I 葡萄酒行业文化营销策划研究—以张裕葡萄酒为例摘 要张裕葡萄酒距今已有 128 年的历史，有“百年老店”之称的张裕是文化与营销的有机结合，张裕葡萄酒拥有浓厚的品牌文化、政治文化、葡萄酒文化资源，正是由于张裕多年来的文化积淀造就了它的百年品质。张裕将其企业的文化营销分为两部分:一是，注重培育消费者的葡萄酒消费文化;二是，向消费者传播张裕独有的品牌文化。国内葡萄酒市场日趋激烈，作为国内行业领导者的张裕面对瞬息万变的市场,其公司的营销策略仍需不断创新。对张裕存在的一些瑕疵进行详细分析，提出针对性的解决预案，希望对改进目前企业文化营销存在的缺陷有所帮助和提升。通过对张裕营销的研究，将有助于张裕完善营销策略，打造中国百年强势品牌，继续保持国内领先地位，向顶尖国际葡萄酒品牌目标前进。关键词：文化环境；营销策略；营销对策IIIIIAbstractChangyu wine has a history of 128 years. Changyu wine, known as the "century-old shop", is an organic combination of culture and marketing. Changyu wine has rich brand culture, political culture and wine cultural resources.Changyu divides cultural marketing into two parts: one is to cultivate consumers' wine consumption culture; Second, spread changyu's unique brand culture to consumers. As the domestic wine market is becoming increasingly fierce, changyu, as the leader of the domestic industry, still needs to improve its marketing strategy in the face of the rapidly changing market.This paper analyzes some defects of changyu in detail and puts forward some targeted solutions, hoping to help improve the defects of current marketing. Through the research on changyu's marketing, it will help changyu to improve its marketing strategy, build a century-old strong brand in China, continue to maintain the leading position in China, and advance towards the goal of top international wine brands. Key words: cultural environment;the marketing strategy;marketing countermeasures 1目 录摘 要.....................
