目 录
前 言··································· 4
一、研究概述······························· 4
（一）研究背景······························ 4
（二）研究意义······························ 4
二、环境分析······························· 4
（一）全国进口葡萄酒市场现状······················· 4
（二）深圳进口葡萄酒市场现状······················· 4
1.香港市场现状······························ 4
2.深圳本地市场现状···························· 5
3.深圳葡萄酒企业现状··························· 5
三、深圳进口葡萄酒市场分析························ 5
（一）良好的营商环境··························· 5
（二）消费需求增高···························· 5（三）白酒涨价潮的影响 6
四、销售现状分析····························· 6
（一）销售模式······························ 6
1.大客户销售······························· 6
2.高档西餐厅等高档消费场所························ 6
3.电话销售································ 6
4.网络推广销售······························ 6
（二）销售对象分析···························· 7
1.懂酒人群································ 7
2.高档餐饮消费人群···························· 7
3.成长中的消费人群···························· 7
4.稳健的消费人群····························· 7
5.中老年保健人群····························· 7
（三）销售渠道分析···························· 8
1.KA、KB场································ 8
2.酒类会所、酒庄····························· 8
3.名烟名酒店······························· 9
4.网络，团购直销····························· 8
5.投资型································· 8
五、市场营销策······························ 9
（一）加强线上导流和销售························· 9
（二）提升品牌的信用消费价值······················· 9
六、结论································· 9
参考文献································· 9
