文档介绍：张裕葡萄酒沈阳市场分析与营销策略研究 ii STUDY ON THE MARKET ANALYSIS AND MARKETING STRATEGIES FOR CHANGYU WINE IN SHENYANG ABSTRACT At present, our country grape wine average per person year expense only is the world average level 6%, but also is in the development growth period, along with the per capita national e level enhancement, specially middle class's growing strong, as well as the consumption pattern promotes, the grape wine took the healthy drinks the value is widely recognized the same level factor, the grape wine consumption quantity presents the fast growth the tendency, expends in the wines the proportion also unceasingly to enhance. In this thesis, combined with the characteristics of and future trends in wine industry at both domesticand international market, we applied modem marketing theory and many methods such as market survey,literature search and SWOT analysis to pany's marketing environment, resource conditions likeinternal advantages and disadvantages, its present marketing state and current problems. According to binatorial marketing bined with the 4CS and 4RS theory, we proposed that Changyu's target marketshould be focused on the average and top end. We also designed for Changyu a set of strategies that suitsChangyu, including product strategy, price strategy, distribution strategy and promotion with its marketing resources, Changyu should adopt the brand strategy whose core would be the maintenanceand construction of the brand, strengthen the advantages in brand and enhance munication of it with its customers, retail ends and the general public. We hope this piece of research is useful to Changyu's healthy development in marketing capability. KEY WORDS:market analysis , marketing strategy, Changyu wine原创性声明本人郑重声明:所呈交的学位论文,是本人在导师指导下,进行研究工作所取得的成果。除文中已经注明引用的内容外,本学位论文的研究成果不包含任何他人创作的、已公开发表或者没有公开发表的作品的内容。对本论文所涉及的研究工作做出贡献的其他个人和集体,均已在文中以明确方式标明。本学位论文原创性声明的法律责任由本人承担。学位论文作者签名:荆胁一8^w关于学位论文版权使用授权的说明本人完全了解河北工业大学关于收集、保存、使用学位论文的规定。同意如下各项内容:按照学校要求提交学位