葡萄酒营销策划书(中英文对照)

葡萄酒营销策划书(中英文

对照)

-标准化文件发布号：（9456-EUATWK-MWUB-WUNN-INNUL-DDQTY-KII

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 name of the factory; The pricing of products is __________; Adopting _ _ _ _ _ _ (For instance: Carpet type omni-directional sales promotion method); "xxx " 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