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1、葡萄酒上市策劃報(bào)告(Winelistedplanningreportforbacksbergwine)一、桂林葡萄酒市場(chǎng)概況(introductiontowinemarketinGuilin)(一)目前市場(chǎng)(Currentmarket)目前在桂林市場(chǎng)上銷售的葡萄酒品種繁多,其中本土品牌有:長(zhǎng)城、張?jiān)!⑼醭?、威龍、通化、華東、白洋河、云南紅、冰玫瑰及永福山等。主要在專賣店、大小超市、批發(fā)市場(chǎng)及零售店等。其中永福山為山野葡萄酒,價(jià)格便宜加上其為桂林本地品牌,很受桂林市民的歡迎。Therearecurrently
2、severalwinesinGuilinmarket,includingchangcheng,zhangyu,wangchao,weilong,tonghua,huadong,baiyanghe,yunnanhong,iceroseandyongfushangwhichisproducedinthelocalplace,also,ispopularinGuilin.Allofthesewinearedomesticproducts.在桂林市場(chǎng)上銷售的國(guó)外品牌有:芝華士、人頭馬、伏特加、軒尼詩(shī)等,主要是在名酒
3、專賣店和各星級(jí)賓館、酒店銷售。GuilinalsohassomeforeignwinessuchasChivas,Vodka,Piyaer,Matell,Martini,XO,whicharesaleinstarhotels,restaurantsandshops.(二)桂林市場(chǎng)各葡萄酒品牌的價(jià)格(price)1、國(guó)產(chǎn)品牌(Domesticbrands)長(zhǎng)城葡萄酒市場(chǎng)價(jià)格(changchengwine)規(guī)格(Specifications)(750ml)類型(Type)價(jià)格(price)(元)年份(year)
4、解百納干紅(cabernet)1081998解百納干紅(cabernet)45金裝三年(Theinstalledthreeyears)梅鹿輒干紅(merlot)721997解百納干紅(cabernet)411999寶石干紅(redwine)281999長(zhǎng)城干紅(赤霞珠)36華夏huaxiaredwine1081995長(zhǎng)城干紅(redwine)(昌梨)28解百納干紅(cabernet)35-45(張?jiān)?紅酒市場(chǎng)價(jià)格(changyuwine)規(guī)格(Specifications)(750ml)種類(Type)價(jià)格
5、(price)(元)年份(year)解百納干紅(cabernet)981994解百納干紅(cabernet)63.31998百年張?jiān)?8張?jiān)?000(redwine)462000張?jiān)?995(redwine)511995其他品牌(therestbrand)規(guī)格(Specifications)(750ml)品牌(brand)種類(type)價(jià)格(price)(元)年份(year)白洋河白洋河11.6玫瑰佳人15.5白洋河莊園28永福山(yongfushan)新天永福山XintianYongFuShan25-永
6、福山(yongfushan)原汁100%(yongfushan)9.8-2、國(guó)外品牌(foreignbrands)(1)芝華士(Chivas)(支):428RMB/twobottles(shopprice)(專賣店)(2)人頭馬(XO)(V.O.S.P):360元(shopprice)(專賣店)(3)人頭馬特級(jí):420RMB(專賣店)(shopprice)(4)路易十三:9888元(專賣店)(shopprice)(5)芝華士特級(jí):4628元(專賣店)(shopprice)3、價(jià)格分析(Priceanalys
7、is)(1)從上表可看出,國(guó)產(chǎn)葡萄酒已經(jīng)形成從高到低而且比較完整的價(jià)格體系,同時(shí)以低價(jià)策略為主要競(jìng)爭(zhēng)手段,這源于國(guó)產(chǎn)品牌的成本優(yōu)勢(shì)以及大眾化戰(zhàn)略,即以優(yōu)先占領(lǐng)市場(chǎng)為出發(fā)點(diǎn)。Fromthetable,wecanseethatthedomesticwineshadformedarelativelycompleterevolutionspricesystem,andlow-coststrategiesisthemainmeansofthisstemsbecauseofthecostadvantagesandpop
8、ulardomesticbrandstrategy.Itisasastartingpointtooccupythemarketspriority.(2)進(jìn)口葡萄酒的價(jià)格偏高且價(jià)格單一,由于產(chǎn)品的單一從而沒(méi)有形成完整的價(jià)格體系,消費(fèi)者選擇余地比較小,阻礙其對(duì)進(jìn)口葡萄酒的消費(fèi)。Theimportedwinepricesishigh,andthewineshasnotformedacompletepricesystem