拉菲红酒营销策划

拉菲红酒营销策划 法国拉菲红酒 营销策划 组员:陈焕建、黄盛涛、洪凯禧、郑晓涛、黄伟标 组名:第五组 作品完成时间:2013年5月16号 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 摘要 拉菲-世界上最出名的葡萄酒 在世界上各国各地，各门各派的酒王中，最出名的酒王 应算是法国波尔多菩依乐村的拉菲庄了。何故, 第一，历史。拉菲庄是由一名姓拉菲的贵族创园于1354年，在十四世纪已相当有名气。到了1675年她由当时世界的酒业一号人物希刚公爵购得。希刚当时在酒界叱咤风云，他同时拥有顶级的历史名庄拉图、武当王和凯龙世家。法王路易十四曾说希刚家族可能是法国最富有的家族。在十七世纪，法国基本上是勃艮地酒的天下。而当时上流社会的著名“交际花”法王路易十五的情妇庞巴迪却对拉菲情有独钟。令拉菲往往成为凡尔赛宫贵族们的杯中佳物。1755年希刚家族的第三代掌门人去世后，拉菲产权进入了一段较为混乱的历史时期。但拉菲酒的品质依旧不为人失望。直至1868年詹姆士.罗富齐爵士(Baron James Rothschild)在公开拍卖会上以天价四百四十万法郎中标购得。该家族拥有拉菲庄一直至今，而且一直能把拉菲庄的质量和世界顶级葡萄酒的声誉维 持至今。 1 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 第二，1855年的评级。葡萄酒爱好者都知道，波尔多在1855年对该区的名庄进行了评级。当时他们在多如繁星的庄园中选出了61个最优秀的名庄叫作Grand Cru Classe(中文可称作列级名庄)。在61个中又分为5个级别。其中第一级有四个，它们分别是拉菲庄(Chateau Lafite)、拉图庄(Chateau Latour)、马歌庄(Chateau Margaux)和红颜容庄(Chateau Haut Brion)。而四个中拉菲排名第一。 第三，拉菲是目前世界上最贵一瓶葡萄酒的纪录保持者。美国的第三任总统汤马士杰弗逊(Thomas Jefferson)不单是总统，他还是十八世纪最出名的酒评家。相当于今天的派克(Robert Parker)。1985年伦敦佳士得拍卖会上，一瓶1787年由Thomas Jefferson签名的拉菲以十万五千英镑的高价由Forbes杂志老板Malcolm Forbes投得。创下并保持了世界上最贵一瓶葡萄酒的纪录。 第四，拉菲的品质和个性是无与伦比的。能拥有世界顶级的优秀品质，当然首先是拉菲庄园的土壤及所处地方微型气候(Micro Climate)得天独厚。拉菲庄园总面积90公顷，每公顷种植八千五百棵葡萄树。其中嘉本纳沙威浓(Cabernet Sauvignon)占70%左右，梅乐(Merlot)占20%左右，其余为嘉本纳弗郎(Cabernet Franc)。平均树龄在四十年以上 2 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 每年的产量大约三万箱酒(每箱12支750ml算)。此产量踞所有世界顶级名庄之冠。以此产量及其能维持的价格相比，拉菲庄的成就真是无人能及。拉菲庄的葡萄种植采用非常传统的方法，基本不使用化学药物和肥料，以小心的人工呵护法，让葡萄完全成熟才采摘。在采摘时熟练的工人会对葡萄进行树上采摘筛选，不好不采。葡萄采摘后送进压榨前会被更高级的技术工人进行二次筛选，确保被压榨的每粒葡萄都达高质要求。在拉菲每2至3棵葡萄树才能生产一瓶750ml的酒。为了保护这些矜贵的葡萄树，如没有总公司的特约，拉菲庄一般是不允许别人参观的。除此之外，拉菲庄还是出名愿花重本雇用最顶级酿酒大师的名庄。拉菲酒的个性温柔婉细，较为内向，不像同产于菩依乐村的两大名庄拉图和武当王的刚强个性。拉菲的花香、果香突出，芳醇柔顺，所以 很多葡萄酒爱好者称拉菲为葡萄王国中的“皇后”。 3 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 一、 产品概述 1、产品介绍------------------------------------------------------5 2、产品优缺点---------------------------------------------------5 3、产品的市场前景---------------------------------------------7 二、营销环境 1、宏观的营销环境----------------------------------------------8 2、微观的营销环境----------------------------------------------9 3、渠道开发案例环境分析-------------------------------------12 三、营销策略 1、4p营销策略-----------------------------------------------------12 2、渠道开发案例营销策略---------------------------------------12 四、营销成本分析 1、固定成本分析---------------------------------------------------14 2、机会成本分析---------------------------------------------------14 4 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 一、产品介绍 1、产品介绍 拉菲——法国波尔多五大名庄之一，有着悠久的历史。1354年，创园于菩依乐村。拉菲酒的花香、果香突出，芳醇柔顺，十分典雅，被称为葡萄酒王国中的“皇后”。过去五年几乎已经成了中国商务宴请的官方用酒，成了奢侈代言词。 2、产品特色 法国是以葡萄酒出名的国家，而葡萄酒最让世人熟知产区就是波尔多地区，被喻为"世界的葡萄酒宝库"。波尔多生产三分之一以上的AOC葡萄酒，酒质特色品味浓郁，风味沉着。 波尔多是世界上等葡萄酒的最大产区，在法国葡萄酒被严格区分为四个等级，至今渐成为各国评价葡萄酒的，而拉菲则涵括了根据葡萄的品种、酒精浓度、单位产量等标准规定的法国葡萄酒等级VDP—AOC，并以高等级的AOC级为主。法国是以葡萄酒出名的国家，而葡萄酒最让世人熟知产区就是波尔多地区，被喻为"世界的葡萄酒宝库"。 5 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 波尔多生产三分之一以上的AOC葡萄酒，酒质特色品味浓郁，风味沉着。 波尔多是世界上等葡萄酒的最大产区，在法国葡萄酒被严格区分为四个等级制度，至今渐成为各国评价葡萄酒的标准，而法国拉菲则涵括了根据葡萄的品种、酒精浓度、单位产量等标准规定的法国葡萄酒等级VDP—AOC，并以高等级的AOC级为主。 法国拉菲是国内 少有的“原瓶进口”酒，原瓶进口的葡萄酒是指葡萄酒直接在产地装瓶，装瓶后再进口到国内来，一般来说这都是质量比较好的葡萄酒;而原装进口的葡萄酒虽然也可能包含这种情况，但是更多的是由国外整桶进口葡萄酒，到国内再灌装。成本上原瓶进口比原装进口高至少5倍以上。 6 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 3、产品市场前景 红酒市场前景分析首先，中国红酒市场受国家的政策和税率影响较大，而我国鼓励发展葡萄酒产业的政策不变，甚至未来还会有更大力度的投入; 观察中国红酒市场近20年来的发展历史，可以看出国家的政策法规对葡萄酒市场影响非常巨大。2001年中国加入WTO，2005年有关葡萄酒税率的下调，2008年香港葡萄酒关税的取消都使我国的葡萄酒市场得到迅速的发展，特别是进口葡萄酒得到跳跃式的发展。金融危机下，国家对控制白酒产量，鼓励发展葡萄酒的政策不动摇，危机前制定的有关发展葡萄种植和葡萄酒酿造基地的相关政策也不会发生任何改变，并且国家农业部认为发展葡萄酒产业对于推动农产品加工业技术进步和产业升级，对于促进农业稳定和可持续发展、实现农产品加工升级、促进农民持续增收、扩大农民工就业和拉动内需，具有十分重要的战略意义。 7 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 因此，红酒市场前景乐观，我可以大胆地推测在不久的将来国家就会推出一系列的政策来加快发展中国葡萄酒产业。在经济的高速发展中，揭阳作为新城市，顺应时流，经济处于向成熟过度，有着巨大的市场环境、国家政策的鼓励，让拉菲成功的坐落在这座城市。在高、中、低三方面的市场依旧存在巨大的市场潜力，所以拉菲重新制定战略，目标依旧是奢侈高档次，在目标之下推出了以中档产品，以便让更多的人消费的起。 二、营销环境 1、宏观营销环境 目前，世界葡萄酒业每年增长速度不到1%，而中国葡萄酒业每年增长10%，中国乃至亚洲已经成为葡萄酒业最具潜力的新世界。2010年，中国的葡萄酒将达到150亿人民币的规模，巨大的市场吸引了众多的国内外相关企业，在巨大的市场蛋糕中抢占自己的一份。 我国的经济增长和不断完善的法律法规制度将会为葡萄酒市场的发展带来了保证。根据世界银行和世贸组织的估计，与世界大部分国家的经济衰退相比，中国的gdp今年会有7%,9%的增长，而且中国将会是第一个走出金融危机的国家。 8 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 中国红酒市场的供求失衡，国产葡萄酒产量无法满足消费需求的状况短期内不会得到改变。 2、微观环境分析 消费者行为分析 在中国，葡萄酒的群体细分比较明显，有收藏的、有品的、有用来宴请的，不同的群体对葡萄酒的档次与定位不一样。葡萄酒在中国已成为时尚符号，葡萄酒在普通中国消费者心目中，是和健康、浪漫联系在一起的。各种数据也在积极支持着国人对于红酒保健的期望，无论是对于胆固醇、还是心脏病、糖尿病，葡萄酒都要比那些天天用广告轰炸的保健品效果好很多。保健之外，葡萄酒已经成为国人时尚生活的一个象征符号，就好像坐在星巴克的门口更容易让你陶醉在美好的生活中一样。情调和保健的疗效，始终是国产葡萄酒的重要诉求。 总体上来说，法国是葡萄酒的代名词。古堡、复杂的酒标、永远分不清的年份和不知如何发音的法国产区单词，这些除了是权威之外，还代表了一种敬意，一种对于法兰西文化源远流长的敬意。于是乎，各种法国葡萄酒就漂洋过海来到中国，就连中国的葡萄酒也在有意无意地告诉消费者自己与法国的渊源。 9 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 相比国外消费者，中国消费者在葡萄酒的选择过程中，不是一次喝4到5种不同口味的葡萄酒来和所点的菜搭配，而更喜欢一瓶酒喝到底，最多是再来一瓶。而且在宴请过程中，大家都会问喝白的还是红的，白的肯定是白酒，因为在中国的消费者心目中，白葡萄酒会被认为是次品而拒绝饮用，在更多的消费者心目中，葡萄酒就是红酒，而白酒则是专指中国本地所产的谷物白酒。 竞争形态分析 目前，我国葡萄酒市场也是三足鼎立，有来自国外的企业和品牌，有来自具有一定历史的本土企业和品牌，还有新进入者和联合品牌，总体上来说，国外品牌占据了高端市场，国内具有一定历史和专业的葡萄酒企业占据了中端市场，一些新进入者和杂牌主要处在低端。 从竞争的焦点分析，从原产地、葡萄种植的区域到年份，从葡萄品种到硬件设备，从“庄园”、“酒庄”到国际化，葡萄酒的竞争在不断地演变。当前，进场费、促销费、开瓶费、礼品费、买场费等屡禁不止，甚至企业拉拢服务员，采用黑金政策，桌子底下交易，这样的结果最终受害的是消费者，导致的是两败俱伤。 10 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 随着关税的降低，目前国外物美价廉的产品越来越受到消费者欢迎，国内葡萄酒企业要增强品牌内涵，突出品牌个性和品牌价值，远离“傍名牌”和“价格战”，避免同质化和“克隆”，开创蓝海空间。 营销模式分析 从以前的抢占终端到自建或自营终端是主要的模式改变，以前，中国红酒消费终端不外乎商超、餐馆、酒吧等传统终端，而今，红酒沙龙和葡萄酒专卖店成了主要场所。红酒沙龙不同于酒吧，因为与酒吧相比，在红酒的品种、酒具以及环境氛围营造方面更具专业性，主要针对塔尖消费族群，基本上都是会员制的定向消费，提供电话订酒和专业存酒。 专卖店主要有两种形式:第一种是单品牌专卖，即大型品牌酒业公司自投自建，除旗舰店以外，面积不超过100平方米，主要销售本企业品牌产品;第二种专卖店是全品牌专卖店，通常由商业流通企业投资建立，中型店营业面积一般不小于250平方米，大型店超过500平方米，陈列品款不少于1000种，汇集中国所有主要品牌和全世界主要国家的葡萄酒，这种形态的专卖店在国外很流行，尤其是在新世界葡萄酒国家，如澳大利亚，每一个城市都有2—3家大中型的全品牌专卖店，每个社区几乎都有一家小型的专卖店。 11 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 对于企业来讲，则可以在高档宾馆密集地区建立一些中小型的专卖店，在大型卖场设立品牌葡萄酒专区，提供电话订购和送货上门服务。 总之，随着2008年1月1日葡萄酒新标准的实施，葡萄酒行业将更加。葡萄酒企业需要进一步引导和培育市场，不要肆意地进行概念炒作，要提升品牌与葡萄酒酒自身的文化，从肆意炒作走向实地操作，从单一产品竞争过渡到个性化的品牌竞争，注重品牌形象的塑造，酿造差异化的葡萄酒，抢占无形资产和有利的竞争位置，将是我国葡萄酒企业品牌成长和胜出的关键。 3、渠道开发案例环境分析 新世界红酒的推销人员本身属于白领阶层，具备消费的潜力，但是直接的上门推销难度非常的大，首先上班时间造成了营销的不便，另外信息量非常的稀缺导致营销难度增加，再加上本身作为尝试的学生群体对红酒知之甚少，造成了营销难度的进一步增加 因此我们定准在午饭阶段，同时提前踩点增加营销环境的优势。 三、营销策略 1、4p营销策略:产品、价格、渠道、促销 2、渠道开发案例营销策略 我们将红酒的营销的渠道的建立分为以下三个阶段: 12 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 营销跟进，建立营销渠道转变营销方式，降低营销难度收集信息，建立基本的客户关系 收集信息，建立客户关系 网络查询充分了解拉菲及其的相关知识 提前踩点调查揭阳消费红酒的时间分布及揭阳各个公司的规模，薪水待遇及其公司政策以及上下班时间和午饭用餐地点 以我校举办新一届营销策划大赛身份分别拜访各个公司的前台，咨询下班时间，然后划分小组跟进，一个重点在员工的用餐地点，还有一个在公司的留守人员，与其说明，询要名片建立基本的客户关系 转变营销方式，降低营销难度: 由于上门直接推销的难度也非常的大，所以我们决定转换营销的方式，采取关系营销和电话网络媒体的营销 当我们收集到联系方式之后不急于做营销，而是通过建立良好的关系，有机会结识到公司的采购人员和主管，因为从某一个方面讲，单个的红酒推销机会成本太大了很不合算，所以要做好长远打算，做公司的营销跟进，建立营销渠道: 13 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms 通过与众多的客户建立联系后，所以定一些具有潜力的公司和采购意向的公司，做详细的跟进，建立起营销渠道，在合适的时间，合适的地方，针对合适的人群，提供质量价格合理的红酒产品。 四、营销成本分析 1、固定营销成本的分析: 2、机会成本: 营销成本的时间跟进要控制在一定的范围，合理的安排时间不要造成扰人的效果，同时注意自己的时间成本 14 of the contract must be "/"; Seven or one copy of the contract, each contract form, contents and elements; VIII, master/slave contract and complete specification interface, contract number. 5.9 other provisions the Bank supports risk managers, accompanied by professional risk management, such as account managers handle the pre-loan investigation, contracts and other key sectors. Risk managers and other professional accompanied by risk managers, account managers are still subject to these measures (procedures) for the fulfilment of duties, qilu Bank risk managers, risk managers, in accordance with the administrative procedures (trial implementation) called for duties. Risk management risk managers and other professional personnel involved in handling, account manager with double handle. 6. the credit policy of the Bank to support capital uses reasonable and sufficient source of repayment, parties of good credit personal loans. As described in the Bank's credit policy, marketing advice, business management and other documents. 7. process description and control business processes including personal loans loan application, acceptance and investigation, risk assessment and review, loan approval, Contracting, loan origination, loan payments, credit administration and loan recovery and disposal after nine stages. Process input for receipt of the borrower's application, the output of the process for loan recovery. Process description and control of specific requirements are as follows: node operation flow control point 1. loan application 1. loan borrowers applying for the loan. Risk 1: risk Description: loan qualifications did not meet the Bank requirements. Control measures: according to the preliminary information provided by the borrower selected clients shall not be artificially reduce credit terms