A酒庄的葡萄酒品牌BEBENDOS在大中华市场的营销传播策略研究
发布时间：2023-04-20 04:03
随着社会的发展,各种相关数据显示,葡萄酒行业其市场规模与容量逐年提升。在国家全面支持葡萄酒行业的发展,各项利好政策的实施以及巨大的市场体量亦表明了葡萄酒行业仍是朝阳行业。但随着市场巨头纷纷布局葡萄酒行业,各大葡萄酒商家之间战争呈现白热化。现今,每年近千个的新品牌进入葡萄酒行业,在这样激烈的竞争环境中,企业仅仅通过价格战吸引消费者显然存在着诸多误区并面临无法进行可持续的发展困境。此外,面对成千上万的葡萄酒品牌,消费者难以分辨孰优孰劣从而加大了消费者的决策难度。A酒庄致力于传播自己的葡萄酒品牌,树立自己的品牌形象,占领市场份额。根据自己的品牌定位,实施了一系列的营销传播策略,即使在产品,价格,渠道,品牌都很有优势的前提下,但仍然没有达到预期的目标。本文以A酒庄BEBENDOS艺术葡萄酒为研究对象,在参考相关文献和资料的基础上,首先通过调研找出导致A酒庄销售业绩不达标的根本原因在于营销传播策略存在的问题。然后深入了解中国葡萄酒市场需求和发展趋势以及竞争对手的情况,对A酒庄BEBENDOS品牌的品牌定位、营销传播现状进行深入的调研以及对A酒庄营销传播的现状进行分析,最后对A酒庄BEBENDOS...
【文章页数】：74 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
Abstract
摘要
ChapterⅠ Introduction
1.1 Research Background
1.2 Research purpose and significance
1.3 Research methods and research ideas
1.3.1 Research methods
1.3.2 Research ideas of the paper
ChapterⅡ Literature Review
2.1 Brand positioning
2.1.1 Research on Brand Positioning Theory
2.1.2 The relationship between brand positioning and brand communication
2.2 Integrated marketing communication
2.2.1 Theoretical Research on Integrated Marketing Communication
2.2.2 The development process of integrated marketing communication theory
2.2.3 Influencing factors of marketing communication effect
2.2.4 Channels of integrated marketing communication
2.3 Literature research on wine in integrated marketing communication
Chapter Ⅲ Case Description
3.1 Introduction of A Winery
3.1.1 Background introduction of A Winery
3.1.2 Product introduction of A Winery
3.1.3 Introduction of the channels of A Winery's Entry into the Chinese Market
3.2 The Dilemma and Challenges Faced by A Winery's BEBENDOS Art Wine Marketing
3.2.1 Sales of BEBENDOS art wine in the past three years
3.2.2 The Dilemma and Challenges Faced by A Winery's BEBENDOS Art Wine Marketing
Chapter Ⅳ Case analysis
4.1 Demand and development trend of Chinese wine market
4.2 Analysis of competitors
4.3 Analysis of integrated marketing communication in A winery
4.3.1 Brand positioning of BEBENDOS art wine
4.3.2 Current status of the spread of BEBENDOS art wine
4.3.3 Analysis of the current situation of the spread of BEBENDOS art wine
Chapter Ⅴ A winery BEBENDOS art wine STP analysis and integrated marketing communication strategy improvement
5.1 A winery BEBENDOS art wine STP analysis
5.1.1 Market Segmentation
5.1.2 Market selection
5.1.3 Market positioning
5.2 Suggestions on integrated marketing communication strategies for A winery
5.2.1 Clear communication audience plan
5.2.2 Design plan for disseminating content
5.2.3 The integration plan of advertising strategy
5.2.4 The integration plan of personnel promotion
5.2.5 Public Relations Integration Scheme
5.2.6 The integration scheme of media selection and combination
5.3 Measures to guarantee the integrated marketing communication of A winery
5.3.1 Guarantee of talents
5.3.2 Guarantee of performance mechanism
5.3.3 Guarantee of organizational structure
Chapter Ⅵ Conclusion and Prospect
6.1 Main research conclusions and recommendations
6.2 Insufficient research
REFERENCE
Appendix
本文编号：3794850
【文章页数】：74 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
Abstract
摘要
ChapterⅠ Introduction
1.1 Research Background
1.2 Research purpose and significance
1.3 Research methods and research ideas
1.3.1 Research methods
1.3.2 Research ideas of the paper
ChapterⅡ Literature Review
2.1 Brand positioning
2.1.1 Research on Brand Positioning Theory
2.1.2 The relationship between brand positioning and brand communication
2.2 Integrated marketing communication
2.2.1 Theoretical Research on Integrated Marketing Communication
2.2.2 The development process of integrated marketing communication theory
2.2.3 Influencing factors of marketing communication effect
2.2.4 Channels of integrated marketing communication
2.3 Literature research on wine in integrated marketing communication
Chapter Ⅲ Case Description
3.1 Introduction of A Winery
3.1.1 Background introduction of A Winery
3.1.2 Product introduction of A Winery
3.1.3 Introduction of the channels of A Winery's Entry into the Chinese Market
3.2 The Dilemma and Challenges Faced by A Winery's BEBENDOS Art Wine Marketing
3.2.1 Sales of BEBENDOS art wine in the past three years
3.2.2 The Dilemma and Challenges Faced by A Winery's BEBENDOS Art Wine Marketing
Chapter Ⅳ Case analysis
4.1 Demand and development trend of Chinese wine market
4.2 Analysis of competitors
4.3 Analysis of integrated marketing communication in A winery
4.3.1 Brand positioning of BEBENDOS art wine
4.3.2 Current status of the spread of BEBENDOS art wine
4.3.3 Analysis of the current situation of the spread of BEBENDOS art wine
Chapter Ⅴ A winery BEBENDOS art wine STP analysis and integrated marketing communication strategy improvement
5.1 A winery BEBENDOS art wine STP analysis
5.1.1 Market Segmentation
5.1.2 Market selection
5.1.3 Market positioning
5.2 Suggestions on integrated marketing communication strategies for A winery
5.2.1 Clear communication audience plan
5.2.2 Design plan for disseminating content
5.2.3 The integration plan of advertising strategy
5.2.4 The integration plan of personnel promotion
5.2.5 Public Relations Integration Scheme
5.2.6 The integration scheme of media selection and combination
5.3 Measures to guarantee the integrated marketing communication of A winery
5.3.1 Guarantee of talents
5.3.2 Guarantee of performance mechanism
5.3.3 Guarantee of organizational structure
Chapter Ⅵ Conclusion and Prospect
6.1 Main research conclusions and recommendations
6.2 Insufficient research
REFERENCE
Appendix
本文编号：3794850
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