场景营销是近几年营销领域出现的新方向，随着移动互联传播时代的到来，许多企 业将以往硬性推广式的营销，逐步转变为从需求导向出发、充分运用场景搭建的营销， 以期最大程度的吸引消费者的注意力，激发消费欲望，为企业、为产品带来更多的流量 资源，获取更大的盈利，同时也为消费者带来直接的便利。面对互联网+的时代背景和 激烈竞争，A公司作为欧亿·体育（中国）有限公司内较早成立的国产葡萄酒企业，也急需调整营销策略，将场 景营销的策略研究应用到品牌和产品中，以顺应移动互联网络的发展，建立更长久的核 心竞争力。 本文对国产葡萄酒欧亿·体育（中国）有限公司的整体现状、A公司主要竞争对手等情况进行了介绍，梳理 A公司主营业务发展概况以及营销现状，发现了A公司葡萄酒现行营销策略存在的问 题。为寻找解决问题的思路，对宏观环境、波特五力、消费者偏好等外部环境进行了分 析，对A公司内部经营状况、人力资源、技术研发以及内部优势和劣势进行了分析，结 合A公司的STP分析结果，得出A公司葡萄酒营销改进的方向应是品类差异化和营销 模式差异化，提出借助场景营销的概念和理论制定营销策略。结合场景营销的相关理论 和酒类产品场景营销的案例，根据A公司实际，提出了A公司葡萄酒产品场景营销四 种策略：拓宽会务场景营销，构建品类差异化，争取竞争优势；借助后大事件场景营销， 打造品类高端化，引领欧亿·体育（中国）有限公司风向；通过社群场景营销，打造品类粘性化，培育核心消费 群体；通过线上线下场景营销，促成流量变现，提高品类消费传播性。同时，制定与部 署策略实施计划，为A公司场景营销策略的有效实施提供参考。 关键词：场景；场景营销；策略研究；葡萄酒 哈尔滨工程大学工商管理硕士学位论文 Abstract Scenemarketingisanewdirectioninthefieldofmarketing.Withthearrivaloftheera ofmobileInternetcommunication,manyenterprisesareattemptingtotakethemodeofscene marketing.Insteadofthepreviousrigidpromotion,scenemarketingtakesfulladvantageof sceneconstruction,focusonthedemandofconsumers,inordertoextremelyattractthe attentionofconsumersandstimulatetheconsumptiondesire.It’llbringmoretraffic resources,moreprofitsfortheenterpriseandmoreconveniencefortheconsumers.Facingthe Internetpluserabackgroundandfiercecompetition,asarelativelong-establishedgrapewine corporationintheindustry,companyAurgentlyneedstoadjustitsmarketingstrategy.In ordertocomplywiththedevelopmentofmobileInternetandestablishalonger-termcore competitiveness,companyAisgoingtoapplythescenemarketingstrategyresearchto specificwineproducts. Thispaperintroducestheoverallstatusofthedomesticwineindustryandthemain competitors,sortsoutthemainbusinessdevelopmentandmarketingstatusofAcompany, andfindsouttheproblemsexistinginthecurrentmarketingstrategyofAcompany.Inorder tosolvetheproblemofmarketingstrategy,externalenvironmentsuchasmacroenvironment, fiveforcesmodel,consumerpreferencesareanalyzed.Acompany'sinternaloperating conditions,humanresources,technologyresearchanddevelopmentandtheinternal advantageanddisadvantageareanalyzedbinedwithSTPanalysisresultsofAcompany, thedirectionofimprovementforAcompanyincludeproductdifferentiationandmarketing strategydifferentiation.Scenemarketingtheoryandconceptareusedtoformulatethe marketingstrategy.Basedontherelevanttheoriesandthecaseofscenemarketing,according totherealityofAcompany,thispaperputsforwardfourstrategiesofscenemarketing. Expandthemeetingscenemarketing,buildthecategorydifferentiation,striveforcompetitive advantage;Invirtueofpost-eventscenemarketing,createhigh-endcategoryandleadingthe direction;Throughcommunityscenemarketing,createcategorystickinessandcultivatecore consumergroups;Throughonlineandofflinescenemarketing,promotetherealizationof flow,improvecommunication.Formulatetheimplementationplanofthestrategytoprovide referencesfortheeffectiveimplementationofthescenariomarketingstrategyofAcompany. Keywords：scene;scenemarketing;strategyresearch;grapewine A公司葡萄酒场景营销策略研究 目录 第1章绪论...............................................................................................................................1 1.1论文的研究背景、目的及意义...................................................................................1 1.1.1论文的研究背景................................................................................................1 1.1.2论文的研究目的................................................................................................2 1.1.3论文的研究意义................................................................................................2 1.2国内外研究现状...........................................................................................................2 1.2.1国外研究现状....................................................................................................2 1.2.2国内研究现状....................................................................................................3 1.2.3国内外研究现状述评........................................................................................4 1.3论文的研究内容和方法...............................................................................................5 1.3.1论文的研究内容................................................................................................5 1.3.2论文的研究方法................................................................................................7 1.4论文的创新之处...........................................................................................................7 第2章A公司葡萄酒营销现状及开展场景营销的理论基础...............................................8 2.1国产葡萄酒欧亿·体育（中国）有限公司及酒企现状分析...............................................................................8 2.1.1国产葡萄酒欧亿·体育（中国）有限公司现状........................................................................................8 2.1.2国产葡萄酒企业经营现状................................................................................9 2.2A公司葡萄酒营销现状分析......................................................................................11 2.2.1A公司概况......................................................................................................11 2.2.2A公司葡萄酒营销现状..................................................................................12 2.2.3A公司葡萄酒现行营销存在的问题..............................................................13 2.3场景营销理论及典型案例分析.................................................................................14 2.4本章小结.....................................................................................................................17 第3章A公司葡萄酒营销环境分析.....................................................................................18 3.1外部环境分析.............................................................................................................18 3.1.1宏观环境分析..................................................................................................18 3.1.2波特五力竞争分析..........................................................................................19 3.1.3消费者偏好分析..............................................................................................21 哈尔滨工程大学工商管理硕士学位论文 3.2内部环境分析.............................................................................................................23 3.3本章小结.....................................................................................................................26 第4章A公司葡萄酒场景营销策略设计.............................................................................27 4.1A公司葡萄酒营销的STP分析.................................................................................27 4.1.1市场细分..........................................................................................................27 4.1.2目标市场选择..................................................................................................28 4.1.3市场定位..........................................................................................................30 4.2A公司葡萄酒营销的改进方向..................................................................................31 4.3A公司葡萄酒场景营销策略分析..............................................................................32 4.3.1会务场景营销.................................