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| 进口葡萄酒市场机会与营销 摘要：近年来，随着人们物质生活的提升以及生活观念的转变，葡萄酒慢慢脱下高档奢侈品的外衣，走入大众化消费品的行列。进口葡萄酒在中国葡萄酒市场面临着激烈的竞争，再加上葡萄酒行业假货横行，人们对葡萄酒知识的缺乏以及获取葡萄酒方面的信息不对称等各种因素的存在，使进口葡萄酒在中国市场上的战况惨不忍睹。进口葡萄酒企业必须细致分析宏观环境及行业现状，从营销逻辑出发，联系实际，运用4P策略，结合互联网，运用SNS策略，并优化客户管理，才能在中国激烈的市场竞争中脱颖而出。 Abstract: In recent years, with the improvement of people's material life and the change of life concept, the wine has slowly taken off the top of the luxury goods and went into the ranks of the popular consumer goods. Imported wines are faced with fierce competition in the Chinese wine market, and the existence of a variety of factors such as the lack of wine knowledge and information asymmetry on wine, which makes the war situation of imported wine unseen in the Chinese market. The import wine enterprises must carefully analyze the macro environment and the current situation of the industry. From the marketing logic, connecting the actual use of the 4P strategy, combining the Internet, using the SNS strategy, and optimizing the customer management, can we stand out in the fierce market competition in China. 关键词：进口葡萄酒；环境分析；4P策略；SNS策略；客户管理；市场营销  |
