中国葡萄酒应对国际化市场竞争的营销思考  

Investigation on Marketing Strategies for Grape Wine Industry in China to Deal with Global Competition

作　　者：唐文龙[1] 

机构地区：[1]山东工商学院外国语学院商务英语系,山东烟台264005

出　　处：《酿酒科技》2006年第9期99-103,共5页Liquor-Making Science & Technology

摘　　要：分析了中国葡萄酒行业的发展现状、进口葡萄酒在中国市场现状及中国葡萄酒的出口情况;提出中国葡萄酒直面国际市场竞争和未来的发展,中国葡萄酒企业应采取的营销策略有:开发高端产品、推广产品的文化营销、实施个性化产品营销、进行葡萄酒文化培育、积极参与国际竞争等。(孙悟)The present development of grape wine industry in China, the status of imported grape wine in Chinese market, and the export status of Chinese grape wine were investigated and analyzed in this paper. In order to win global competition and achieve better development in the future, the following marketing strategies should be practiced by grape wine enterprises in China： development of high-grade products, implement of cultural promotion, practice of individualized product promotion, cultivation of grape wine culture, and active participation in global competition etc. （Tran. by YUE Yang）

关 键 词：中国葡萄酒 国际市场竞争 营销 

分 类 号：F426.82[经济管理—产业经济]