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1、ABSTRACTWineastheworld’sleadingalcoholicdrinks,hasahistoryofthousandsofyears,brewinghistoryoftheproductionofwineinChinabeganin1892.Aftermorethanacenturyofdevelopmentandevolution,alargenumberofwineproducershaveemerged,Chinahasbecometheworld’slargest,mostpotential
2、winemarket.Afterthereformandopeningup,Chinesewinemarkethasundergonetremendouschange,thedevelopmentoflarge-scalewineproductionmethods,changesinthepatternofindustrymarketing,manyimportedwinebrandshaveenteredtheChinesemarket,gavethewinemarketinChinahasbroughtunprec
3、edentedopportunitiesandchallenge.InordertoacceleratethedevelopmentofChinesewineproducers,makefulluseoftheirownadvantages,integratedmarketingmodel,improvingbrandshare,andpromotethehealthyandrapiddevelopmentofChinesewineindustry,itisnecessarytoanalyzethecurrentsit
4、uationofChinesewinemarket.CompanyB,forexample,theintegrationofmarketingstrategy,therebyenhancingthemarketcompetitivenessofthewinebusinessinChina,andpromotestableandrapiddevelopmentofChinesewinemarket.CompanyBoftheearlylarge-scaleenterprisesengagedintheproduction
5、andsaleofwine,isatypicalrepresentativeofChinesewineproducers.ThisarticledescribesastudyofChinesewinemarketresearchpurposes,meaningandmainresearchcontent,representedbyBCompany,throughmarketsegmentationandmicro-segmentation,competitivepositioning,cognitivetheoryof
6、valueanalysisofthesituation,aswellasChinesewineindustrymarketanalysis,thestudyofwineconsumersneedsmotivationandconsumerpsychologyandbehavioranalysis,SWOTanalysisofcompanyB,aswellastheanalysisofthedomesticandforeigncompetitionintheindustry,thegoalofthecompanyBmar
7、ketselection,marketpositioning,developmentstrategies,optimizedmarketingstrategyofcompanyB,providesatheoreticalbasisfortheformulationoffuturedevelopmentstrategyofChinesewinebusiness.Keywords:Winemarket;Micro-segmentationofthemarket;Consumerpsychologyandbehavior;M
8、arketpositioning;Targetmarketselection目录第一章绪论..................................................................................................................11.1论文研