近年来中国经济持续快速的发展和中国城镇化的进程不断加快,2011年中国

城镇化率己突破50%。根据宏观经济研究的国务院发展研究中心预测,到2030年,

中国的城市化率将达到65%。在宏观经济的快速发展以及城市化进程不断提高的背

景下,消费者对酒类消费也随之快速上涨。与此同时,随着西方酒文化逐步融入中

国社交生活,以及进口关税的持续下调,酒类产品进口量也有明显增幅。中国酒品

消费从国内的白酒、国内外的葡萄酒以及黄酒、果酒、啤酒、洋酒等板块都呈现出

了较好的增长态势。

酒文化在世界历史很久远,长期以来针对酒文化、酒行业的研宄较多。与此同

时,国内外就连锁经营的经营模式进行了多角度、多维度研宄,包括市场发展现状,

市场发展优势,以及国内连锁企业的生存环境前景等等。

本文以连锁经营理论、市场发展战略理论为基础,以酒类零售业态市场发展为

研究对象,提出了酒类零售业态的连锁企业市场发展战略制定框架和模型,并且就

国内外酒类零售业态连锁标杆企业市场发展战略进行简要分析,从而提出了名品世

家的品牌传播战略、信息化战略、一体化战略,且进一步提出巩固拓展市场,扩大

全国覆盖面;以顾客需求为导向,进一步完善产品结构和服务体系;全方位、多层

次推进品牌建设;注重连锁企业文化建设等具体战略措施。

本文创新点在于将研宄对象定位于酒类零售业态,使其得出的连锁经营的市场

战略决策在酒行业更有参考意义。

鉴于本人局限性i时间原因,本文未能选取更多的酒类连锁企业进行规范性研

宄分析,连锁酒行在市场发展模式中各要素的实时性、有效性、适用性的还有待进

一步提高,这也是本人今后将继续努力的方向。

关键词:连锁经营酒类零售连锁酒行名品世家市场发展战略

ABSTRACT

In recent years,China's sustained and rapid development of urbanization in China

is accelerating, in 2011 the country's urbanization rate exceeded 50%. According to the

State Council Development Research Center of Macroeconomic Research predicts that

by 2030,China's urbanization rate will reach 65%. In the rapid development of

urbanization and increasing macroeconomic backdrop, consumer spending on alcohol

also will rise rapidly. Meanwhile, with the gradual integration of the Western wine

culture continued downward Chinese social life,as well as import tariffs, import

alcoholic products have significant growth. Chinese wine consumption from domestic

liquor, wine and domestic wine,cider, beer, wine and other sections emerged a better

growth.

Wine culture in the history of the world is very long, long time for more research

wine culture, wine industry. Meanwhile, at home and abroad on the chain's business

model multi-angle, multi-dimensional studies, including the status of market

development, market development advantages,as well as domestic business

environment for the survival prospects of the chain and so on.

This innovation is to locate the object of study in liquor retailing, marketing

strategic decision making chain drawn in the wine industry more reference value.

Given my limitations and time reasons,this article fails to select more liquor chain

normative analysis,line wine market chain development model of the elements of

real-time, effectiveness, suitability to be further improved, this is the direction I will

continue to strive for.

Keywords: chain operations; liquor retail chain wine line; noble family, market

development strategy