【作者】 贺英良；

【导师】 马绝尘；

【作者基本信息】 苏州大学 ， 工商管理， 2008， 硕士

【摘要】 被认为是中国朝阳产业的葡萄酒产业逐渐呈现出新的复杂的竞争格局,市场竞争十分激烈。数量占百分之九十以上的中小型葡萄酒企业面临严重的挑战。日趋同质化的竞争,促使企业在市场营销方面不得不寻求突破。在葡萄酒行业激烈的竞争中,竞争的焦点已经不仅仅限于产品和价格、渠道、促销、服务等营销手段的简单运用,用创新的营销理念来实施营销策略逐渐成为竞争的重点。营销理念创新是指对营销所具有的以交换价值来满足需求而从中获利的本质属性,从不同角度和层面在实践中予以具体化,以迎合市场的需求和社会发展。营销学家们据此提出了许多可供操作的营销理念和方法,如绿色营销、文化营销、关系营销、服务营销、网络营销、全球营销、社会营销等等。奥德曼葡萄酒公司在绿色营销和文化营销理念的指引下,结合企业的实际经营状况,对产品、价格、分销渠道、促销和服务等营销要素赋予新的内容去影响和改变消费者的消费环境和消费行为,在消费者心目中树立具有新意更加具有市场影响力的品牌,最终使企业赢得市场上的成功。奥德曼葡萄酒公司在激烈的市场竞争中健康、快速成长的成功经验在于:其在营销实践中勇于对营销观念进行更新,善于把创新的营销理念自觉地融入企业市场营销的实践,使市场营销策略更为准确和有效地契合市场的状况和社会发展,从而成功地塑造和提升了公司品牌形象,实现了在市场竞争中的主动和优势。本论文为我国中小型企业尤其中小型葡萄酒企业提升营销能力,促进企业健康发展快速成长提供了借鉴和参考的范例。更多还原

【Abstract】 Regarded as one kind of rising industry in China, the competition of wine industry in China presents new complicated situation and more and more drastic. The 90% of the invested small and medium wine enterprises are confronted with serious challenge. Competition gradually trend to be same, it push wine enterprise seek breakthrough from market. Facing drastic competition, enterprise’s competition focus on not only simply using of product、price、sales place、sales promotion、service etc. but skillfully using new innovative marketing concept to put in practice.Innovative concept of marketing is to embody concretely essence attribute of marketing that gain by value exchange from different viewpoint and level in order to meet demand and requirements from development of market and society. Many marketing experts invented a lot of operable method such as green marketing, culture marketing, relation marketing, service marketing, internet marketing, global marketing and society marketing etc.With conduct of green marketing and culture marketing and combining actual situation of company, endow product、price、sales place、sales promotion and service with new content to influence consumption environment and behavior of consumer. Successfully build up respected and trustful brand image by depending on implementing green marketing and culture marketing, company achieve success in market and society. Oldman wine company is brave to renew marketing concept and good at smoothly putting new market concept in practice in order ensuring marketing tactics meet development of market and society. Based on all above, company established and upgraded respected and trustful enterprise brand image to realize initiative and predominance in market for healthy and rapid growth.The paper provides an excellent example for small& medium enterprise, especially for small& medium wine enterprise to improve marketing ability for healthy and sustainable development.更多还原