关于葡萄酒英文市场营销策划书（附译文）

TheMarketingPlansaboutWines

1.outlineandmainpoint

Adopting"xxx"astrademarkandnameofproduct,"AAAfactory"asthe Willbeputintothemarketbefore___(day)___(Month)___(Year,)the targetmarketisthesouthwestofChina.(dependsontheconcreteproductsand timeofdeliveringtheproducts)

2.MarketingstatusatPsent

(1)Marketstatus:

Thewineisthesecondlargestpopularbeveragewineandsecond-lowestonly tobeerintheinternationaldrinkmarket,butinourcountry,itisjustonlya smallwineatPsent,theannualproductionhasbeenwanderingupanddown about200,000tonsallthetimeformanyyears,evenlessthan1%ofthe nationaltotalamountofalcoholproduct.Consumptionpercapitawineofour countryisonly1/20ofthelevelofconsumptiononaverageinrecenttimes.At Psent,withtheimprovementofpeople'slivingstandardandhealth consciousness,thechangeofthedietidea,andvariouspropagandaofthewine, makingthewinemarketofourcountrydevelopquickly,especiallytheclaretis afocusofPsentconsumption.Lookfromthisangle,thepotentialmarketof thewineofourcountryisverybroad.

(2)productstatus:

①domestic:ThemarketpriceofwineinChinahasbeenontheriseallthe timesince1996,especiallythepriceoftheclaretisverylargeinascensional range,pricesdifferentdependsonthebrands,eachbottle(750ml)risesfrom25 yuanto40-60yuan,thepriceofwineofotherkindshasrisinginvarious degreetoo.

②Overseas:thequalityofdomesticwineisbetterthanthatofoverseas,and thepriceisalsoreducedgraduallywiththedecreaseofthetarifftoo,andwith thesalechannelexpandedandwineknowledageincreased,moreandmoreforeign productsthereforebeadoptedbychineseconsumers,asaresult,foreignwine entersthedomesticmarketnowismoreeasilythenthepast.

(3)competitionstatus:

Thecompetitionisrelativelystable.AtPsent,domesticZhangYu,Great Wall,Dynasty,thesethreemajorbrandsoccupyhalfofdomesticmarket,52%or so.inaddition,dozensofforeignbrandsfromsuchasFrance,Italy,andother elsecountries.Mostofdomesticbrandsonlyfocustheireyesonacertain regionandselltheirproducttolimitedplaces,theyarelackofmarketing competitionandwithoutenougnabilitytoenterintheinternationalmarket.In virtueoftariffdecreasingandbarrierofforeignwinesenteringChina releasing,thusmakesthecompetitionoftheirbrandsfurtherpromoted.

(4)distributionstatus:

thewineconsumptionchannelisgenerallypidedintodrinkeryandretail shoptwobigclasses.recentlythedistributechannelismeal&drinkshop accountsfor51%,retailaccountsfor49%;Intheretailchannel,supermarket andlargesalesfieldaccountfor55%,theothersareconveniencestore, monopolizedshopandindependentfoodsupplyretailshop,etc..