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《进口葡萄酒的本土化营销策略思考（thinking about localization marketing strategy of imported wine）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、进口葡萄酒的本土化营销策略思考（Thinkingaboutlocalizationmarketingstrategyofimportedwine）First,thecurrentdomesticwinemarketoverviewAccordingtostatistics,ChinanowhasWineproductionenterprisemorethan500,formedaZhangyu,theGreatWall,Dynasty,astheleadingbrandsofenterprises;thesecondtierbrandsinEas
2、tChina,thedragonemblem,theVeyron,Beijing,Gansu,Ningxia,HelanharvestMogaomountain,northeastTonghua,ChangbaiMountain,Xinjiangnewshares,theyareproductioncapacity,technology,equipmentandotheraspectshavebeenmature;otherwisemanyWineenterprisesbasicallyhavetheinternationalqualitysta
3、ndards,andpassedthecertification,constitutetheShandongYantai,Penglai,Hebei,Changli,Huailai,NorthEastTonghua,northwestofGansu,Ningxia,Xinjiang,theYellowRiverroadandthesouthwestareatheindustrialclusterandbrand.Atpresent,thedomesticWineinthetraditionalterminalmarketoperationisal
4、mostcompletelyChinaliquorreplicaisjustonemorenightthanliquorchannels.Intheconsumerproductmix,mostlyinthelow-endwine.AlthoughnearlythreeyearssincetheChineseWinemarketsalesinthehighgrowthtrend,2007Winemarketsalesreached15billionyuan,buttheproportionoftheoverallmarketcapacityand
5、consumptionisstilllessthanthetotalconsumptionofChinaliquormarket1/20,ontheotherhand,themarketpotentialisstillagreatspace.Two,internationalwineformandimportformInrecentyears,theinternationalWinemarketsaturation,appearforlargeanddemandofthemarketsituation;andChinaisintheWinecon
6、sumptiongrowthperiod,3consecutiveannualgrowthofmorethan15%,therefore,ChinamarkethasbecomethehotWineinternationalmarket.Since2007,importedwinehasshownthetrendof"beeboom",andthecharacteristicimageofeachcountryoforiginhasbecomeasceniclineofwinemarket.Atpresent,theChinesemarketal
7、readyhasalltheinternationalwinecountryoforiginwine.Accordingtocustomsdata,in2007,Chinaimported20442tonsoforiginalwine,anincreaseof97.7%;importsofbulkwine89313tons,anincreaseof108.7%.Fromthesituationofthepast2008ChangshaautumnnationalrumimportedWinehasexplainedWineimportmarket
8、growth,thedomestictradersalsofocusedonShanghai,WenzhouandYiwucapital
