澳大利亚金菲士葡萄酒海南市场营销方案

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1、市场营销方案澳大利亚金菲士葡萄酒海南市场营销方案************广告有限公司二零零七年七月·中国海口16市场营销方案澳大利亚金菲士葡萄酒海南市场营销方案【二零零七年七月·中国海口】目录本文关键词·········································1本文摘要··········································1第一部分：葡萄酒行业的现状与发展趋势···························1一、中国葡萄酒市场状况··············

2、····················1二、海南省葡萄酒市场行情··································11、行业基本概况·····································12、发展趋势·······································2第二部分、海南葡萄酒市场环境分析·····························2一、葡萄酒市场需求分析···································21、葡萄酒的需求

3、······································22、消费市场行为分析···································23、海南葡萄酒市场各大品牌及价格情况······························3二、海南省葡萄酒市场竞争环境分析······························31、国产葡萄酒带来的市场冲击····································32、洋葡萄酒的行业竞争··················

4、··························4三、中国葡萄酒市场的政策环境·········································41、国家的产业政策····································42、宏观经济调控政策···································43、其他外界环境政策···································416市场营销方案第三部分、海南洋葡萄酒的营销之路及策略·············

5、·············5一、竞争优势与劣势分析·····································5二、分销渠道分析·····································51、零售渠道·······································52、娱乐场所消费·····································63、高级酒店消费·····································64、餐饮服务行业消费····

6、·······························6三、市场推广执行策略······································61、目标市场定位·····································62、问题和机会分析····································63、广告宣传策略·····································7第四部分、葡萄酒项目的人员、资金预算、设备、组织结构规划··············

7、···7一、人员组织结构配置···································71、组织模式·······································72、人员职责及管理····································73、激励策略分析·····································8二、设备场所规划·····································9三、资金预算·····················

8、··················91、成本投入分析·····································92、利润空间收益分析···································93、财务敏感性分析····································9参考资料············