| 进口葡萄酒市场营销对策 |
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| 引用本文： | 何伟祥.进口葡萄酒市场营销对策[J].浙江工商职业技术学院学报,2009,8(4):20-23. |
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| 作者姓名： | 何伟祥 |
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| 作者单位： | 浙江工商职业技术学院,浙江,宁波,315012 |
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| 摘 要： | 进口葡萄酒进入国内市场，可以采取三种策略：一是选择经销全力配合，形成紧密型关系；二是设立中国分公司开展总经销、独家经销或与大的葡萄酒进口商、分销商开展合作代理；三是与国内当地葡萄酒生产商组建合资企业，甚至建立自己的营销网络。品牌、与经销商关系和终端销售三者是进口葡萄酒营销的关键。
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| 关 键 词： | 进口葡萄酒 营销 品牌 经销商 终端销售 |
Marketing Strategies for Imported Wine |
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| HE Wei-xiang.Marketing Strategies for Imported Wine[J].Journal of Zhejiang Business Technology Institute,2009,8(4):20-23. |
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| Authors: | HE Wei-xiang |
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| Institution: | HE Wei-xiang (Zhejiang Business Technology Institute, Ningbo 315012, China) |
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| Abstract: | There are three strategies for imported wine to enter the Chinese market： 1. fully cooperate with selected distributors and form close cooperative relation 2. Set chief distributor, sole distributer in China or cooperate with big wine importers and distributers, 3. Establish a joint venture with a local wine manufacturer or even build solely-owned marketing network. The key factor for imported wine marketing relies on brand, distributor relation and retail marketing. |
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| Keywords: | imported wine marketing brand distributor retail marketing |
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