葡萄酒上市策划方案 (2)

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1、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 Guilin mark

2、et,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 foreign wine

3、s 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 three years

4、)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张裕1995(red

5、 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)（V.O.S.P）：

6、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 relatively com

7、plete 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 wine prices

8、 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 of the sp

9、ace, 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、批发市场及零售店等，绝

10、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，葡萄酒的高中低消费比例

11、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 brand, zha

12、ngyu 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 narrow cli

13、p. 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 July 1, 20

14、06; 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 wines and it

15、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，即在国家传统节假日，

16、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 consumption is mai

17、nly 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 dringking

18、 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 and friend

19、s.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 stage, the

20、 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 imported wine is

21、 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 consumption in

22、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，否则只能是曲高和寡。

23、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 Chinese consu

24、mers. 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、营销网络不健全。由于缺乏足

25、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 network h

26、ave 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啤酒文化为统治地位

27、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 everyday hom

28、e. 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 wangchao,th

29、ey 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代理制给双方的合作

30、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 adequate su

31、pport, 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 brought ab

32、out 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

33、although wine industry market capacity is small, but the imported wine developed faster, and the consumption structure will be further adjustments ,and high-grade wine consumption will become a mainstream, This give high-quality imported wine a golden opportunity.2、葡萄酒消费税管理办法（试行）已于2006年7月1日实施，办法规定进口

34、葡萄酒消费税可用进口环节已纳消费税抵减。另一方面，进口葡萄酒关税已降到14%，并于2007年降为零，这有利于进口葡萄酒采取低价策略，进一步降低销售价格，改变进口葡萄酒在中国消费者心中价格偏高的形象。Wine consumption tax management practices was implemented on July 1, 2006, through the provisions of the import wine consumption tax is a consumption tax has been available on import links are offset.

35、On the other hand, import tariffs have been reduced to 14% , by 2007 it dropped to zero, which is conducive to a low-priced imported wine strategy to further reduce the sales price of imported wine in China to change the minds of the consumer price High image.3、桂林是典型的旅游城市，2005年接待入境游客突破100万人次，境内游客110

36、4万，旅游总收入达57亿元人民币。庞大的旅游市场又以中高收入者为主，这类人群容易接受西方文化，融合了身份、品位、时尚及情趣的葡萄酒消费文化对他们更具有吸引力，对于100万入境游客，他们对进口葡萄酒的消费更是毋庸质疑，所以有针对性的开拓桂林旅游市场也是进口葡萄酒面临的机遇。Guilin is a typical tourist city ,in 2005 the city received 1 million inbound tourists and 11.04 million tourists,the revenue comes to 5.7 billion yuan(RMB). Most o

37、f tourists are high-income persons, these groups are easily acceptable Western culture, the wine consumption means the identity, quality, fashion and taste,the wine culture are more attractive to them, for one million inbound tourists, Needless to say,wine consumption is important.So to open tourism

38、 market in Guilin is also a golden opportunity for the imported wine.三、Backsberg葡萄酒的特点(Backsberg wine features)（一）悠久的文化。Backsberg拥有上百年的历史，结合了传统工艺和现代科技的酿造技术，成就了高品质的葡萄酒。A culture. Backsberg have a long history more than 100 years, a combination of traditional craftsmanship and modern technology brewin

39、g technology, the achievements to the high-quality wines.（二）良好的国家品牌。南非葡萄酒在中国有很高的知名度，其葡萄酒已逐步得到中国消费者的认可。Good national brands. South African wine has reputation in China, the wine consumers have gradually recognized the wine.四、Backsberg的市场目标(Backsberg target market)（一）backsberg的市场定位(Backsberg market po

40、sitioning)Backsberg作为进口葡萄酒，优秀的产品质量赋予其尊贵的内涵，让每位葡萄酒爱好者都能分享其成果是backsberg的宗旨，以高贵而价不贵作为我们引导消费的总体思路，所以其市场定位应确立在中高档消费市场，并且以高档为主，以中档为辅的盈利模式。Backsberg as an imported wine, are given its outstanding product with high quality.Each wine lover can share the results is a purposes for Backsberg, the market positio

41、n should be established in high-grade consumer market, and dominated by high-grade.（二）Backsberg的市场目标(Backsberg target market)1、旅游市场，目标消费者为来桂林旅游的外籍人士和高级白领，以三星级以上酒店作为主要销售渠道。Tourism market, the goal for consumers is Tourism expatriates and senior white-collar, three-star hotel and more is a major sales

42、 channel.2、政务宴请市场，目标消费者为政府官员，一般来说，这类消费对价格的敏感度不高，高品质的进口葡萄酒更容易被接受。Chief dinner market, the goal is the government officials, in general, these consumers are not sensitive with price , high-quality imported wine are more easily accepted.（三）消售渠道的选择(Eliminate sales channels choice)1、高级餐饮、酒店。这里涉及到两个问题：一是进

43、场费，二是对酒店相关负责人和服务员的激励措施，但因为不同的酒店有不同的管理模式，所以应有针对性的制定不同的方案。Restaurants and star hotels. It involves two issues : Costs for approaching and the policy is related to the hotel and attendants for the incentives, but because different hotels have different management models, so there should be targeted for

44、 different programmes.2、专卖店。因为专卖店销售的品牌较多，销售人员很难集中关注某一品牌，所以在给予专卖店合适的利润空间的同时，还应制定鼓励销售人员推销backsberg的激励方案。Shops. The salesmen are more difficult to focus on a particular brand Because selling in their shops, so it is very important to make a incentive programme to encourage the sales staff to sell Backs

45、berg.3、大型超市。以目前各大型超市的进场条件，超市的盈利能力太弱，这一销售渠道只是作为推广品牌的补充，以销售中档backsberg为主，主要目的是达到与国产中档葡萄酒竞争。Supermarkets. The current approach to the supermarkets conditions, the profitability is small, the channels only as a supplement to promote Backsberg.五价格策略(Price strategy)Backsberg作为有百年历史的葡萄酒品牌，在制定价格时，既要考虑其市场价值，

46、同时也要结合中国现在的市场竞争状况，针对不同营销渠道制定不同的价格，并形成较完整的价格体系。Backsberg as the 100-year-old wine brands ,it is necessary to consider the market value and the market competition situation.Backsberg should make different prices according to different channels,in order to complete price system.1.专卖店价格。参照现在国产和进口葡萄酒的定价，

47、应比市场价高5%-10%，同时其价格应比同等国产葡萄酒高。Shop prices. Comparing with the domestic wine and the imported wine pricing, Backsberg price should be highly 5%-10% than market price, its price should be higher than the same wine made in China.2.超市价格。超市以销售中档backsberg为主，作为推广品牌的渠道，应以种类的多样化来制定不同的价格。Supermarket prices. Th

48、e moderate Backsberg should be sold in supermarket,which mainly as a channel for brand promotion should be diversified to develop different types of prices.3.高级餐饮及酒店价格。此类场合的消费者对价格的敏感度较低，对葡萄酒的品质要求很高，一旦对品牌的认同就会表现出很高的忠诚度，所以应以消售高档backsberg为主。Senior restaurant and hotel prices. Such occasions consumers l

49、ess sensitive to prices, high demand for quality wine, once the identity of the brand will be displayed great loyalty, it should be to sell the high-grade Backsberg.六.广告策略(Advertising strategy)Backsberg为进口葡萄酒，尚未在桂林市场上销售，与已在市场上销售多年的其他进口葡萄酒相比明显缺乏知名度，所以投入适当的广告是宣传产品的较好选择，也是寻找潜在消费者的理想方式。为了达到最好的广告效果，建议采用多

50、种广告形式相结合。Backsberg as a import wine, does not sell in Guilin City before, comparing with other wine that have been on the market for years , Backsberg is lack of visibility , the input of appropriate advertising promotional products are better choices, but also the ideal way to find potential consum

51、ers. To achieve the best advertising results we suggest combine various forms of advertising.1.电视广告.以桂林电视台为宣传媒体，目标观众为桂林市区12个县市已有的饮酒爱好者和潜在的葡萄酒消费者，广告应以突出backsberg的地域特征为卖点，让观众感受来自南非的葡萄酒文化。TV advertisements .target audience including Drinking wine lovers and potential consumers ,who live in the 12 citie

52、s and counties belong to Guilin City, advertising should be to highlight backsberg geographical features as a selling point for visitors to experience the culture of wine from South Africa.2报纸广告，以桂林晚报为宣传媒体，报纸广告具有保存时间长且信息量丰富的优势，所以应采用连续的系列广告模式对backsberg的各种类进行消费引导。Newspaper advertising. Guilin Evening

53、Post as the media, have kept for a long time and newspaper advertisements information rich advantages, the model should be used for the series of advertisements for a wide variety of consumer backsberg guide.3.现场促销及现场广告相结合，这种方式可以直接面对消费者，能迅速收集消费者对产品的反映，而且制作成本低。这种模式比较适合在目标消费者集中的场合，如大型商场、超市和休闲娱乐广场。Comb

54、ining the marketing and advertising, which could be directly facing consumers, the products can be rapidly reflected in the collection of consumer and production more,the cost is low. This model is suitable for the occasion concentrated in the target consumers, such as large shopping malls, supermar

55、kets and leisure entertainment plaza.七、活动策划(Activities planned)（一）活动时间的选择：中秋节前3天。(Activities timing : three days before the Mid-Autumn Festival.)（二）活动的内容及阶段安排(The content and organization stage activities)1.广告选择：a）桂林晚报作产品宣传，为期3天；b）在桂林电视台作广告，为期3天。Advertising options : a) Guilin Evening Post for produ

56、ct information, the three-day ;b) in Guilin television advertising for a period of three days.2.现场促销：中秋节前一天为产品正式上市时间，活动从晚上8：00开始。Site promotion : the day before the Mid-Autumn officially listed time for products, activities from 8:00 pm to begin.3.活动内容：2010年，南非将举办19届世界杯，届时南非是全球注目的焦点，本次活动“以球会友”，即邀请现场

57、观众进行颠足球比赛，数次最多者将获得公司免费赠送的一瓶进口葡萄酒，同时在现场配以介绍2010年世界杯举办地的风土人情和促销活动，从而达到亲近顾客目的的目的，活动时间控制在1个半小时。 Activities : 2010, South Africa will be held 19th World Cup, at that time South Africa will be the focus of global attention.The event of Friends Club, invited the audience to play football, the winner will b

58、e free to have a bottle of imported wine as a gift.at the same time,we introduce South Africa to the audience and hold a promotional activity, thereby achieving the objective of getting customers purposes,time should be controled one and a half hours.4.活动地点：南城百货。(Activities Venue : Nancheng Departme

59、nt Stores.)（三）费用预算(Budget)1.广告费用：a）报纸广告：3300*3=9900（元）（规格为三栏（10cm*8cm），为黑白色。b）电视广告：1000*3=3000（元）（按B时段20秒标准播放）。Advertising costs : a) newspaper advertising : 3300*3=9900 (yuan) (specifications for three column (10cm*8cm) for black and white. B) television advertising : 1000*3=3000 (million) (B hours

60、 20 seconds by broadcast standards).2.租用场地费用。(Booking fees.)3.租用音响设备及主持人费用。(Audio equipment and the rental cost.)4.奖品。(Prizes.)5.其他费用。(Other costs)八.其他促销活动(Other promotional activities).1.赠送礼品.与礼品企业合作,设计小礼品,在顾客消费时配送精美礼品,给予消费者额外的惊喜.We can cooperate with a gift enterprise to design some small gifts,the gifts will be send to customers as attractive souvenirs, to give consumers an additional surprise.2.与酒店和餐馆合作,在现场搞促销活动,提高backsberg的销售和知名度.We can cooperate with the hotels and restaurants to hold promation activities in order to make backsberg have a good name.