發(fā)布時間：2018-03-13 20:37

  本文選題：斯瑞德　切入點：差異化　出處：《中國石油大學(華東)》2014年碩士論文　論文類型：學位論文

【摘要】：中國葡萄酒市場經(jīng)過了一個快速增長的階段,現(xiàn)在其發(fā)展正趨于平穩(wěn)。國內(nèi)葡萄酒企業(yè)在市場投入方面不斷增加,大量進口葡萄酒也不斷國內(nèi),導(dǎo)致國內(nèi)葡萄酒市場的競爭激烈異常。同時,由于國際金融形勢及國內(nèi)相關(guān)政策、經(jīng)濟環(huán)境的影響及國內(nèi)大型企業(yè)開始涉足進口葡萄酒代理行業(yè),葡萄酒業(yè)面臨著行業(yè)內(nèi)洗牌的境地。面臨復(fù)雜的國內(nèi)葡萄酒市場及葡萄酒行業(yè)越來越同質(zhì)化的問題,如何使斯瑞德國際商貿(mào)有限公司得到長足發(fā)展。本文認為實施差異化的營銷既能給企業(yè)帶來豐厚的回報,又會提升公司的市場競爭力。本文主要研究斯瑞德國際商貿(mào)有限公司的差異化營銷,對在國產(chǎn)葡萄酒與進口葡萄酒、進口葡萄酒與進口葡萄酒之間競爭日益激烈的形勢下,斯瑞德國際商貿(mào)有限公司如何適應(yīng)市場環(huán)境、結(jié)合企業(yè)自身具體情況不斷加強市場競爭力提出了對策。本文主要分為七個部分,首先,介紹了本文研究的目的和意義;其次,介紹了國內(nèi)外葡萄酒差異化營銷的研究現(xiàn)狀及本文的研究基礎(chǔ);第三,運用PEST研究方法對斯瑞德宏觀環(huán)境進行了分析,運用“五力”模型分析對斯瑞德微觀營銷環(huán)境進行了分析,同時,還對進口葡萄酒市場潛力及消費者消費行為進行了分析;第四,介紹了斯瑞德國際商貿(mào)有限公司的基本情況、斯瑞德營銷的現(xiàn)狀,對斯瑞德自身營銷情況進行了SWOT分析;第五章,根據(jù)斯瑞德營銷過程中存在的問題,結(jié)合差異化營銷理論,對斯瑞德實行差異化營銷的必要性與可行性進行論證;第六章,根據(jù)斯瑞德營銷存在的問題,結(jié)合SWOT分析、營銷環(huán)境的分析結(jié)果,提出斯瑞德國際商貿(mào)有限公司異化營銷的對策,為斯瑞德國際商貿(mào)有限公司的進一步發(fā)展提供新思路;第七章,總結(jié)本文,得出結(jié)論。
[Abstract]:The Chinese wine market has gone through a period of rapid growth, and now its development is becoming more and more stable. Domestic wine enterprises have been increasing their investment in the market, and a large number of imported wines have also been continuously imported domestically. This has led to fierce competition in the domestic wine market. At the same time, due to the international financial situation and related domestic policies, the impact of the economic environment and the domestic large enterprises began to set foot in the import wine agency industry. The wine industry is facing a situation of intra-industry reshuffle. It faces the complex domestic wine market and the growing homogeneity of the wine industry. How to make Sred International Trade Co., Ltd to get great development. This paper thinks that the implementation of differentiated marketing can bring a rich return to the enterprise. This paper mainly studies the differential marketing of Sred International Trade Co., Ltd., which is aimed at increasing competition between domestic wine and imported wine, imported wine and imported wine. How to adapt to the market environment and how to strengthen the market competitiveness of Sred International Trading Co., Ltd. According to the specific situation of the enterprise itself, this paper is divided into seven parts. Firstly, the purpose and significance of this study are introduced; secondly, This paper introduces the research status quo of wine differentiation marketing at home and abroad and the research basis of this paper. Thirdly, it analyzes the macro environment of Sred by using PEST research method. Using the "five forces" model to analyze the micro marketing environment of Sred, at the same time, it also analyzes the market potential of imported wine and consumer consumption behavior. 4th, it introduces the basic situation of Sred International Trade Co., Ltd. Based on the current situation of Sred's marketing, the author makes a SWOT analysis of Sred's own marketing situation. Chapter 5th, according to the problems existing in the process of Sred's marketing, combines the theory of differential marketing, The necessity and feasibility of Sred's implementation of differentiated marketing are demonstrated. Chapter 6th, according to the problems existing in Sred's marketing, combined with SWOT analysis, the analysis results of marketing environment, This paper puts forward the countermeasures of Sred International Trade Co., Ltd.'s dissimilation marketing, which provides a new idea for the further development of Sred International Trade Co., Ltd. 7th chapter, summarizes this article and draws a conclusion.
【學位授予單位】：中國石油大學(華東)
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.82;F274

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