摘要
近年来，随着中国经济的飞速发展，全面建成小康社会目标的完成，人们的物质、
文化生活水平日益提高。我国酒业市场的主力军也从最初的白酒和啤酒，逐渐发展为现
在白酒、啤酒、葡萄酒。葡萄酒以其香醇的口感、丰富的营养成分，逐渐被广大中国消
费者尤其是年轻消费者所接受。国内也涌现了一批优秀葡萄酒企业，例如张裕、长城等
国产葡萄酒行业巨头，积极抢占市场份额。国内葡萄酒市场规模逐渐扩大，市场规模潜
力巨大，但国内葡萄酒行业相较于国外葡萄酒行业还处于刚起步阶段，存在市场不规范、
产品质量参差不齐、国民接受度低以及国内企业营销水平低诸多问题。
本文以 JD葡萄酒企业为例，根据 JD公司的经营数据，研究优化 JD公司的营销策
略。首先，本文绪论部分综合阐述了葡萄酒销售理论、营销管理的国内外研究现状，还
包括文章架构和研究方法；其次，提出本文的理论基础，支撑本文的研究，再次，分析
了 JD公司经营现状和现存的营销问题，对企业从内部优势、内部劣势、外部机会、外
部威胁四个方面进行 SWOT分析；第四章对 JD公司进行环境分析，主要包括宏观环境
分析和微观环境分析两个方面；最后，根据前文的 SWOT分析、现存问题、宏观环境
分析和微观环境分析，结合 4Ps理论、4I理论和差异性营销理论对 JD公司提出营销改
进措施。
本文通过研究 JD葡萄酒公司营销策略，分析区域性葡萄酒企业在产品、价格、渠
道和促销等方面的营销策略问题，以市场营销理论为支撑，结合葡萄酒行业的宏观环境
分析和 JD葡萄酒的微观环境分析，对 JD葡萄酒企业的营销策略进行优化，为我国区域
性葡萄酒营销策略研究提供新思路，也为区域性同类葡萄酒公司营销策略制定提供参
考。
关键词：JD葡萄酒公司；营销环境；营销策略
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ABSTRACT
In recent years, with the rapid development of China's economy, the target to build a well-off society
in an all-round way, people's material and cultural life level is increasing day by day. Nowadays, the main
forces of China's wine market have grown into white liquor, beer and wine, forming the situation of
tripartite confrontation. Wine with its delicious taste, rich nutrition and strong exotic cultureth its delicious
taste, rich nutrition, and strong exotic culture, wine is gradually accepted by the broad masses of Chinese
consumers, especially young consumers. Excellent wine enterprises have emerged in large numbers. The
Great Wall, and other domestic wine industry giants have actively seized the opportunity to grab market
share. The domestic wine market scale expands gradually, and the size of the market potential is
tremendous.. Nonetheless, compared with the foreign wine industry, the domestic wine industry is still in
the start-up phase, which indicates the problems of irregular market, uneven product quality, low national
acceptance, and insufficient level of domestic enterprises marketing still exist.
Based on the business data of JD wine enterprises, this paper investigates the problems in this
company and proposes solutions for JD in its marketing strategies. Firstly, the introduction part of this
paper comprehensively expounds the research status of wine sales theory and marketing management at
home and abroad, it also includes the structure and research methods of the paper. Secondly, the theoretical
basis and supporting research is put forward in this paper; then the operating status and existing marketing
problems of JD Company, and conducts SWOT analysis from four aspects: internal advantages, internal
disadvantages, external opportunities and external threats; the fourth chapter conducts the of environment
analysis of JD company, mainly includes which includes two aspects of the macro environment analysis
and the micro environment analysis; lastly, Aaccording to the above SWOT analysis, the existing problems,
analysis of the macro environment and micro environment analysis, this study, with the help of 4Ps and
4Cs theories, puts forward marketing improvement suggestions and measures for JD company
JD wine company marketing strategy in this paper, through research, and analysis of regional wine
enterprises in such aspects as product, price, channel and promotion of the marketing strategy, supported by
marketing theory, combined with the wine industry in the macro environment analysis and JD wine micro
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