美嘉公司进口葡萄酒上海市场营销策略-研究

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1、万方数据ResearchonMarketingStrategyforImportedWineofMegaCompanyinShanghaiAbstract：Underthebackgroundofglobalmarketintegration，thedifferentconsumerswillhavesignificantdifferencesinthefieldsofdemandofproducts，purchasingmotivation，purchasingdecisionsandpurchasingbehavior．Productmana

2、gersaredifficulttouseasingleproducttomeetallconsumers’needs．Inordertooccupyadominantpositioninthemarketcompetition，productmanagersneedtoselecttheappropriateconsumersgroupsasthemaintargetmarket，andplanthemarketingchannelsscientifically，formulatethemarketingstrategyaccurately．M

3、egaCompanyisfacingaseriesofproblemsinthemarketingchannelsofimportedwine．AfterinvestigatingandanalyzingthepurchasingcharacteristicsofimportedwineconsumersgroupsinEastChinaareaandstudyingtheproblemsthatexistinourimportedwinemarketinginEastChinamarket，theauthor，asMega'smainopera

4、tor，completestoformulatemarketingstrategyofMegaCompany，inordertoimprovetheconsumerawarenessofourimportedwineseriesproducts，toincreasethecontrolofchannels．Specifically，inthisarticle，thecontentandresultsareasfollows：(1)AfteranalyzingthecompetitionenvironmentofourimportedwineinE

5、astChinamarket，accordingtotheneedsofeachsegmentofthemarket，drawuptherationalallocationofdifferentproductstosolvetheproblemofunevendistributionofproducts；(2)Accordingtothemarketingtheoriesof4Ptailorthepromotionstoeachsegmentofthemarket，thereforetoraiseconsumerawarenessofourimp

6、ortedwineseriesproducts，andtoprovideasafeguardmeasuretoenhancetheinfluenceofchannelscontr01．Thisarticleresultsnotonlyhavestrongguidanceforourcompany’Smarketmanagement，butalsohavecertainsignificantreferenceforotherwinecompaniestoformulatetheirmarketingstrategies．AtthesameT万方数据

7、time，thisarticleresearchresultsalsohaveanimportantreferencetooptimizetheconstructionofwinemarketingsystemofourcountry，promotewineindustrycompaniesofourcountryhealthyandsustainabledevelopment．Keywords：wine，marketing，marketingchannels，marketingstrategyClassification：万方数据目录第1章绪论

8、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．1研究背景与意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．1