葡萄酒營(yíng)銷(xiāo)策劃書(shū)

1、市場(chǎng)營(yíng)銷(xiāo)策劃書(shū)葡萄酒TheMarketingPlansaboutWines.執(zhí)行概要和要領(lǐng)andmainpoint采用“xxX車(chē)為商標(biāo)和品名，廠名為“AA/T”；產(chǎn)品定價(jià)為；采用(如：地毯式全方位促銷(xiāo)手段)；“xxx等于_年一日前投放市場(chǎng)，目標(biāo)市場(chǎng)為中國(guó)的西南部市場(chǎng)。(根據(jù)廠家的具體產(chǎn)品和供貨時(shí)間而定)Adoptingxxxastrademarkandnameofproduct,AAAfactoryasthenameofthefactory;Thepricingofproductsis;Adopting(Forinstance:Carpettypeomni-directionalsalespr

2、omotionmethod);xxxW川beputintothemarketbefore(day)(Month)(Year,)thetargetmarketisthesouthwestofChina.(dependsontheconcreteproductsandtimeofdeliveringtheproducts).目前營(yíng)銷(xiāo)狀況statusatpresent(1)市場(chǎng)狀況：葡萄酒是國(guó)際酒類(lèi)市場(chǎng)中僅次于啤酒的第二大流行飲料酒，但在我國(guó)，目前還是一個(gè)小酒種，年產(chǎn)量多年來(lái)一直在20萬(wàn)噸左右徘徊，還不到全國(guó)酒類(lèi)產(chǎn)品總量的1%。我國(guó)葡萄酒的人均消費(fèi)量?jī)H是當(dāng)前世界平均消費(fèi)水平的1/20。近年來(lái)，隨著人

3、們生活水平和健康意識(shí)的提高，飲食觀念的變化，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，尤其是干紅葡萄酒更是當(dāng)前消費(fèi)的熱點(diǎn)。從這個(gè)角度看，我國(guó)葡萄酒的潛在市場(chǎng)十分廣闊。(1)Marketstatus:Thewineisthesecondlargestpopularbeveragewineandsecond-lowestonlytobeerintheinternationaldrinkmarket,butinourcountry,itisjustonlyasmallwineatpresent,theannualproductionhasbeenwanderingupanddownabo

4、ut200,000tonsallthetimeformanyyears,evenlessthan1%ofthenationaltotalamountofalcoholproduct.Consumptionpercapitawineofourcountryisonly1/20ofthelevelofconsumptiononaverageinrecenttimes.Atpresent,withtheimprovementofpeopleslivingstandardandhealthconsciousness,thechangeofthedietidea,andvariouspropaganda

5、ofthewine,makingthewinemarketofourcountrydevelopquickly,especiallytheclaretisafocusofpresentconsumption.Lookfromthisangle,thepotentialmarketofthewineofourcountryisverybroad.(2)產(chǎn)品狀況：(2)productstatus:國(guó)內(nèi)：我國(guó)葡萄酒市場(chǎng)價(jià)格從1996年以來(lái)一直是呈上升趨勢(shì)，特別是干紅葡萄酒的價(jià)格上升幅度很大，依品牌不同，每瓶(750亳升)從25元上升40-60元不等，其它種類(lèi)葡萄酒的價(jià)格也有不同程度的上升。domes

6、tic:ThemarketpriceofwineinChinahasbeenontheriseallthetimesince1996,especiallythepriceoftheclaretisverylargeinascensionalrange,pricesdifferentdependsonthebrands,eachbottle(750ml)risesfrom25yuanto40-60yuan,thepriceofwineofotherkindshasrisinginvariousdegreetoo.國(guó)外：國(guó)外的葡萄酒質(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(xiāo)售渠道

7、的擴(kuò)展和消費(fèi)者逐漸增加葡萄酒知識(shí)，國(guó)外的產(chǎn)品將被消費(fèi)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)去容易。Overseas:thequalityofdomesticwineisbetterthanthatofoverseas,andthepriceisalsoreducedgraduallywiththedecreaseofthetarifftoo,andwiththesalechannelexpandedandwineknowledageincreased,moreandmoreforeignproductsthereforebeadoptedbychineseconsumers,asaresu

8、lt,foreignwineentersthedomesticmarketnowismoreeasilythenthepast.(3)競(jìng)爭(zhēng)狀況：競(jìng)爭(zhēng)格局相對(duì)穩(wěn)定。目前國(guó)內(nèi)張?jiān)?，長(zhǎng)城，王朝三大品牌平分秋色，占據(jù)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)爭(zhēng)奪立足之地，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(lèi)產(chǎn)品進(jìn)口關(guān)稅的降低，國(guó)外葡萄酒進(jìn)入中國(guó)的壁壘降低，從而使得其品牌的競(jìng)爭(zhēng)力得到進(jìn)一步提升。(3)competitionstatus:Thecompetitionisrelativelystable.Atpresent

9、,domesticZhangYu,GreatWall,Dynasty,thesethreemajorbrandsoccupyhalfofdomesticmarket,52%orso.inaddition,dozensofforeignbrandsfromsuchasFrance,Italy,andotherelsecountries.Mostofdomesticbrandsonlyfocustheireyesonacertainregionandselltheirproducttolimitedplaces,theyarelackofmarketingcompetitionandwithout

10、enougnabilitytoenterintheinternationalmarket.InvirtueoftariffdecreasingandbarrierofforeignwinesenteringChinareleasing,thusmakesthecompetitionoftheirbrandsfurtherpromoted.(4)分銷(xiāo)狀況：葡萄酒的消費(fèi)渠道一般分為餐飲酒店和商超零售兩大類(lèi)，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(mài)場(chǎng)又占55%，其余為便利店、專(zhuān)賣(mài)店和獨(dú)立的食品店等。(4)distributionstatus:thewine

11、consumptionchannelisgenerallydividedintodrinkeryandretailshoptwobigthedistributechannelismeal&drinkshopaccountsfor51%,retailaccountsfor49%;Intheretailchannel,supermarketandlargesalesfieldaccountfor55%,theothersareconveniencestore,monopolizedshopandindependentfoodsupplyretailshop,etc.(5)宏觀環(huán)境分析：國(guó)際葡萄酒市

12、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(lèi)市場(chǎng)的熱門(mén)，這為國(guó)外葡萄酒提供了有巨大潛力的市場(chǎng)；中國(guó)政府鼓勵(lì)人民消費(fèi)更多的葡萄酒和果酒，降低浪費(fèi)糧食的白酒的消費(fèi)；隨著生活水平的提高，越來(lái)越多的消費(fèi)者會(huì)開(kāi)始消費(fèi)進(jìn)口葡萄酒。(5)Macroenvironmentanalysis:ThedepressionoftheinternationalwinemarketmakestheAsiancountriesincludingChinabecomethemainbattlefieldofwinecompetition,Chinawillundoubtedlybecomest

13、hefocusofsuchcrazymarket.Thishelpstoprovideagreatmarketfullofpotentialfortheforeignwines;ChinagovernmentencouragesChinesepeopletoconsumemorewineandfruitwine,reducestheconsumptionofChinesewhitewines;Withtheimprovementofthelivingstandard,moreandmoreChineseconsumerswillbegintoconsumeimportedwines.SWOT和

14、問(wèn)題分析&Analysis優(yōu)勢(shì)：本集團(tuán)有雄厚的經(jīng)濟(jì)勢(shì)力；有較強(qiáng)的技術(shù)勢(shì)力；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)大約10%的份額，而且經(jīng)銷(xiāo)商主要為國(guó)外獨(dú)資或者

15、合資銷(xiāo)售型企業(yè)和國(guó)內(nèi)小型貿(mào)易商或分銷(xiāo)商。同國(guó)內(nèi)葡萄酒企業(yè)一樣，進(jìn)口酒不僅要受市場(chǎng)開(kāi)拓、市場(chǎng)培育和通路運(yùn)作等方面較高成本費(fèi)的制約，還要受制于從廠商到消費(fèi)終端(酒店、賣(mài)場(chǎng)、酒吧、KTM夜總會(huì)等)所發(fā)生的高額進(jìn)場(chǎng)費(fèi)和各種推廣促銷(xiāo)費(fèi)用。W(weakness):Winesimportedfromabroadonlyaccountsforabout10%ofChinawinemarket,furthermore,mostofdealersmainlyareforeignSoleproprietorshipcorporationorjointventurecompany,anddomesticminityp

16、emerchantorsameasdomesticwineenterprise,importedwinesisnotonlyrestrictedbyhighcostaspectssuchasmarketexploring,marketcultivating,marketigoperation,aslorestrictedbyhighadmissionfeecausedbymanufacturerandconsumptionterminal(suchasdrinkery,groggery,KTV,nightclub,etc.)andvariouspromotionexpense.機(jī)會(huì)：中國(guó)葡萄酒

17、近幾年一直以超過(guò)10%的增長(zhǎng)速度發(fā)展，加之中國(guó)葡萄酒高中低產(chǎn)品市場(chǎng)份額將呈現(xiàn)出5：4：1的格局，中低端市場(chǎng)的利潤(rùn)率長(zhǎng)期在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)品恰恰是國(guó)外葡萄酒在中國(guó)市場(chǎng)的主要形式。巨大的市場(chǎng)潛力與誘人的行業(yè)前景對(duì)國(guó)外葡萄酒生產(chǎn)企業(yè)產(chǎn)生強(qiáng)大的吸引力。O(opportunity):TheChinesewinehasbeendevelopedwithmorethan10%growthrateallthetimeinrecentyears,moreoverChinesehigh,middleandlowlevelwinesharethewholechinese

18、winemarketastheproportionof5:4:1respectively,theprofitrateofmiddleandlowlevelmarketiswonderingupanddownin11%foralongtime,buttheprofitrateofadvancedmarketisupto30%to50%,aboveall,highandmiddlelevelproductsisthemaintypeofforignwineinChina.Greatmarketigpotentialandbrightestwinemarketforegroundarethestro

19、ngattractiontowardsforignwinemanufacturers.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)首先利用國(guó)家對(duì)西南部的政策傾斜優(yōu)勢(shì)和本集團(tuán)的資金技術(shù)優(yōu)勢(shì)，在自己熟悉的西南地區(qū)采取全方位的促銷(xiāo)和分銷(xiāo)手段，以最強(qiáng)的競(jìng)爭(zhēng)力迅速占領(lǐng)盡可能多的本地市場(chǎng)份額。Insum,weshouldfirstutilizethetechnologicaladvantagesandfundsupports,alsotheChinafavourablepolicyofthesouthwest,ado

20、ptomni-directionalpromotionanddistributionmeansinthesouthwestthatisknownwellourselves,capturelocalmarketshareasmuchaspossiblerapidlywiththestrongestcompetitiveness.目標(biāo)財(cái)務(wù)目標(biāo)：略營(yíng)銷(xiāo)目標(biāo)：成本毛利率達(dá)到200%。Marktinggoal:CostandGrossmarginisupto200%.營(yíng)銷(xiāo)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:thesouthwest

21、ofChina,mainlyincludingGuizhou,Yunan,Guangxi,Chongqing,Sichuan,etc.定位：高級(jí)白領(lǐng)，商務(wù)消費(fèi)等中高端的消費(fèi)群；年輕的白領(lǐng)小資等消費(fèi)群體。Orientation:Seniorwhitecollar,advancedconsumptiongroupinthecommercialaffair;pettybourgeoisiesuchastheyoungwhitecollar,etc.分銷(xiāo)：大型飯店，葡萄酒專(zhuān)賣(mài)店，其他零售渠道。Distribution:Thelarge-scalehotel,themonopolizedshopofwine,otherretailchannels.銷(xiāo)售隊(duì)伍：在西南部各省份成立了專(zhuān)門(mén)的銷(xiāo)售中心,銷(xiāo)售人數(shù)達(dá)到2000人。Saleteam:technicalsalecentershavebeenestablishedineveryprovinceofthesouthwest,andthesalesforceisupto2000.服務(wù)：設(shè)立專(zhuān)門(mén)的售后服務(wù)網(wǎng)點(diǎn)進(jìn)行實(shí)時(shí)跟蹤。Service:Setupspecialafter-saleservicesitetotrackinrealtime.廣告：電臺(tái)，電視，報(bào)紙，廣告牌等。Advertisement:broadcastingstation,