本科论文摘要由于全球化进程不断加速，欧美国家的葡萄酒文化逐渐向我国渗透，加之中国葡萄酒关税的优惠政策，使得国内葡萄酒市场竞争更加激烈。张裕作为一家制造葡萄酒历史超过百年的企业，其知名度和自身影响力都在国内市场中遥遥领先，如今已经成为了国内外消费者接受并认可的国际化葡萄酒品牌。本文从4P营销和张裕特色营销策略的角度进行梳理，先从国内外葡萄酒行业发展状况引入，再从国内葡萄酒市场的产量、关税以及国外葡萄酒的市场规模、消费现状等方面分析了葡萄酒市场白热化的竞争趋势。其次对张裕公司的优劣势、机遇与挑战进行仔细分析。再次不仅通过4P营销分别对张裕传统的营销策略——产品、价格、渠道、促销进行分析，还深入挖掘张裕葡萄酒的为适应时代转变所进行的特色市场营销策略——数字化营销、体验营销等，最后提出了线下线上渠道融合、加大品牌建设力度、企业的营销部门人员培养等建议，对同处在葡萄酒行业的中小型企业营销策略的改进方面一些启示。关键词：张裕，葡萄酒，营销，消费本科论文AbstractDuetotheacceleratingprocessofglobalization,thewinecultureofEuropeanandAmericancountrieshasgraduallypenetratedintoChina,andthepreferentialpoliciesofChinesewinetariffhavemadethecompetitioninthedomesticwinemarketmorefierce.Changyu,asanenterprisewithahistoryofmorethan100yearsinwinemaking,hasbecomeaninternationalwinebrandacceptedandrecognizedbyconsumersathomeandabroad.Fromtheperspectiveof4Pmarketingandchangyu'scharacteristicmarketingstrategy,thispapersuggeststhedevelopmentstatusofthewineindustryindomesticandoverseasatthebeginning,analyzesthewhite-hotcompetitivetrendofthewinemarketintermsoftheoutputafterwards,tariff,marketsizeandconsumptionstatusofforeignwines.Secondly,itanalyzestheadvantagesanddisadvantages,opportunitiesandchallengesofchangyucompany.Againnotonlyfrom4pmarketingofchangyurespectivelytraditional-product,price,channel,promotion,marketingstrategyanalysis,in-depthexcavationofthechangyuwinealsotoadapttotheeraoftransformationcharacteristicsmarketingstrategy,digitalmarketing,experiencemarketing,etc.,andfinallyputsforwardtheofflineonlinechannelintegration,intensifythebuildingofthebrand,theenterpriseMarketingDepartmentpersonneltrainingandsoon,thesameinthewineindustryofsmallandmedium-sizedenterprisemarketingstrategytoimprovesomeenlightenment.Keywords:changyu,wine,marketing,consumption本科论文目录前言.................................................................................................................................11.绪论...........................................................................................................................21.1.选题背景及研究意义.....................................................................................21.2.研究方法.........................................................................................................31.3.论文研究内容框架.........................................................................................41.4.营销理论.........................................................................................................51.4.1.营销4P理论............................................................................................51.4.2.其他相关营销理论..................................................................................62.张裕葡萄酒的SWOT分析......................................................................................72.1.张裕葡萄酒市场概况.....................................................................................72.1.1.国...
