葡萄酒上市策划方案

1、葡萄酒上市策划报告(wine listed planning report for backsberg wine)一、桂林葡萄酒市场概况(introduction to wine market in guilin)(一)目前市场(current market)目前在桂林市场上销售的葡萄酒品种繁多，其中本土品牌有：长城、张裕、王 朝、威龙、通化、华东、白洋河、云南红、冰玫瑰及永福山等。要紧在专卖店、大 小超市、批发市场及零售店等。其中永福山为山野葡萄酒，价钱廉价加上其为桂林 本地品牌，很受桂林市民的欢迎。there are currently several wines in guilin ma

2、rket, including changcheng, zhangyu, wangchao, weilong, tonghua, huadong, baiyanghe, yunnanhong ,icerose and yongfushang which is produced in the local place, also, is popular in of these wine are domestic products.在桂林市场上销售的国外品牌有：芝华士、人头马、伏特加、轩尼诗等，主若是在名酒专卖店和各星级宾馆、酒 店销售。guilin also has some foreign wi

3、nes such as chivas, vodka, piyaer, matell, martini, xo, which are sale in star hotels , restaurants and shops.(二)桂林市场各葡萄酒品牌的价钱(price)一、国产品牌(domestic brands )长城葡萄酒市场价钱(changcheng wine)规格(specif ications ) (750ml)类型(type)价格(price)(元)年份(year)解百纳干红(cabernet )1081998解百纳干红(cabernet)45金装三年(the installed th

4、ree years)梅鹿辄干红(merlot)721997解百纳干红(cabernet)411999宝石干红(red wine)281999长城干红(赤霞珠)36华夏 huaxia red wine1081995长城干红(red wine)(昌梨)28解百纳干红(cabernet)35-45(张裕)红酒市场价钱(changyu wine)规格(specifications ) (750ml)种类(type)价格(price)(元)年份(year)解百纳干红(cabernet)981994解百纳干红(cabernet)1998百年张裕38张裕 2000 (red wine)462000张裕 19

5、95 (red wine)511995其他品牌(the rest brand)规格(specifications ) (750ml)品牌(brand)种类(type)价格(price)(元)年份(year)白洋河白洋河玫瑰佳人白洋河庄园28永福山(yongfushan)新天永福山xintianyong fu shan25永福山(yongfushan)原汁100%(yongfushan)二、国外品牌(foreign brands)(1)芝华士(chivas)(支)：428rmb/two bottles (shop price)(专卖店)(2)人头马(xo) ( ) ： 360 元(shop pr

6、ice)(专卖店)(3)人头马特级:420rmb (专卖店)(shop price)(4)路易十三：9888元(专卖店)(shop price)(5)芝华士特级：4628元(专卖店)(shop price)3、价钱分析(price analysis)(1)从上表可看出，国产葡萄酒已经形成从高到低而且比较完整的价钱体系，同 时以低价策略为要紧竞争手腕，这源于国产品牌的本钱优势和公共化战略，即以优 先占据市场为起点。from the table, we can see that the domestic wines had formed a relatively complete revoluti

7、ons price system, and low-cost strategies is the main means of this stems because of the cost advantages and popular domestic brand is as a starting point to occupy the markets priority.(2)入口葡萄酒的价钱偏高且价钱单一，由于产品的单一从而没有形成完整的价钱体系，消费者选择余地比较小，阻碍其对入口葡萄酒的消费。the imported wine prices is high , and the wines h

8、as not formed a complete price system and the consumerf s choice is relatively small, which hindered the imported wine consumption.（3）由于销售渠道、市场开拓本钱及利润空间的不同，不管是国产葡萄酒仍是入 口葡萄酒，在不同的消费市场其价钱也不一样，酒店的葡萄酒价钱比市场价高。because of different sales channels, marketing costs and profits of the space, the domestically p

9、roduced and the imported wine have different prices and consumer markets, more importantly , the prices of the wines which are sold in the hotel is high than market prices.（三）销售渠道及消费趋势（distribution channels and consumption trends）目前桂林市场上的葡萄酒分为两大销售渠道：一是以销售中低档葡萄酒为主的 超市、批发市场及零售店等，绝大部份销售国产品牌；二是以销售中高级葡萄酒

10、为 主的专卖店及高级餐饮酒店等，要紧销售国产三大品牌长城、张裕和王朝的中高级 产品和国外品牌。从这咱们能够看出，由于受价钱、消费适应、品牌知名度、口味、 产品体系及市场推行等因素的阻碍，入口葡萄酒的消费市场比较夹窄。但这种情形 将随着国家政策及葡萄酒文化的普及而慢慢改变：一是葡萄酒关税的进一步下调， 2007年关税由此刻的14%下调为零；二是新的消费税治理方法已于2006年7月1 日实施，方法规定入口葡萄酒的消费税能够中间的消费环节相抵；三是由于企业和 媒体的宣传推行，葡萄酒的健康消费理念正慢慢被消费者所同意。依照专家预测， 从此刻到2020年，葡萄酒的高中低消费比例由此刻的1： 4： 5转变

11、到5： 4： 1。这 对以销售中高级为主的入口葡萄酒来讲，是打开市场的最正确时期。the wines market is divided 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 an

12、d wangchao, which as the high-grade products are sold in the star hotels, restaurants and 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

13、 this environment is changing, beause the new policy was implemented and the wine culture is gradually 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, .

14、acording to the enterprises and the media publicity, wine 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 2020. this is useful to the imported wines and it is the best time

15、to open up the market in guilin.(四)葡萄酒的购买动机(wine purchase motivation)目前中国人尚未形成入口葡萄酒的消费适应，相对稳固的消费群体是国际商务 人员、在华工作或旅行的外籍人士及城市白领，目前入口葡萄酒的竞争要紧集中在 这三个消费领域。这些人员又有不同的消费取向：国际商务人员主若是社交需要， 这部份人认同入口葡萄酒的高品质；在华外籍人士来自葡萄酒消费文化普及的国家, 他们把葡萄酒看成生活必需品来消费；城市白领消费入口葡萄酒那么是展现身份和 时尚追求的需要。除此之外的要紧消费是假日购买行为，即在国家传统节假日，消 费者对葡萄酒的临时需

16、求，其目的是营造家庭团聚气氛或亲友老友之间的礼尚往来。at present, chinese people have 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 th

17、e three areas. these people have different consumption trends : the 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

18、the need 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、桂林入口

19、葡萄酒市场的挑战和机遇(challenges and opportunities)(一)入口葡萄酒面临的挑战的he challenge for the imported wines)一、国产葡萄酒已经完成战略布局。现时期，国产葡萄酒已经在全国一二级城市完 成部署并占有90%的市场份额，桂林市场也形成了以国产三大品牌长城、张裕、王 朝为主的竞争态势，操纵了中低档消费市场。能够说，入口葡萄酒的最大竞争对手 是国产葡萄酒。the domestic wines have been completed strategic layout. at the present stage, the domesti

20、c wines, including the great wall, zhangyu and wangchao, have occupied the secondary cities in the country and have completed 90% of the market share, it is the same to guilin controlled the major consumer markets. it can be said that the biggest competitor of the imported wine is the domestic wines

21、.二、滞后的葡萄酒消费文化。葡萄酒的消费其实确实是一种文化消费，是对时尚、 品质、健康及地位的诉求，但中国的葡萄酒消费文化尚属于起步时期，离“普及” 二字还遥遥无期，尽管高端消费者正在慢慢成长和成熟，但还远没有知足需要。 backward wine consumption culture. the wine consumption is actually a culture of consumption for fashion, quality, health status and aspirations, but the wine consumption in china is still

22、at the elementary stage , although consumer is gradually grow and mature, but it is far away from matching the needs. 3、消费习性的改变。依照一项权威调查，中国消费者对入口葡萄酒口味的关注位于 价钱以后居第二位，最典型的例子是中国消费者喜爱在葡萄酒中添加雪碧，这从侧 面说明葡萄酒的口味还不适合中国消费者。尽管都市白领、国际商务人士、政府官 员己同意入口葡萄酒的高品质口味，但入口葡萄酒要想进一步打开中国市场，知足 公共口味是必需解决的问题，不然只能是曲高和寡。the change

23、 of consumption habits. chinese consumers concern the taste when they buy the imported wines, according to an authoritys survey , the most typical example is that the chinese consumers like to add sprite in wine, which indirectly means the taste of the wines are not suitable for chinese consumers, i

24、f the imported wines want to further open china s market , it is an issue that to meet the other people taste must be addressed, while white-collar, international business people, government officials have accepted the taste of the high-quality wines, otherwise only too highbrow. 4、营销网络不健全。由于缺乏足够的网络

25、支持，入口葡萄酒的销售市场主若是一些 高级餐饮、酒店，消费群体那么以中高收入者为主，面对公共的销售网络尚没有成 立健全。inadequate marketing networks. the imported wine market is mainly in restaurants and star hotels, because of the lack of sufficient support of the consumers are the high-income persons, in the face of mass marketing network have not yet to

26、be established.(二)阻碍入口葡萄酒消费的因素(factors affecting imported wine consumption)1、价钱因素。相对国产葡萄酒，入口葡萄酒的价钱偏高，但这种情形将随着关 税和消费税的下调而改变。price factors, the imported wine prices is high than domestic wine prices, but this will decline because the traffics and taxes changes.二、消费适应。中国的酒文化是以白酒和啤酒文化为统治地位的，消费人群含 盖了草根阶级

27、和富裕阶级，葡萄酒专门是入口葡萄酒消费那么很少能进入寻常百姓 家。入口葡萄酒的口味也是阻碍其消费的一大因素。consumption habits. chinas wine culture is white spirit and beer culture , the consumers who drink white spirit and beer including the ordinary people and the rich class, the import wine consumption is little access to the everyday home. at the s

28、ame time, the imported wine taste is a major factor affecting their consumption.3、品牌因素。在现有的葡萄酒消费群体中，国产品牌由于天时、地利、人和， 在品牌推行、销售渠道方面占有绝对优势，已经在消费者心中树立了良好的品牌形 象。如国产三大品牌长城、张裕、王朝。brand factors. wine consumption in the existing groups, as a result of domestic brands, changcheng, zhangyu and wangchao, they ha

29、ve a famous name geography, so they have absolute superiority in the minds of consumers, establishing a good brand image.4、营销力度。入口葡萄酒在进入中国市场多数采取代理制，但不管是多品牌代 理制仍是单品牌代理制，厂商都缺乏对代理商的市场支持。在品牌推行，销售渠道 成立和葡萄酒文化宣传方面没有给代理商足够的支持，而代理商出于自身的实力和 追求短时间利益的考虑，也难以投入大量资金进行市场开拓，但入口葡萄酒市场的 培育是一个长期的进程，缺乏长期互赢关系的代理制给两边的合作带来了

30、极大的不 稳固。marketing efforts. most imported wine in entering the china market for agency, but neither multi-brand or single brand agency, manufacturers lack of market support for agents. in brand promotion, distribution channels and established wine culture publicity to the agents without adequate supp

31、ort, and the agents for their own strength and the pursuit of short-term interests, it will be difficult to invest a large amount of money for marketing, but to nurture import wine market is a long process, lack of long-term mutual relations agency to win the cooperation of both parties brought abou

32、t great instability.（三）入口葡萄酒的机缘（the imported wine opportunities）一、2005年，中国葡萄酒的销售额大约是102亿，其中入口葡萄酒的销售量增加了 46%,这说明尽管目前葡萄酒行业市场容量小，但入口葡萄酒进展速度比较快，而且 消费结构将进一步伐整，高级葡萄酒消费将成为主流，这对高品质的入口葡萄酒是 宝贵的机缘。2005, the wine sales is about billion in china, of which imported wine sales grew by 46%, and this shows that alth

33、ough wine industry market capacity is small, but the imported wine developed faster, and the consumption structure will be further adjustments , and high-grade wine consumption will become a mainstream, this give high-quality imported wine a golden opportunity.二、葡萄酒消费税治理方法（试行）已于2006年7月1日实施，方法规定入口 葡萄

34、酒消费税可用入口环节已纳消费税抵减。另一方面，入口葡萄酒关税己降到 14%,并于2007年降为零，这有利于入口葡萄酒采取低价策略，进一步降低销售价 钱，改变入口葡萄酒在中国消费者心中价钱偏高的形象。“wine consumption tax management practices was implemented on july 1, 2006, through the provisions of the import wine consumption tax is a consumption tax has been available on import links are offset.

35、 on the other hand, import tariffs have been reduced to 14% , by 2007 it dropped to zero, which is conducive to a low-priced imported wine strategy to further reduce the sales price of imported wine in china to change the minds of the consumer price high image.3、桂林是典型的旅行城市，2005年接待入境游客冲破100万人次，境内游客11

36、04 万，旅行总收入达57亿元人民币。庞大的旅行市场又以中高收入者为主，这种人群 容易同意西方文化，融合了身份、品位、时尚及乐趣的葡萄酒消费文化对他们更具 有吸引力，关于100万入境游客，他们对入口葡萄酒的消费更是毋庸质疑，因此有 针对性的开拓桂林旅行市场也是入口葡萄酒而临的机缘。guilin is a typical tourist city , in 2005 the city received 1 million inbound tourists and million tourists, the revenue comes to billion yuan(rmb). most of t

37、ourists are high-income persons, these groups are easily acceptable western culture, the wine consumption means the identity, quality, fashion and taste, the wine culture are more attractive to them, for one million inbound tourists, needless to say, wine consumption is to open tourism market in gui

38、lin is also a golden opportunity for the imported wine. 三、backsberg葡萄酒的特点(backsberg wine features)(一)悠长的文化。backsberg拥有上百年的历史，结合了传统工艺和现代科技的 酿造技术，成绩了高品质的葡萄酒。a culture. backsberg have a long history more than 100 years, a combination of traditional craftsmanship and modern technology brewing technology

39、, the achievements to the high-quality wines.(二)良好的国家品牌。南非葡萄酒在中国有很高的知名度，其葡萄酒己慢慢取得 中国消费者的认可。good national brands. south african wine has reputation in china, the wine consumers have gradually recognized the wine.四、backsberg 的市场目标(backsberg target market)(一)backsberg 的市场定位(backsberg market positioning

40、)backsberg作为入口葡萄酒，优秀的产品质量给予其尊贵的内涵，让每位葡萄 酒爱好者都能分享其功效是backsberg的宗旨，以高贵而价不贵作为咱们引导消费 的整体思路，因此其市场定位应确立在中高级消费市场，而且以高级为主，以中档 为辅的盈利模式。backsberg as an imported wine, are given its outstanding product with high wine lover can share the results is a purposes for backsberg, the market position should be establi

41、shed in high-grade consumer market, and dominated by high-grade.(二)backsberg 的市场目标(backsberg target market)一、旅行市场，目标消费者为来桂林旅行的外籍人士和高级白领，以三星级以上酒 店作为要紧销售渠道。tourism market, the goal for consumers is tourism expatriates and senior white-collar, three-star hotel and more is a major sales channel.二、政务宴请市场

42、，目标消费者为政府官员，一样来讲，这种消费对价钱的灵敏度 不高，高品质的入口葡萄酒更易被同意。chief dinner market, the goal is the government officials, in general, these consumers are not sensitive with price , high-quality imported wine are more easily accepted.(三)消售渠道的选择(eliminate sales channels choice)一、高级餐饮、酒店。那个地址涉及到两个问题：一是进场费，二是对酒店相关负 责人和

43、效劳员的鼓励方法，但因为不同的酒店有不同的治理模式，因此应有针对性 的制定不同的方案。restaurants and star hotels. it involves two issues : costs for approaching and the policy is related to the hotel and attendants for the incentives, but because different hotels have different management models, so there should be targeted for different pr

44、ogrammes.二、专卖店。因为专卖店销售的品牌较多，销售人员很难集中关注某一品牌，因此 在给予专卖店适合的利润空间的同时，还应制定鼓舞销售人员推销backsberg的鼓 励方案。shops. the salesmen are more difficult to focus on a particular brand because selling in their shops, so it is very important to make a incentive programme to encourage the sales staff to sell backsberg.3、大型超市

45、。以目前各大型超市的进场条件，超市的盈利能力太弱，这一销售渠道 只是作为推行品牌的补充，以销售中档backsberg为主，要紧目的是达到与国产中 档葡萄酒竞争。supermarkets. the current approach to the supermarkets conditions, the profitability is small, the channels only as a supplement to promote backsberg.五.价钱策略(price strategy)backsberg作为有百年历史的葡萄酒品牌，在制定价钱时，既要考虑其市场价 值，同时也要结合中

46、国此刻的市场竞争状况，针对不同营销渠道制定不同的价钱， 并形成较完整的价钱体系。backsberg as the 100-year-old wine brands , it is necessary to consider the market value and the market competition should make different prices according to different channels, in order to complete price system.l专卖店价钱。参照此刻国产和入口葡萄酒的定价，应比市场价高同 时其价钱应比一样国产葡萄酒高。sh

47、op prices. comparing with the domestic wine and the imported wine pricing, backsberg price should be highly 5%-10% than market price, its price should be higher than the same wine made in china.2 .超市价钱。超市以销售中档backsberg为主，作为推行品牌的渠道，应以种 类的多样化来制定不同的价钱。supermarket prices. the moderate backsberg should b

48、e sold in supermarket, which mainly as a channel for brand promotion should be diversified to develop different types of prices.3 .高级餐饮及酒店价钱。此类场合的消费者对价钱的灵敏度较低，对葡萄酒的 品质要求很高，一旦对品牌的认同就会表现出很高的忠诚度，因此应以消售高级 backsberg 为主。senior restaurant and hotel prices. such occasions consumers less sensitive to prices,

49、 high demand for quality wine, once the identity of the brand will be displayed great loyalty, it should be to sell the high-grade backsberg.六.广告策略(advertising strategy)backsberg为入口葡萄酒，尚未在桂林市场上销售，与己在市场上销售连年的 其他入口葡萄酒相较明显缺乏知名度，因此投入适当的广告是宣传产品的较好选择, 也是寻觅潜在消费者的理想方式。为了达到最好的广告成效，建议采纳多种广告形 式相结合。backsberg as

50、 a import wine, does not sell in guilin city before, comparing with other wine that have been on the market for years , backsberg is lack of visibility , the input of appropriate advertising promotional products are better choices, but also the ideal way to find potential consumers. to achieve the b

51、est advertising results we suggest combine various forms of advertising.1 .电视广告.以桂林电视台为宣传媒体，目标观众为桂林市区12个县市己有的饮酒爱好者和潜在的葡萄酒消费者，广告应以突出backsberg的地域特点为卖点， 让观众感受来自南非的葡萄酒文化。tv advertisements . target audience including drinking wine lovers and potential consumers , who live in the 12 cities and counties be

52、long to guilin city, advertising should be to highlight backsberg geographical features as a selling point for visitors to experience the culture of wine from south africa.2 .报纸广告，以桂林晚报为宣传媒体，报纸广告具有保留时刻长且信息量丰硕 的优势，因此应采纳持续的系列广告模式对backsberg的各类类进行消费引导。newspaper advertising. guilin evening post as the me

53、dia, have kept for a long time and newspaper advertisements information rich advantages, the model should be used for the series of advertisements for a wide variety of consumer backsberg guide.3 .现场促销及现场广告相结合，这种方式能够直接面对消费者，能迅速搜集消费者 对产品的反映，而且制作本钱低。这种模式比较适合在目标消费者集中的场合，如 大型商场、超市和休闲娱乐广场。combining the m

54、arketing and advertising, which could be directly facing consumers, the products can be rapidly reflected in the collection of consumer and production more, the cost is low. this model is suitable for the occasion concentrated in the target consumers, such as large shopping malls, supermarkets and leisure entertainment plaza.七、活动策划(activities planned)(一)活动时刻的选择：中秋节前 3 天。(activities timing : three days before the mid-autumn festival.)(二)活动的内容及时期安排(the content and organization stage activities)1.广告选择：a)桂林晚报作产品宣传，为期3天；b)在桂林电视台作广告，