葡萄酒是酒类中低酒精度的发酵饮品，是国际公认的健康饮品之一。对人体 来说，适当饮用葡萄酒不仅可以美容养颜，还可以软化血管，加速人体内血液的 流动与循环，促进消化吸收，提高新陈代谢，有利于减肥。进口葡萄酒以其优质 的原料产品、独特的酿造工艺、醇香的品质口感、尊贵的身份象征等特点，逐渐 受到广大中国民众的喜爱和追捧，并占领了中国酒类市场的一席之地。据2018 年全球葡萄酒形势报告，中国葡萄酒消费总量位列全球第五，葡萄酒进口额位列 第四。这显示出我国步入了进口葡萄酒消费大国行列，巨大的市场发展空间吸引 国外葡萄酒不断进入中国市场并有在国内市场中深耕的趋势。而成都作为新晋的 一线城市，其文化、经济、旅游、交通以及商业等的发展突飞猛进。近些年，成 都市GDP的增长、人均收入的增加、消费观念的转变等，使得人们对葡萄酒的认 知和需求提高，这促使成都成为了国内外葡萄酒企业在西南地区争夺的核心市 场，其葡萄酒市场的竞争亦呈现白热化趋势。 本文主要对XYK公司塞拉诺葡萄酒成都市场的营销策略进行研究。首先对 选题背景、意义、目的等进行阐述，通过广泛查阅相关文献材料，对国内外葡萄 酒的营销现状、营销理论等进行整理和研究；其次结合XYK公司塞拉诺葡萄酒 成都市场营销现状，运用PEST分析工具、波特五力模型等对其进行营销环境分 析；最后根据市场问卷调查结果，深度剖析出其营销存在的问题，根据问题导向， 制定出适合XYK公司塞拉诺葡萄酒成都市场下一步发展的营销策略，使塞拉诺 葡萄酒在成都市场的消费人群逐渐增多，销售量进一步提高，其市场竞争力逐步 加大。同时，希望该营销策略能给成都市其他葡萄酒企业在未来制定营销策略时 提供借鉴参考作用，为进口葡萄酒行业蓬勃发展略尽绵薄之力。 关键词：XYK公司；塞拉诺葡萄酒；成都市场；营销策略 昆明理工大学硕士学位论文XYK公司塞拉诺葡萄酒成都市场营销策略研究 III Abstract Wineisafermenteddrinkwithlow-middlealcoholcontentandisoneofthe internationallyrecognizedhealthdrinks.Properdrinkingofwinecannotonly beautifyandbeautifytheskin,butalsosoftenthebloodvessels,acceleratetheflow andcirculationofbloodinthebody,promotedigestionandabsorption,improve metabolism,andhelptoloseweight.Importedwine,withitshigh-qualityraw materials,uniquebrewingprocess,flavorsometaste,honorablestatusandsoon,is graduallylovedandsoughtafterbylotsofChinesepeople,andoccupiesaplaceinthe Chinesewinemarket.Accordingtothereportontheglobalwinesituationin2018, China'stotalwineconsumptionranksfifthintheworld,anditswineimportranks fourth.ThisshowsthatChinahassteppedintotheranksofalargenumberof importedwineconsumers,anditshugeroomformarketdevelopingattractswine merchantstocomecontinuouslyandtendtoseekmorespaceinChina’smarket.As thefirsttiercityinourcontry,theculture，economy，tourism，transportationand commercearedevelopingrapidly.Inrecentyears,thegrowthofGDP,theincreaseof percapitaincomeandthechangeofconsumptionconceptinChengduhaveincreased people'sawarenessanddemandforwine,whichmakesChengdubecomethecore marketforwineenterprisesathomeandabroadinSouthwestChina.Atthesame time,thecompetitionofthewinemarketinChengDubecomeveryfierce. ThispapermainlystudiesthemarketingstrategyofSerranowineofXYK companyinChengdumarket.Firstly,thebackground,significanceandpurposeofthe topicareelaborated.Supportedbyextensiverelevantliteratureinformation,the situationandtheoryofdomesticmarketofimportedwinearestudiedandsummarized. Secondly,thecurrentmarketingsituationofSerranowineofXYKcompanyin Chengdu,PESTanalysistool,andporter'sfiveforcesmodelareusedtoanalyzethe marketingenvironment.Finally,combinedbythemarketquestionnairesurvey,the marketingproblemsofXYKcompanyareanalyzedtomakeanewmarketing strategyforXYKSerranowinecompanyinChengdumarket.Helpedbythenew marketingstrategy,Serranowinecompanywillgraduallyenlargeitssellingamount, 昆明理工大学硕士学位论文XYK公司塞拉诺葡萄酒成都市场营销策略研究 IV expanditsmarketshare,andenhanceitsmarketcompetitiveness.Furthermore,itis alsohopedtoprovidereferenceformakingmarketingstrategiesoftheimportwine enterprisesinChengdumarket,andcontributetothevigorousdevelopmentofthe importwineindustry. Keywords:XYKcompany;Serranowine;Chengdumarket;marketingstrategy 昆明理工大学硕士学位论文XYK公司塞拉诺葡萄酒成都市场营销策略研究 i 目录 摘要...............................................................................................................I ABSTRACT.................................................................................................III 第一章绪论...............................................................................................1 1.1研究背景............................................................................................1 1.2研究意义............................................................................................2 1.2.1理论意义......................................................................................2 1.2.1实践意义......................................................................................2 1.3国内外相关研究现状........................................................................2 1.3.1国外研究现状..............................................................................2 1.3.2国内研究现状..............................................................................4 1.4研究内容、方法及技术路线............................................................5 1.4.1研究内容......................................................................................5 1.4.2研究方法......................................................................................6 1.4.3技术路线......................................................................................6 1.5本论文创新之处................................................................................7 第二章市场营销相关理论.......................................................................8 2.1STP理论............................................................................................8 2.1.1市场细分......................................................................................8 2.1.2目标市场选择..............................................................................9 2.1.3目标市场定位............................................................................10 2.24P营销理论.....................................................................................10 2.2.1产品............................................................................................10 2.2.2价格............................................................................................10 2.2.3渠道............................................................................................11 2.2.4促销............................................................................................11 昆明理工大学硕士学位论文XYK公司塞拉诺葡萄酒成都市场营销策略研究 ii 2.3网络营销理论..................................................................................12 第三章XYK公司塞拉诺葡萄酒成都市场营销现状及环境分析......13 3.1XYK公司及其主营产品介绍........................................................13 3.1.1XYK公司介绍..........................................................................13 3.1.2XYK公司主营产品——塞拉诺葡萄酒..................................13 3.2XYK公司塞拉诺葡萄酒成都市场营销现状................................14 3.2.1产品现状....................................................................................14 3.2.2价格现状....................................................................................16 3.2.3渠道现状....................................................................................17 3.2.4促销现状....................................................................................19 3.3XYK公司塞拉诺葡萄酒成都市场营销环境分析........................20 3.3.1宏观营销环境分析....................................................................20 3.3.2行业环境分析............................................................................23 3.3.3SWOT分析................................................................................25 第四章XYK公司塞拉诺葡萄酒成都市场调研...................................28 4.1调研思路与方法..............................................................................28 4.1.1调研目的..................................................