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1、ThemarketingstrategyresearchoftheItalianwineBaroloenteringChineseMarketTheBaroloisafamouswinebrandwhichhasalreadyopenedmarketofItaly.NowwewanttotakeitintotheChinesemarket,beforethat,wedidsomeresearchofthemarketingstrategy.I.Theenvironmentanalysis1.Marc
2、oenvironmentanalysis(i)Political&LegalEnvironmentAnalysisStrategictrend：Theimportedbrandkeepscominginandthecompetitionintensified.Inrecentyears,moreandmorefamousinternationaltopbrandsenteredChina;thedomesticwinemarketisnowshuffling.Thismeansthatthewine
3、industrystandardizationimprovedwithabigstep.Thiswillpromotethewineindustrytoreleaseasequeneeofcompetitionandthebenigndevelopment.1)TheproductqualityandinternationalcompetitivenessofChinesewinewillimprovedramatically,thecoarsewineproduct!onwillbemoredif
4、ficult,andthegoodwinewilldirectlyinvolveininternationalcompetition.2)ThestandardwillvigorouslypromotetheinternationalizationofChinesewine.Moreconvenienttoidentifythewinequality,managementmethodcatchupthepaceoftheinternationalcommunity,makingdomesticwin
5、equalitystandardapproachedtheinternationalone.Theinternationalstandardizationwinewillbecomethemainstreamofthemarket.Overall,lookbackwardstotheChinesewinemarket,ithasalreadygrowupfromintroductiontotheearlygrowth(fig.1),thenfromtheearlygrowthtotheendofth
6、egrowthclosetothematuritynow.AfterenteredtheWTOto2008,Chinahascompletedthechangefromintroductiontotheearlygrowth.Andfrom2008tonowadays,withthenewstatestandard,theChinesewineindustryisinarapiddevelopment,andrapidlykeepsthepacetotheinternationalmarket;th
7、epresentwinemakingtechnologyofChinaisalmostthesametothatoftheworld.TheonlyweaknessisthatthereisfewinternationalbrandofChina,andtheinternationalreputationisstilltoberaised・Wecanseefromthis:•Themarketismoreandmorestandard,theinternationalcompetitionfierc
8、erandfiercer.Thepoorproviderswouldgraduallybetideoutofthemarket.•marketcompetitionistendtonormalization,domesticindustrypriceadvantagedoesn'texist,thefutureofthemarket!ngenvironmentisthewarofqualityandbrand.ProductLifeCycle1匸0」d-2nu(D><
