诚信申明本人申明：我所呈交的本科毕业设计（论文）是本人在导师指导下对四年专业知识而进行的研究工作及全面的总结。t.qq.com/bjzhzyyysjk尽我所知，除了文中特别加以标注和致谢中所罗列的内容以外，论文中创新处不包含其他人已经发表或撰写过的研究成果，也不包含为获得北京化工大学或其它教育机构的学位或证书而已经使用过的材料。与我一同完成毕业设计（论文）的同学对本课题所做的任何贡献均已在文中做了明确的说明并表示了谢意。若有不实之处，本人承担一切相关责任。本人签名：年月日法国波尔多地区的葡萄酒对中国葡萄酒在高端市场的品牌策略的启示摘要随着改革开放以来中国经济的飞度发展和中国国民生活水平的不断提高，许多西方的文化和生活方式也渐渐的开始在中国盛行，t.qq.com/zhdyjfzyyy饮用葡萄酒也渐渐成为了中国大众在宴请亲友或商务礼仪中不可或缺的重要成分。而随着经济全球化的发展，越来越多的外国葡萄酒品牌开始进入中国，希望能在中国占据一席之地。鉴于中国市场庞大的消费能力和市场潜力，使得外国酒商和中国代理商的数量急剧增长，这使得中国和外国的葡萄酒品牌之间的竞争越来越激烈。然而随着我国国民消费结构的变化和国产葡萄酒企业的逐步发展成熟，中国市场终将会迎来国产葡萄酒和外国进口葡萄酒在高端市场上的激烈竞争。中国葡萄酒品牌该如何树立自己的高端形象则是中国葡萄酒企业面临的重要课题。本文通过研究以法国波尔多地区的葡萄酒为代表的外国葡萄酒在国际高端市场的成功运作和在中国市场的竞争情况，来分析国产葡萄酒在高端市场可以采用和实施的品牌策略。关键词：葡萄酒高端市场品牌策略BordeauxWineinFrenchforHigh-endBrandStrategyStudyinChinaWineMarketAbstractAlongwiththegreatdevelopmentofChinaeconomyandthecontinuousimprovementofChineselivingstandardssincethereformandopeningofChina,t.qq.com/zhdyjfzyyymanyofthewesternculturesandwaysoflifehavegraduallybeguntoprevailinChina.Drinkingwinealsograduallybecamepopularamongrelatives,friendsandbusinessetiquetteinChina.Andwiththedevelopmentofeconomicglobalization,t.qq.com/yjfnzhmmoreandmoreforeignwinebrandshopethattheycanoccupyaspaceinChina.InviewofChina'shugemarketconsumptioncapacityandmarketpotential,t.qq.com/yjfnzhmforeignwineproducersandagentsinChinaaregoingtoexperiencefiercecompetitionbetweenChinawinebrandsandforeignwinebrands.However,withthechangeofourChineseconsumptionstructureandmaturityofhomemadewineenterprises,Chinamarketwillusherinthedomesticwineandforeignwineimportsinthehigh-endmarketcompetition.ItisanimportanttaskfacedbytheChinesewineenterprisestoestablishtheirownhigh-endimages.ThisarticlewillusethesuccessfuloperationsofBordeauxwineastherepresentativeofforeignwineintheinternationalhigh-endmarkettoanalyzethebrandstrategiesthatdomesticwinecanadoptinthehigh-endmarket.Keywords:WineHigh-endMarketBrandStrategy目录前言·········································································································1第1章课题研究价值···············································································2第1.1节选题背景···················································································2第1.2节研究目的与研究方法·······························································3第1.3节文献综述···································...
