前花銷的熱門。從這個角度看，我國葡萄酒的潛藏市場十分廣闊。(1)Marketstatus:Thewineisthesecondlargestpopularbeveragewineandsecond-lowestonlytobeerintheinternationaldrinkmarket,butinourcountry,itisjustonlyasmallwineatpresent,theannualproductionhasbeenwanderingupanddownabout200,000tonsallthetimeformanyyears,evenlessthan1%ofthenationaltotalamountofalcoholproduct.Consumptionpercapitawineofourcountryisonly1/20ofthelevelofconsumptiononaverageinrecenttimes.Atpresent,withtheimprovementofpeople'slivingstandardandhealthconsciousness,thechangeofthedietidea,andvariouspropagandaofthewine,makingthewinemarketofourcountrydevelopquickly,especiallytheclaretisafocusofpresentconsumption.Lookfromthisangle,thepotentialmarketofthewineofourcountryisverybroad.(2)產品狀況：(2)productstatus:①國內：我國葡萄酒市場價格從１９９６年以來素來是送上升趨勢，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格也有不相同程度的上升。domestic:ThemarketpriceofwineinChinahasbeenontheriseallthetimesince1996,especiallythepriceoftheclaretisverylargeinascensionalrange,pricesdifferentdependsonthebrands,eachbottle(750ml)risesfrom25yuanto40-60yuan,thepriceofwineofotherkindshasrisinginvariousdegreetoo.②外國：外國的葡萄酒質量一般較國內的好，價格也隨著關稅的降低在逐漸降低，再加上銷售渠道的擴展和花銷者逐漸增加葡萄酒知識，外國的產品將被花銷者接受，所以現(xiàn)在洋葡萄酒進入國內市場要比過去簡單。Overseas:thequalityofdomesticwineisbetterthanthatofoverseas,andthepriceisalsoreducedgraduallywiththedecreaseofthetarifftoo,andwiththesalechannelexpandedandwineknowledageincreased,moreandmoreforeignproductsthereforebeadoptedbychineseconsumers,asaresult,foreignwineentersthedomesticmarketnowismoreeasilythenthepast.(3)競爭狀況：競爭格局相對牢固。當前國內張裕，長城，王朝三大品牌均分秋景，據(jù)有了國內約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)國產品牌只能囿于某一地區(qū)強搶立足之地，缺乏市場競爭力，更沒有角逐國際市場的能力。而由于國內對葡萄酒類產品進口關稅的降低，外國葡萄酒進入中國的壁壘降低，從而使得其品牌的競爭力獲取進一步提升。(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，商場和大賣場又占55%，其他為便利店、專賣店和獨立的食品店等。(4)distributionstatus:thewineconsumptionchannelisgenerallydividedintodrinkeryandretailshoptwobigthedistributechannelismeal&drinkshopaccountsfor51%,retailaccountsfor49%;Intheretailchannel,supermarketandlargesalesfieldaccountfor55%,theothersareconveniencestore,monopolizedshopandindependentfoodsupplyretailshop,etc..(5)宏觀環(huán)境解析：國際葡萄酒市場的低迷使得包括中國在內的亞洲國家成為葡萄酒競爭的主戰(zhàn)場，中國無疑將成為這類市場的熱門，這為外國葡萄酒供應了有巨大潛力的市場；中國政府激勵人民花銷更多的葡萄酒和果酒，降低浪費糧食的白酒的花銷；隨著生活水平的提升，越來越多的花銷者會開始花銷進口葡萄酒。(5)Macroenvironmentanalysis:ThedepressionoftheinternationalwinemarketmakestheAsiancountriesincludingChinabecomethemainbattlefieldofwinecompetition,Chinawillundoubtedlybecomesthefocusofsuchcrazymarket.Thishelpstoprovideagreatmarketfullofpotentialfortheforeignwines;ChinagovernmentencouragesChinesepeopletoconsumemorewineandfruitwine,reducestheconsumptionofChinesewhitewines;Withtheimprovementofthelivingstandard,moreandmoreChineseconsumerswillbegintoconsumeimportedwines.SWOT和問題解析&Analysis優(yōu)勢：本企業(yè)有雄厚的經濟權利；有較強的技術權利；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):Solideconomicforces;strongertechnologicalforces;Thenationalgovernmenthaspaidcloseattentiontothedevelopmentofwesternregionsandconfirmedtheextremelyfavourableimportsandexportspolicy.劣勢：進口葡萄酒由于只占到中國葡萄酒市場大體10%的份額，而且經銷商主要為外國獨資也許合資銷售型企業(yè)和國內小型貿易商或分銷商。同國內葡萄酒企業(yè)相同，進口酒不但要受市場開拓、市場培育和通路運作等方面較高成本費的限制，還要受制于從廠商到花銷終端（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行促銷花銷。W(weakness):Winesimportedfromabroadonlyaccountsforabout10%ofChinawinemarket,furthermore,mostofdealersmainlyareforeignSoleproprietorshipcorporationorjointventurecompany,anddomesticminitypemerchantorsameasdomesticwineenterprise,importedwinesisnotonlyrestrictedbyhighcostaspectssuchasmarketexploring,marketcultivating,marketigoperation,aslorestrictedbyhighadmissionfeecausedbymanufacturerandconsumptionterminal(suchasdrinkery,groggery,KTV,nightclub,etc.)andvariouspromotionexpense.機遇：中國葡萄酒近幾年素來以高出10%的增加速度發(fā)展，加之中國葡萄酒高中低產品市場份額將表現(xiàn)出5：4：1的格局，中低端市場的利潤率長遠在11%左右徘徊，高端市場利潤率卻高達30%至50%，而中高端產品恰巧是外國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)遠景對外國葡萄酒生產企業(yè)產生富強的吸引力。O(opportunity):TheChinesewinehasbeendevelopedwithmorethan10%growthrateallthetimeinrecentyears,moreoverChinesehigh,middleandlowlevelwinesharethewholechinesewinemarketastheproportionof5:4:1respectively,theprofitrateofmiddleandlowlevelmarketiswonderingupanddownin11%foralongtime,buttheprofitrateofadvancedmarketisupto30%to50%,aboveall,highandmiddlelevelproductsisthemaintypeofforignwineinChina.Greatmarketigpotentialandbrightestwinemarketforegroundarethestrongattractiontowardsforignwinemanufacturers.威脅：市場競爭激烈，起伏大。T(threat):fiercecompetionintheChinawinemarket.綜上所述，應當?shù)谝焕脟覍ξ髂喜康恼邇A斜優(yōu)勢和本企業(yè)的資本技術優(yōu)勢，在自己熟悉的西南地區(qū)采用全方向的促銷和分銷手段，以最強的競爭力迅速據(jù)有盡可能多的當?shù)厥袌龇蓊~。Insum,weshouldfirstutilizethetechnologicaladvantagesandfundsupports,alsotheChinafavourablepolicyofthesouthwest,adoptomni-directionalpromotionanddistributionmeansinthesouthwestthatisknownwellourselves,capturelocalmarketshareasmuchaspossiblerapidlywiththestrongestcompetitiveness.目標財務目標：略營銷目標：成本毛利率達到200%。Marktinggoal:CostandGrossmarginisupto200%.營銷戰(zhàn)略：strategy目標市場：中國西南部，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：高級白領，商務花銷等中高端的花銷群；年輕的白領小資等花銷集體。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.銷售隊伍：在西南部各省份成立了特地的銷售中心,銷售人數(shù)達到2000人。Saleteam:technicalsalecentershavebeenestablishedineveryprovinceofthesouthwest,andthesalesforceisupto2000.服務：成立特地的售后服務網點進行實時追蹤。Service:Setupspecialafter-saleservicesitetotrackinrealtime.廣告：電臺，電視，報紙，廣告牌等。Advertisement:broadcastingstation,TV,papers,billboard,etc.促銷：推行葡萄酒文化流傳有獎知識問答，免費品嘗