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首页 中国红酒市场分析及竞争者分析(China wine market analysis and co…

中国红酒市场分析及竞争者分析(China wine market analysis and competitor analysis).doc

中国红酒市场分析及竞争者分析(China wine marke…

孙柳萱
2018-12-22 0人阅读 举报 0 0 暂无简介

简介:本文档为《中国红酒市场分析及竞争者分析(China wine market analysis and competitor analysis)doc》,可适用于社会民生领域

中国红酒市场分析及竞争者分析(Chinawinemarketanalysisandcompetitoranalysis)中国红酒市场分析及竞争者分析(Chinawinemarketanalysisandcompetitoranalysis)Winemarketanalysis:Wineisthesecondmostpopulardrinkintheinternationalwinemarketafterbeer,butinourcountry,thepercapitaconsumptionofwineisonlyofthecurrentaverageconsumptionlevelInthisway,thedoortoourwinemarkethasnotyetbeenfullyopened,andevennowitisonlyasmallslitNow,China'swinemarketissmall,percapitaconsumptionlevelislow,lowerconsumerbaseandhugemarketdemandpotential,determinesthewineindustryinChinawillmaintainrapidgrowthAtthesametime,weshouldalsopayattentiontoourWineconsumermarketpotentialreleaseisagradualprocess,needtochangeconsumerhabitsandChina'swinegrapebaseconstruction,therefore,wehopethattheindustrya"blowout"phenomenonisnotrealisticBeforethegovernmentannouncedthefinancialcrisis,highendwinehadfallensharplyTheimpactofthefinancialsituationonthewineindustryisalsoinevitable,especiallyhighendwine,isexpectedtodeclinebyButthereisalsoaninterestingphenomenon,thatis,costeffectivewinesoughtafterbyconsumersSeefromthewarmatmospherebeforetheclosingoftheGuangzhouinternationalwineexhibitionisnotdifficult,frommorethancountriesoftheworld'sWineChinasawahugeconsumermarket,atthesametimetryingtoRMBrelativelystrong,exportslessriskytoweakenthemarketChinafinancialcrisisimpactAndatthescene,thereisnoshortageofdomesticwinepriceslowerthanthecountryoforigin,importedwineItisnotdifficulttoseethatforeignwinemakersareincreasingtheirsalesinchinaInfact,whileChinaisnottheworld'slargestwineconsumermarket,itisdefinitelythestrongestmarketThus,theChinesemarketforredwine,itisapieceofcakehasnotbeensuccessfullycutForit,wecannotseetheoutcome,thenwehavenoshareinthecakeafterfinishingcuttingmay,ofcourseisnotcasuallyundertheknife,sothatwemaybeabletoenjoythedestructionoftheoriginalone(tomakeourproductsdifficulttochangethebadimpressioninthemindsofconsumers)Tofindtherightplacefortheknifeonthecake,itisourfirstprioritytohavethecakethatisthemostsuitableforusInaddition,consumersenthusiasticallypursued,costeffectiveproductsconsumerpsychologycanbecomeapowerfulbreakthroughinourmarketingAnd,becauseWineconsumergroupshavemainlyhighincomegroupsinthecity,buttheaveragepricewasalsolowerthanthatofotherliquormustbehigh,thereforeWineconsumerpricesensitivitythanotherliquor,highsensitivitytobrandAccordingtothesurvey,consumerschoosethemostimportantbrandofwine,andthenthepriceTheseyears,inthemindsofconsumersChineseChateauhassuccessfullyestablishedaconceptofwinehighendbrandisanindisputablefactAslongasweuseareasonablemarketingtool,thesetwoproductswillbecomeahighqualitybrandintheheartsofconsumers,sothatourconsumersbelievethattheproductsweofferareabsolutelyexcellentvalueformoneyThen,letconsumersacceptourproducts,sothatthisproductsuccessfullyenteredtheChinesemarketisnotdifficultAndthese,Throughtheimplementationoftheconceptofmarketingmayneedtoreach:thecharacteristicsofthecabinandtheFrenchcastle,anduniquecharmandconsumerdemandcloserintegration,throughtheintroductionofaspecificconcept,toarousetheattentionofconsumers,identity,arousetheirsympathy,andadorablehairdemandforproductsThisconceptwillbeinthemarketsurveyonthespecificsuggestionsFromthecharacteristicsofChineseconsumer'spointofview,inrecentyears,withtheincreaseofpeople'sdiethealthconcept,healthcarefunctionsbecauseofitsWineitselfhasattractedmoreandmoreattention,theconsumptionofsuddenwarming,becometheliquormarketdarlingThemorethanforeignbrandsofmorethancountriesandmorethandomesticmanufacturersandbrandsconvergeinourcountry,andtheintensityofmarketcompetitioncanbeimaginedBasedontheaboveinformation,theconsumptionofredwineinChinaisstillinthe"beginning"stageofdevelopmentThismarketisnotnonexistent,buthasnotyetbeendevelopedWhat'smore,thewaitingmarketisquitepromisingManydomesticconsumers,theydonotrefusewineconsumption,butlittlechance,apartofthem,forthewineisnottoomuchtounderstand,orwecanbeunderstoodastheyarejustwaitingforahighqualityoftheproducts,tostimulatetheirdesiretopurchase,tocreateakindofthenewwinepleasantwayoflifeWebelievethatLecastleandtheFrenchChaletcanbecomeaproductofthiskindinthefuture,andtheywillbeabletosetoffanewwaveofcomfortableliferepresentedbyhighqualityredwineinchinaWelookforwardtotheday,andwelookforwardtoseeingit,bitbybit,throughourowneffortsinthedaystocomeTwocompetitoranalysis:Atpresent,thedomesticwineproductionoutputoftonsofenterpriseshavemorethan,andwineproductiongiantenterprisesareChangyu,theGreatWall,DynastyAccordingtostatistics,themarketshareofstrongenterprisesare:Changyu,theGreatWall,DynastyConsumersarefamiliarwiththebrands:Changyu,theGreatWall,Dynastyconsumers'mostfrequentwinebrandsareZhang,theGreatWall,andWangZhaozhanAmongthem,China'swellknowntrademarkChangyuWineisthemostfamiliarandmostpopularbrandNow,weanalyzetheZhangyu,amajorcompetitorofredwineAsChina'swinemarketleader,YantaiChangyuGroupCo,Ltdhasmadethefollowingefforts,andachievedcertainsuccess:Intheyearsofgrowthanddevelopment,itchangedfrom"doingbusiness"to"doingthemarket",from"selling"to"marketing""Isnolongerasimplemarketingandproductioninthetwotransformationoftheenterprisebusiness,butorganiccombinationofmarketorientedresearch,decisionmaking,implementation,monitoring,tocreatethebestbenefitswhilesatisfyingtheinterestsofconsumersforenterprisesUndertheguidanceofthecorrectmarketingconcept,,consecutiveyearsofproduction,sales,salesrevenueandmarketshareareamongthehighestintheindustryinthenationalproductmarketcompetitivenesssurvey,Wonthe"idealbrand"inthemindsofconsumers,theactualpurchaseofbrandandshoppingfirstchoicebrandthreefirstSince,Changyuhasfoundmanynewconsumersthroughahugenationalcampaign:Thisisthe"ChinaWineCultureExhibition"heldinChinainthepasttwoyears"AhundredyearsZhangyuhasarichculturalheritage,ChineseandWesternChangyuinthemarketmoreandmoreemphasisonaculturalidentity,whichemphasizetheirOrientalpersonalityBasedonChinesetraditionalcultureof"Chinesewinecultureexhibition",usingalargenumberofpicturesandhistoricalfacts,detailedintroductionofChinesewine,yearsoflonghistoryIn,Changyu'smarketingstrategy,thecorepartis:cultivatethemarket,theconsumerculture,asinthepastandwellintentioned"Inordertocultivateconsumers,Changyufocusoncommunication"Subjecttopricefactors,oftenofWineconsumers,mainlyinthehighincomeclass,inaddition,theadministrativemanagementpersonnelcannotbeignoredthemainstreamconsumergroupsoccasionalconsumersaremainlyyoungpeopleZhangYucommunicationisthemainobjectofthesepeople,isabouttoconsolidatetheregularconsumer,sothatoccasionalconsumersgraduallyshifttoregularconsumers,whileopeningupalargenumberofnewconsumersFordifferentlevelsofconsumption,theyusedifferentwaysofcommunicationForregularconsumers:ZhangYu,throughaseriesoftargetedintegrationofthedisseminationofthemaindisplayofthehealthofwine,natureanditsculturalconnotationswinetasteandstyleTheypassedonregularconsumersthemainsourceofinformation,suchasmagazines,sportsprograms,highgradehotel,"infiltrationsilent"culture,inthemindsofconsumerstoimproveWineaffinity,atthesametimethroughaseriesofbrandstrategy,establishZhangYuOrientalwineclassicimage,"legendqualityAhundredyearsZhangyu"asthetheme,alsomakesthesystemcommunicationontheWineobtainedgoodresultsWhatabouttheoccasionalconsumer:ChangyuisfocusedontheexhibitionitselfWinevfashioncolor,bycontrollingthespreadofmassmedia,toconveyavarietyofWinefashioninformation,createanatmospherethatisWineasasymboloftheidentityofthepromotion,makeitbecomepartofthefashiontrendSuchasinthenewspapertoopenupeyecatchingwineconsumptioncolumn,inthetelevisionstationprimetimewineintovarioustopics,heldavarietyofwineknowledgelecturesThroughalongandgradualinfiltration,consumersarestartingtoadoptamindset:choosingwineischoosingabetterlifestyleApostmortemsurveyshowedthatmanyconsumerswereinfluencedbythespreadandgrewtolikewineWeshouldthinkabouttheseinitiativesofChangyu,andforconsumers,redwineisnotjustadrink,itshouldbeagoodqualityoflife,andsomekindofattitudetowardslifeChangyusuccessstoriesprovetous,tograsptheconsumerneedfordifferentconsumers,anantidoteagainstthedisease,"seizetheconsumerpsychology,tomeettheirlifeattitude,fullydemonstratetheproductadvantages,makeproductsandconsumerlifeintegrationProductmarketingisnotthepastsimpletosellyourproducts,itshouldsetupaproductawarenessinthemindsofconsumers,sothatourproductsbecomeakindofidea,takerootinthemindsoftheconsumers,andultimatelyformastablebrandloyaltyThroughtheanalysisofthemaincompetitorssuchasChangyu,wecanfindouttheweaknessoftheirmarketingandmaketheproductspenetratethemarketatthebestangleSpecificways,aftertheintroductionofnetworkmarketingwilldospecificanalysisThree,conceptmarketingTheconceptofmarketingfromthemarketingtomodernconsumptionandcreatethedemandofutilitariannature,playedapioneeringroleinthehornandseizethemarketcompetitiontakecitiesandseizeterritory,theconceptofguiding,XianshengduorenBeforetheproductisofficiallylisted,themarketingcampaignwillbecarriedoutearlyFirstofallforconsumerstopassnewconsumerattitudes,trendsandstandardsofliving,theupcomingreleaseofthecity'stwoproductsinformationNoconsumerproductshavebeenheardandwontheconsumptionofnewdynamicinintentionallyandunintentionally,learntheadvancedknowledgeofcommodities,whichisconducivetotheformationofthesalesofourproductsfavorableproductconceptandbrandconceptThispreparesthecustomerbaseforthesaleofmutuallybeneficialexchanges,increasetherateofreturnoninvestmentFromtheproductofnew,beautiful,unique,convenientfeaturessuchaspublicityofnew,adapttoconsumerpsychology,provideselectionandtimeonthenewdecisionmakingroomforconsumersConsumerscanacceptnewconsumptionconceptsinrationalthinking,shakedowntheoriginalconsumptionhabits,establishnewconsumertendenciesorpsychologicalstereotypes,andproducepsychologicalexpectationsfornewproductsThus,onceourproductisonthemarket,thepotentialdemandwillsoontranslateintoarealisticpurchaseactivityThisgreatlyshortensthetimefornewproductstoexpandintothemarket,acceleratestherateofreturnonprofits,andmeetstherequirementsofshorteningtheeconomiclifecycleofproductsFour,marketpositioningYoungwhitecollarFive,marketingP:PriceThroughpreliminaryPricing:LeCastle(yuanbottle)andFrenchChalet(yuanbottle)torunskimmingpricingstrategy:First,thewinemarketisrelativelybroad,andredwineconsumptionpricesensitivityisnotasgoodasotherliquor,andthesensitivityofthebrandishigher,higherpriceswillnotcauseasignificantreductioninconsumersSecond,highpriceswillreducedemandtosomeextent,butthatdoesnotoffsetthebenefitsofhigherpricesThird,ourwinepricesslightlyhigher,butinthecontextofthewinemarketandbrandsupportpriceisstillrelativelylow,sothepricewillmakeconsumersbelievethatourproductsmorehighqualityproducts,todeepentheimpressionproductdistributionPromotion

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中国红酒市场分析及竞争者分析(China wine market analysis and competitor analysis)

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