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1、浙江财经大学东方学院商务英语课程论文TheMarketingPlansaboutDEBORTOLIWines学生姓名指导教师分院工商管理专业名称工商管理班级11工商2班学号11203002442014年06月7日8TheMarketingPlansaboutDEBORTOLIWines1ExecutiveSummaryDeBortoliwinesisafoundedin1928,apositiveinnovationebulliencefamilywinery.Nowthethirdgeneration-Darren
2、DeBortoliandanotherFamilymembersSteveWebbercarefullymanagedandledthewinemakingteam.TheworldfamousWinemagazineGourmetTravellerWINEThechiefwinemakerSteveWebberpraisedas"theyear2007Thebestwinemaker".DeBortoliwinesistheoldestWineAustralianJournalWinestateMagazineas
3、a"2010BestAustralianChateau".Thetargetmarketisthesouthwestofchina.2Marketingstatusatpresent(1)Marketstatus:Thewineisthesecondlargestpopularbeveragewineandsecond-lowestonlytobeerintheinternationaldrinkmarket,butinourcountry,itisjustonlyasmallwineatpresent,theann
4、ualproductionhasbeenwanderingupanddownabout200,000tonsallthetimeformanyyears,evenlessthan1%ofthenationaltotalamountofalcoholproduct.Consumptionpercapitawineofourcountryisonly1/20of8thelevelofconsumptiononaverageinrecenttimes.Atpresent,withtheimprovementofpeople
5、'slivingstandardandhealthconsciousness,thechangeofthedietidea,andvariouspropagandaofthewine,makingthewinemarketofourcountrydevelopquickly,especiallytheclaretisafocusofpresentconsumption.Lookfromthisangle,thepotentialmarketofthewineofourcountryisverybroad.(2)pro
6、ductstatus:①domestic:ThemarketpriceofwineinChinahasbeenontheriseallthetimesince1996,especiallythepriceoftheclaretisverylargeinascensionalrange,pricesdifferentdependsonthebrands,eachbottle(750ml)risesfrom100yuanto300yuan,thepriceofwineofotherkindshasrisinginvari
7、ousdegreetoo.②Overseas:thequalityofdomesticwineisbetterthanthatofoverseas,andthepriceisalsoreducedgraduallywiththedecreaseofthetarifftoo,andwiththesalechannelexpandedandwineknowledgeincreased,moreandmoreforeignproductsthereforebeadoptedbychineseconsumers,asares
8、ult,foreignwineentersthedomesticmarketnowismoreeasilythenthepast.(3)Competitionstatus:Thecompetitionisrelativelystable.Atpresent,domesticZhangYu,GreatWall,Dynasty,thesethree
