葡萄酒上市策划方案.docx

1、葡萄酒上市策划方案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。主要在专卖店、大小超市、批发市场及零售店等。其中永福山为山野葡萄酒，价格便宜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 Gu

2、ilin market,including changcheng,zhangyu,wangchao,weilong,tonghua,huadong,baiyanghe,yunnanhong,icerose and yongfushang which is produced in the local place,also, is popular in Guilin.All 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，主要是在名酒专卖店和各星级宾馆、酒店销售。Guilin also has some for

3、eign wines 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格(price)1、国产品牌(Domestic brands )长城葡萄酒市场价格(changcheng wine)规格(Specifications )(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)红酒市场价格(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)63.31998百年张裕38张裕2000(red wine)462000张

5、裕1995(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11.6玫瑰佳人15.5 白洋河庄园28永福山(yongfushan)新天永福山Xintian Yong Fu Shan25-永福山(yongfushan)原汁100% (yongfushan)9.8-2、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)（

6、V.O.S.P）：360元（shop price）(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、价格分析(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格体系，同时以低价策略为主要竞争手段，这源于国产品牌的成本优势以及大众化战略，即以优先占领市场为出发点。 From the table, we can see that the domestic wines had formed a relat

7、ively complete revolutions price system, and low-cost strategies is the main means of this stems because of the cost advantages and popular domestic brand strategy.It is as a starting point to occupy the markets priority.（2）进口葡萄酒的价格偏高且价格单一，由于产品的单一从而没有形成完整的价格体系，消费者选择余地比较小，阻碍其对进口葡萄酒的消费。The imported wi

8、ne prices is high , and the wines has not formed a complete price system and the consumers choice is relatively small, which hindered the imported wine consumption.（3）由于销售渠道、市场开拓成本及利润空间的不同，无论是国产葡萄酒还是进口葡萄酒，在不同的消费市场其价格也不一样，酒店的葡萄酒价格比市场价高。Because of different sales channels, marketing costs and profits

9、of the space, the domestically produced 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

10、市场及零售店等，绝大部分销售国产品牌；二是以销售中高档葡萄酒为主的专卖店及高级餐饮酒店等，主要销售国产三大品牌长城、张裕和王朝的中高档产品和国外品牌。从这我们可以看出，由于受价格、消费习惯、品牌知名度、口味、产品体系及市场推广等因素的影响，进口葡萄酒的消费市场比较夹窄。但这种情况将随着国家政策及葡萄酒文化的普及而逐步改变：一是葡萄酒关税的进一步下调，2007年关税由现在的14%下调为零；二是新的消费税管理办法已于2006年7月1日实施，办法规定进口葡萄酒的消费税可以中间的消费环节相抵；三是由于企业和媒体的宣传推广，葡萄酒的健康消费理念正逐步被消费者所接受。根据专家预测，从现在到2010年，葡萄

11、酒的高中低消费比例由现在的1：4：5转变到5：4：1。这对以销售中高档为主的进口葡萄酒来说，是打开市场的最佳时期。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 b

12、rand, zhangyu and 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 n

13、arrow clip. But this Environment is changing, beause the new policy was implemented and the wine culture is gradually popular.For 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 J

14、uly 1, 2006; the thirst, .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 2010. This is useful to the imported wine

15、s and it is the best time to open up the market in Guilin.（四）葡萄酒的购买动机(Wine purchase motivation)目前中国人还没有形成进口葡萄酒的消费习惯，相对稳定的消费群体是国际商务人员、在华工作或旅游的外籍人士及城市白领，目前进口葡萄酒的竞争主要集中在这三个消费领域。这些人员又有不同的消费取向：国际商务人员主要是社交需要，这部分人认同进口葡萄酒的高品质；在华外籍人士来自葡萄酒消费文化普及的国家，他们把葡萄酒当作生活必需品来消费；城市白领消费进口葡萄酒则是展示身份和时尚追求的需要。除此之外的主要消费是假日购买行为，即

16、在国家传统节假日，消费者对葡萄酒的临时需求，其目的是营造家庭团聚氛围或亲朋好友之间的礼尚往来。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 consumpti

17、on is mainly in the 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

18、dringking wine is 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 a

19、nd friends.二、桂林进口葡萄酒市场的挑战和机会( challenges and opportunities)（一）进口葡萄酒面临的挑战(The challenge for the imported wines)1、国产葡萄酒已经完成战略布局。现阶段，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，控制了中低档消费市场。可以说，进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 s

20、tage, the domestic 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 market.They controlled the major consumer markets. It can be said that the biggest competitor of the importe

21、d wine is the domestic wines.2、滞后的葡萄酒消费文化。葡萄酒的消费其实就是一种文化消费，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阶段，离“普及”二字还遥遥无期，虽然高端消费者正在逐步成长和成熟，但还远没有满足需要。Backward wine consumption culture. The Wine consumption is actually a culture of consumption for fashion, quality, health status and aspirations, but the wine consum

22、ption in China is still 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。根据一项权威调查，中国消费者对进口葡萄酒口味的关注位于价格之后居第二位，最典型的例子是中国消费者喜欢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。虽然都市白领、国际商务人士、政府官员已接受进口葡萄酒的高品质口味，但进口葡萄酒要想进一步打开中国市场，满足大众口味是必须解决的问题，否

23、则只能是曲高和寡。the change 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 Chin

24、ese consumers. if the imported wines want to further open Chinas 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

25、不健全。由于缺乏足够的网络支持，进口葡萄酒的销售市场主要是一些高档餐饮、酒店，消费群体则以中高收入者为主，面对大众的销售网络尚没有建立健全。 inadequate marketing networks. The imported wine market is mainly in restaurants and star hotels, because of the lack of sufficient support network.most of the consumers are the high-income persons, in the face of mass marketing

26、network have not yet to be established.（二）影响进口葡萄酒消费的因素(Factors affecting imported wine consumption)1、价格因素。相对国产葡萄酒，进口葡萄酒的价格偏高，但这种情况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.2、消费习惯。中国的酒文化是以白酒和

27、啤酒文化为统治地位的，消费人群含盖了草根阶层和富裕阶层，葡萄酒特别是进口葡萄酒消费则很少能进入寻常百姓家。进口葡萄酒的口味也是影响其消费的一大因素。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 eve

28、ryday home. At the same 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，在品牌推广、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 wa

29、ngchao,they have a famous name geography, so they have absolute superiority in the minds of consumers, establishing a good brand image. 4、营销力度。进口葡萄酒在进入中国市场大都采取代理制，但无论是多品牌代理制还是单品牌代理制，厂商都缺乏对代理商的市场支持。在品牌推广，销售渠道建立以及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以及追求短期利益的考虑，也难以投入大量资金进行市场开拓，但进口葡萄酒市场的培育是一个长期的过程，缺乏长期互赢关系的

30、代理制给双方的合作带来了极大的不稳定。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 ad

31、equate support, 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 b

32、rought about great instability.（三）进口葡萄酒的机遇(the imported Wine opportunities)1、2005年，中国葡萄酒的销售额大约是102亿，其中进口葡萄酒的销售量增长了46%，这说明虽然目前葡萄酒行业市场容量小，但进口葡萄酒发展速度比较快，并且消费结构将进一步调整，高档葡萄酒消费将成为主流，这对高品质的进口葡萄酒是难得的机遇。2005, the wine sales is about 10.2 billion in China, of which imported wine sales grew by 46%, and this shows that although wine industry market capacity is small, but the imported wine developed faster, and the consum