市场营销策划书 葡萄酒
The Marketing Plans about Wines
1.执行概要和要领
1.outline and main point
采用“xxx”作为商标和品名，厂名为“AAA厂”；产品定价为_____；采用______(如：地毯式全方位促销手段)；“xxx”将于___年___月___日前投放市场，目标市场为中国的西南部市场。（根据厂家的具体产品和供货时间而定）
Adopting " xxx " as trade mark and name of product, " AAA factory " as the Will be put into the market before _ _ _ (day)_ _ _ (Month) _ _ _ (Year,) the target market is the southwest of China. (depends on the concrete products and time of delivering the products)
2.目前营销状况
2.Marketing status at present
(1)市场状况：葡萄酒是国际酒类市场中仅次于啤酒的第二大流行饮料酒，但在我国，目前还是一个小酒种，年产量多年来一直在２０万吨左右徘徊，还不到全国酒类产品总量的１％。我国葡萄酒的人均消费量仅是当前世界平均消费水平的１／２０。近年来，随着人们生活水平和健康意识的提高，饮食观念的变化，加上各种媒体对葡萄酒的宣传，使我国葡萄酒市场发展很快，尤其是干红葡萄酒更是当前消费的热点。从这个角度看，我国葡萄酒的潜在市场十分广阔。
(1)Market status:The wine is the second largest popular beverage wine and second-lowest only to beer in the international drink market, but in our country, it is just only a small wine at present, the annual production has been wandering up and down about 200,000 tons all the time for many years, even less than 1% of the national total amount of alcohol product. Consumption per capita wine of our country is only 1/20 of the level of consumption on average in recent times. At present, with the improvement of people's living standard and health consciousness, the change of the diet idea, and various propaganda of the wine, making the wine market of our country develop quickly, especially the claret is a focus of present consumption. Look from this angle, the potential market of the wine of our country is very broad.
(2)产品状况：
(2)product status:
①国内：我国葡萄酒市场价格从１９９６年以来一直是呈上升趋势，特别是干红葡萄酒的价格上升幅度很大，依品牌不同，每瓶（７５０亳升）从２５元上升４０～６０元不等，其它种类葡萄酒的价格也有不同程度的上升。
①domestic:The market price of wine in China has been on the rise all the time since 1996, especially the price of the claret is very large in ascensional range, prices different depends on the brands, each bottle (750ml) rises from 25 yuan to 40-60 yuan, the price of wine of other kinds has rising in various degree too.
②国外：国外的葡萄酒质量一般较国内的好，价格也随着关税的降低在逐渐降低，再加上销售渠道的扩展和消费者逐渐增加葡萄酒知识，国外的产品将被消费者接受，所以现在洋葡萄酒进入国内市场要比过去容易。
②Overseas:the quality of domestic wine is better than that of overseas,and the price is also reduced gradually with the decrease of the tariff too,and with the sale channel expanded and wine knowledage increased, more and more foreign products therefore be adopted by chinese consumers,as a result, foreign wine enters the domestic market now is more easily then the past.
(3)竞争状况：竞争格局相对稳定。目前国内张裕，长城，王朝三大品牌平分秋色，占据了国内约52％的市场，再加上十几个分别是来自于法国、意大利等国的进口品牌。大多数国产品牌只能囿于某一地区争夺立足之地，缺乏市场竞争力，更没有角逐国际市场的能力。而由于国内对葡萄酒类产品进口关税的降低，国外葡萄酒进入中国的壁垒降低，从而使得其品牌的竞争力得到进一步提升。
(3)competition status:The competition is relatively stable. At present, domestic Zhang Yu, Great Wall, Dynasty, these three major brands occupy half of domestic market, 52% or so. in addition,dozens of foreign brands from such as France, Italy, and other else countries. Most of domestic brands only focus their eyes on a certain region and sell their product to limited places,they are lack of marketing competition and without enougn ability to enter in the international market. In virtue of tariff decreasing and barrier of foreign wines entering China releasing, thus makes the competition of their brands further promoted.
(4)分销状况：葡萄酒的消费渠道一般分为餐饮酒店和商超零售两大类，目前的渠道分布现状是餐饮酒店渠道占51%，零售渠道占49%；在零售渠道中，超市和大卖场又占55%，其余为便利店、专卖店和独立的食品店等。
(4)distribution status: the wine consumption channel is generally divided into drinkery and retail shop two big classes.recently the distribute channel is meal&drink shop accounts for 51%, retail accounts for 49%; In the retail channel, supermarket and large sales field account for 55% , the others are convenience store, monopolized shop and independent food supply retail shop,etc..
(5)宏观环境分析：国际葡萄酒市场的低迷使得包括中国在内的亚洲国家成为葡萄酒竞争的主战场，中国无疑将成为这类市场的热门，这为国外葡萄酒提供了有巨大潜力的市场；中国政府鼓励人民消费更多的葡萄酒和果酒，降低浪费粮食的白酒的消费；随着生活水平的提高，越来越多的消费者会开始消费进口葡萄酒。
(5)Macro environment analysis: The depression of the international wine market makes the Asian countries including China become the main battle field of wine competition, China will undoubtedly becomes the focus of such crazy market. This helps to provide a great market full of potential for the foreign wines;China government encourages Chinese people to consume more wine and fruit wine, reduces the consumption of Chinese white wines ; With the improvement of the living standard, more and more Chinese consumers will begin to consume imported wines.
3. SWOT和问题分析
3.SWOT&Analysis
优势：本集团有雄厚的经济势力；有较强的技术势力；国家政府高度重视西部大开发并确定了极为优惠的进出口政策。
S(strength):Solid economic forces;stronger technological forces;The national government has paid close attention to the development of western regions and confirmed the extremely favourable imports and exports policy.
劣势：进口葡萄酒由于只占到中国葡萄酒市场大约10%的份额，而且经销商主要为国外独资或者合资销售型企业和国内小型贸易商或分销商。同国内葡萄酒企业一样，进口酒不仅要受市场开拓、市场培育和通路运作等方面较高成本费的制
约，还要受制于从厂商到消费终端（酒店、卖场、酒吧、KTV、夜总会等）所发生的高额进场费和各种推广促销费用。
W(weakness): Wines imported from abroad only accounts for about 10% of China wine market, furthermore,most of dealers mainly are foreign Sole proprietorship corporation or joint venture company, and domestic minitype merchant or distributers.The same as domestic wine enterprise, imported wines is not only restricted by high cost aspects such as market exploring, market cultivating, marketig operation,etc.but aslo restricted by high admission fee caused by manufacturer and consumption terminal (such as drinkery,groggery,KTV,night club,etc.) and various promotion expense.
机会：中国葡萄酒近几年一直以超过10%的增长速度发展，加之中国葡萄酒高中低产品市场份额将呈现出5：4：1的格局，中低端市场的利润率长期在11%左右徘徊，高端市场利润率却高达30%至50%，而中高端产品恰恰是国外葡萄酒在中国市场的主要形式。巨大的市场潜力与诱人的行业前景对国外葡萄酒生产企业产生强大的吸引力。
O(opportunity): The Chinese wine has been developed with more than 10% growth rate all the time in recent years,moreover Chinese high, middle and low level wine share the whole chinese wine market as the proportion of 5:4:1 respectively, the profit rate of middle and low level market is wondering up and down in 11% for a long time,but the profit rate of advanced market is up to 30% to 50%, above all, high and middle level products is the main type of forign wine in China. Great marketi g potential and brightest wine market foreground are the strong attraction towards forign wine manufacturers.
威胁：市场竞争激烈，起伏大。
T(threat) :fierce competion in theChina wine market.
综上所述，应当首先利用国家对西南部的政策倾斜优势和本集团的资金技术优势，在自己熟悉的西南地区采取全方位的促销和分销手段，以最强的竞争力迅速占领尽可能多的本地市场份额。
In sum, we should first utilize the technological advantages and fund supports,also the China favourable policy of the southwest, adopt omni-directional promotion and distribution means in the southwest that is
known well ourselves, capture local market share as much as possible rapidly with the strongest competitiveness.
4. 目标
4.goal
财务目标： 略
营销目标：成本毛利率达到200%。
Markting goal:Cost and Gross margin is up to 200%.
5. 营销战略：
5.marketing strategy
目标市场：中国西南部，主要包括贵州，云南，广西，重庆，四川等。
Target market: the southwest of China, mainly including Guizhou, Yunan, Guangxi, Chongqing, Sichuan, etc.
定位：高级白领，商务消费等中高端的消费群；年轻的白领小资等消费群体。 Orientation:Senior white collar, advanced consumption group in the commercial affair ;petty bourgeoisie such as the young white collar, etc. 分销：大型饭店，葡萄酒专卖店，其他零售渠道。
Distribution:The large-scale hotel, the monopolized shop of wine, other retail channels.
销售队伍：在西南部各省份成立了专门的销售中心,销售人数达到2000人。 Sale team:technical sale centers have been established in every province of the southwest,and the sales force is up to 2000.
服务：设立专门的售后服务网点进行实时跟踪 。
Service:Set up special after-sale service site to track in real time .
广告：电台，电视，报纸，广告牌等 。
Advertisement:broadcasting station,TV,papers,billboard,etc.
促销：实行葡萄酒文化传播有奖知识问答，免费品尝等形式。
Sales promotion: adopt some methods such as question and answer of wine culture,taste wines free,etc.
R&D：开发新品 。
R&D:To develop new product.
市场调研：知己知彼，百战不殆。
Marketing research:Know the enemy and know yourself, and you can fight a hundred battles with no danger of defeat.
6. 行动方案
6.Action plan
计划能够在签完合同后的3个月内完成付款，提货等事宜，并开始前期广告运作，促销方案的实施等。
Plan to finish all payment and delivery of the goods within 3 monthes after signing the contract, at the same time,begin the advertising operation in earlier stage, the implementation of sale promotion ,etc..
______年____月_____日前，成立“xxx销售中心”。
Before___(day)___(month)___(year),establish " xxx sale center ".
______年____月，开始地毯式轰炸的全方位促销手段。
___(month)___(year),begin the omni-directional sales promotion of the blanket bombing.
______年_____月_____日，产品投放市场。
___(day)___(month)___(year),product to be put into the market.