摘要
I
摘要
进入 21 世纪以来，中国经济得到了迅猛的发展，人民的收入水平得到了很大
的提高，人民收入水平的提高促使葡萄酒产业也进入了一个黄金发展期。据相关
数据统计，2012 年国内的葡萄酒产量比 2011 年的 115.7 万千升增加了 13.0%，从
2014 年开始，中国将有可能迎来葡萄酒市场上的黄金十年。面对巨大的机遇，有大
量的企业进入葡萄酒这个朝阳产业。这其中不仅包括原有的长城，王朝几大实力
雄厚的品牌，越来越多的新兴的中小型的葡萄酒企业和外资企业也加入这个欧亿·体育（中国）有限公司，
竞争更加激烈。所有的企业在面临巨大机遇的同时也需要应对巨大的挑战：如何
才能突破销售瓶颈抢占更大的市场占有率，如何才能获得更高的市场利润，增强
市场竞争优势

本文选择了一家在全国的葡萄酒欧亿·体育（中国）有限公司颇具影响力的企业-怡园葡萄酒公司作为
研究对象。通过对这个中型规模的红酒企业的市场营销策略研究，探索这类红酒
企业的营销模式，对于其他的红酒企业也有一定的借鉴意义。本文在首先对怡园
酒庄的内外部环境进行了分析，确定了外部和内部因素评价矩阵图，证明公司能
有效利用现有机会并将不利影响降到较低；然后运用 SWOT 营销理论对其进行了
竞争力分析，结合葡萄酒的欧亿·体育（中国）有限公司和自身状况的情况提出了适合公司发展的营销战
略；接着运用 STP 理论对公司进行市场细分和市场定位，确定公司的市场定位是
确立以怡园珍藏系列、冰酒为主打产品的中高端发展之路，走差异化的营销路线，
成为国内一流的有机葡萄酒品牌。最后运用 4P 营销理论，从产品、价格、渠道和
促销四个方面得出符合企业内在优势并能够充分利用外部机遇的营销策略，为企
业的发展提供积极的参考价值

本文借助各类营销理论，以最符合当代市场经济特色的经典市场营销理论作
为基础，通过查阅的大量相关欧亿·体育（中国）有限公司和进行实地调查结果分析，采取经典与现代营
销理论相融合的方式，对怡园酒庄做出了符合当今市场营销环境的分析，帮助企
业制定出符合自身发展的独特创新性营销战略，以树立公司品牌为出发点去赢得
中高端消费群体的尊重和信任，进而去赢得在市场上的成功

关键词：葡萄酒企业，SWOT 理论，市场细分，4P 策略ABSTRACT
II
ABSTRACT
Since twenty-first Century, Chinese economy has developed rapidly, the income
level of the people has been greatly improved, and the improvement of people&39;s income
has prompted the wine industry to enter a golden period of development. According to
statistics, in 2012, domestic wine production increased by 13% from 2011&39;s 115.7, 000
liters, and since 2014, China will be likely to usher in the wine market gold for ten years.
Faced with great opportunities, there are a large number of enterprises to enter the wine
industry of this sunrise. This includes not only the original the Great Wall, Dynasty, a
number of strong brands, more and more emerging small and medium-sized wine
companies and foreign-funded enterprises have joined the industry, the competition is
more intense. All the enterprises also need to deal with huge challenges while facing
great opportunities: how to break the bottleneck of sales to seize more market share,
how to obtain higher profits in the market and enhance the market competitive
advantage.
This paper selects Yiyuan vineyard - a considerable national Wine industry
influence as the research object. Through this medium-sized wine enterprise marketing
strategy research, explore this kind of red wine enterprise marketing model, for other
red wine enterprise also has certain reference significance. The first of the winery&39;s
internal and external environment are analyzed, the evaluation matrix of external and
internal factors, prove that the company can effectively use the existing opportunities
and adverse effects to lower; then using SWOT marketing theory was used to analysis
the competitiveness, combined with the Wine industry and the status of the proposed the
development of the company&39;s marketing strategy; then using STP theory to carry out
market segmentation and market positioning of the company, to determine the market
orientation of the company is to establish Yiyuan vineyard collection, wine for high-end
development of main products, take the difference marketing route, to become the
domestic first-class brand of organic Wine. Finally, using the 4P marketing theory,
enterprises with the inherent advantages from four aspects of product, price, channel
and promotion that can make full use of external opportunities and marketing strategy,
provide a positive reference value for the development of enterprises.
With the help of all kinds of marketing theory, to best meet the contemporaryABSTRACT
III
market economy characteristics of the classic marketing theory as the foundation,
through a large number of relevant literature and field survey results, take the
combination of classical and modern marketing theory, the winery made analysis of
today&39;s marketing environment, help enterprises to develop unique innovative marketing
strategies for their own development, to establish the company&39;s brand as the starting
point to win the high-end consumer groups in respect and trust, and then to win success
in the market.
Keywords: Wine enterprises，SWOT theory，market segmentation, 4P strategy目 录
IV
目 录
第一章 绪论........ 1
1.1 研究背景 1
1.2 研究目的和意义 1
1.2.1 研究目的1
1.2.2 研究意义2
1.3 研究的基本结构和主要研究方法........ 2
第二章 怡园葡萄酒产业发展概况........ 4
2.1 中国葡萄酒产业概况.... 4
2.1.1 中国葡萄酒产业现状概述 ........ 4
2.1.2 中国葡萄酒产业未来市场预测5
2.1.3 中国葡萄酒竞争状况分析 ........ 6
2.2 怡园葡萄酒的产业状况和发展历程.... 8
第三章 怡园酒庄的营销环境分析........ 9
3.1 怡园酒庄外部环境分析 9
3.1.1 经济因素9
3.1.2 政治及法律因素 ...........11
3.1.3 社会及环境因素 .......... 12
3.1.4 技术因素 .......... 13
3.1.5 外部因素评价矩阵 ...... 14
3.2 怡园酒庄内部环境分析.......... 15
3.2.1 生产状况和产品结构状况 ...... 15
3.2.2 人力资源和营销团队状况 ...... 16
3.2.3 供应商和渠道商状况 .. 16
3.2.4 优势 ........
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