贺兰山葡萄酒营销咨询报告(DOC84)
<p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;"><span class="MsoHyperlink"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-no-proof: yes;">下载地址：</span></span></p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;"><span class="MsoHyperlink"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-no-proof: yes;">**** Hidden Message *****</span></span><br/></span></span></p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;"><span class="MsoHyperlink"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-no-proof: yes;"></span></span> </p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;"><span class="MsoHyperlink"><span lang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; mso-no-proof: yes;"></span></span> 第一章 现实的问题与解决的思路... 1</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第一节 贺兰山葡萄酒目前存在的问题... 1</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、核心能力尚未形成... 1</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、缺乏整体性... 1</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、环境适应能力亟待提高... 1</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第二节 解决问题的思路... 2</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、 凡事预则立，不预则废... 2</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、千里之行，始于足下... 2</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第二章 市场营销观念和市场定位... 3</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第一节 市场营销观念... 3</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、 以市场为导向的市场营销观念... 3</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、 重点作“销量”的市场营销理念... 4</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、 知识营销的市场营销理念... 4</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第二节 目标市场选择... 4</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、 葡萄酒细分市场分析... 4</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、 贺兰山葡萄酒的优劣势... 5</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第三节 市场定位... 6</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第四节 市场竞争战略... 7</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第三章 贺兰山葡萄酒的市场营销策略... 10</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第一节 产品策略... 10</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、贺兰山葡萄酒产品现状... 10</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、葡萄酒产品层次分析... 11</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、产品组合... 12</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">四、产品品牌... 13</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">五、产品包装... 14</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第二节 价格策略... 14</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、贺兰山葡萄酒产品成本状况... 14</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、贺兰山葡萄酒的价格现状... 15</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、葡萄酒终端的价格问题... 16</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第三节 分销渠道策略... 17</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第四节 促销策略... 19</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、促销工具... 19</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、营销传播组合... 20</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、贺兰山葡萄酒的促销现状... 21</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">四、广告的认识... 22</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">五、销售促进介绍... 23</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">六、促销员同人员推销的区别... 25</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">七、特殊促销手段... 25</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第五节 贺兰山葡萄酒市场营销4P模式... 26</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、产品策略... 26</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、价格策略... 26</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、渠道策略... 27</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">四、促销策略... 27</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">五、营销策略组合... 28</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第四章 市场营销活动的组织与控制... 29</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第一节 营销组织与人力资源... 29</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、外派机构... 29</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、未来组织机构... 30</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、营销组织的人力资源管理... 31</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第二节 营销费用控制... 32</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、营销费用控制的总体思路... 33</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、营销费用的内容... 33</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、营销费用预算... 35</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">四、营销费用计划... 36</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">五、营销费用计划的执行... 38</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">六、营销费用计划执行检查、控制... 38</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第五章 结论... 39</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">附：葡萄酒市场的分析与研究... 41</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第一节 概述... 41</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、调研方法... 41</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、调研内容... 42</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第二节 中国葡萄酒市场的总体情况... 42</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、中国葡萄酒工业现状... 42</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、中国葡萄酒的种类... 44</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、中国葡萄酒的市场规模... 45</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">四、中国葡萄酒的地区市场结构... 46</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">五、中国葡萄酒市场产品结构... 46</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">六、中国葡萄酒地区生产总量... 48</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">七、中国葡萄酒的进出口... 49</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第三节 中国葡萄酒市场的竞争情况... 52</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、中国葡萄酒市场的供需平衡... 52</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、中国主要葡萄酒品牌特征... 53</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、国产葡萄酒品牌及其市场占有率... 54</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">四、中国葡萄酒市场主要竞争企业分析... 55</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">五、几家主要葡萄酒生产企业简介... 57</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第四节 中国葡萄酒产品主要营销策略... 59</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、价格策略... 59</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、促销策略... 61</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、广告策略... 62</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">四、中国葡萄酒产品分销渠道... 63</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第五节 中国葡萄酒市场的主要特征... 67</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、市场潜力巨大... 67</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、该市场处于寡头垄断中... 67</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、渗透率：东南沿海城市高于内地城市... 68</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">四、逐渐从“产品消费”走向“品牌消费”. 68</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">五、消费者特征：中青年、高学历、高收入... 70</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第六节 消费者行为调查... 71</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、饮用葡萄酒的原因... 71</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、饮用葡萄酒的场合... 72</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">三、对品牌的认知... 72</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">四、消费者的产地偏好... 73</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">五、消费者平均每月饮用葡萄酒次数... 74</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">六、在家饮用和在外饮用的比例... 75</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">七、收入与学历同消费水平的关系... 76</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">第七节 中国葡萄酒市场的未来走势... 78</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">一、中国加入WT0对葡萄酒业的影响... 78</p><p class="MsoToc1" style="MARGIN: 6pt 0cm; tab-stops: 48.0pt right dotted 453.05pt;">二、2002-2005年中国葡萄酒市场预测... 78<br/></p>[此贴子已经被作者于2006-8-10 23:38:19编辑过] <p>谢谢斑竹</p><p>非常全面的资料</p><p> </p> 谢谢了！很好的资料！ 不错，终于看到一个酒类产品的完整资料，感谢。 <p>谢谢，</p> <p>谢谢斑竹</p><p>非常全面的资料</p> 太好的资料了，谢谢~`