| 法国红酒是世界普遍流畅的产物之一。活着界各地,都可以饮用到从波尔多、勃艮第和罗讷河谷临盆的红酒。这些法国红酒具有历来为世界所著名的制造工艺。法国红酒是典范的奢靡品：价钱昂贵,产量稀疏,这源于其所控制的陈旧并精深的制造工艺。跟着最近几年中国经济的成长,许多中国人开端花费这类产物。法国企业发明中国人日趋充裕、行动欧化,天天中国对法国红酒的出口也日趋增长。本文努力于研究这些法国企业在占据中国红酒市场、加快中国人红酒花费方面所制订的政策和办法。对法国企业来讲,中国事相当主要的红酒花费市场。从中国红酒市场的范围、潜伏花费者的人数、东方(剖析法国)与西方(中国)的文明差别；从葡萄园栽种到中国餐馆的餐桌的每个环节,对法国红酒在中国的发卖都异常主要。经由对这些重要经济环节的研究,剖析这些政策及计谋的好坏,为法国红酒更胜利地进入中国市场供给响应建议。今朝,中国事法国红酒的第一出口国。跟着中国的敏捷成长,有更多充裕的中国人成为潜伏红酒花费者。跟着时光推移,中国终将成为红酒花费最年夜国,作为世界有名红酒临盆地的法国,不克不及疏忽这个市场。这是很多法国红酒制作商盘算在将来几年内进入中国市场的重要目标。 Abstract: French red wine is one of the world's most popular products. All over the world, can drink from Bordeaux, Burgundy and the Rhone Valley wine production. The French wine has always been known as the world's manufacturing process. French wine is a luxury model: the price yield is sparse, which originates from the manufacturing process of old and deep their control. With the growth of China's economy in recent years, many Chinese people have started to spend the product. The French company invented Chinese increasingly abundant, Europeanization, French wine exports to China every day is also increasing. This paper studies these French companies to occupy the Chinese wine market, to accelerate the development of Chinese wine spending aspects of the policy and measures. For French companies, China is a very important market for red wine. From the scope of China's wine market, latent consumers of number, East (analysis of France) and Western (China) cultural differences; from vineyards planted to every aspect of the Chinese restaurant table, of French wine in China sales are abnormal. Through the study of these important economic links, analysis of these policies and Strategies of good or bad, for the French wine more successful into the Chinese market supply response recommendations. At present, China is the first country to export French wine. With China's rapid growth, there are more abundant Chinese people become latent red wine consumers. Along with the passage of time, China will become the wine spend most of the eve of the country, as the world famous wine give birth to France, cannot ignore the market. This is an important goal for many French wine producers figured into the Chinese market in the next few years. 目录: Abstract 5 摘要 6-9 1.Introduction 9-11 1.1 Background 9 1.2 Purpose 9 1.3 Significance 9-10 1.4 Objectives 10-11 2.Wine in China:a successful concept 11-32 2.1 Presentation of country and market of large retailers 11-16 2.1.1 China 11 2.1.2 Market Characteristics of mass distribution 11-12 2.1.3 The Chinese Economy and the importance of Shanghai 12-16 2.2 The Chinese Wine Market 16-29 2.2.1 A market with high growth potential 16-17 2.2.2 An important but modest local supply of quality 17-18 2.2.3 The growing imported wine market 18-24 2.2.4 The regulations on imports 24-27 2.2.5 The various distributions of imported wines 27-29 2.3 Wine consumption in China 29-32 2.3.1 Three areas of consumption:luxury, gifts and holidays 29 2.3.2 Characteristics of the consumption of imported wines by nationality 29-30 2.3.3 Communication in aid of sale 30-32 3.The main actors:the producer, the importer and the distributor 32-51 3.1 Vignobles Boissonneau 33-36 3.1.1 History of Bordeaux wines 33 3.1.2 Bordeaux and Bordeaux Superieur Appellations 33 3.1.3 Vignobles Boissonneau:History and Geography 33-35 3.1.4 Vignobles Boissonneau in China 35-36 3.2 Importers/distributors:FWP and the others 36-44 3.2.1 FWP:a reference for French Wine Importation 37-41 3.2.2 DT Asia:direct competitors of FWP 41-42 3.2.3 ASC Fine Wines:first in foreign wines and On Trade 42-43 3.2.4 Other competitors 43-44 3.3 An example of wine distribution in China:Carrefour 44-51 3.3.1 Supermarkets in China 44-45 3.3.2 The universe of Carrefour stores in China 45-47 3.3.3 Comparison of wine section between Carrefour France and China 47-48 3.3.4 Cellars consumer Profile 48-51 4.VB, FWP, Carrefour and the Chinese puzzle 51-64 4.1 Details of the mission and challenges 51-52 4.1.1 A mission focused on three sectors:sales, marketing, sociological 51 4.1.2.To better target consumer and adapt to customers 51-52 4.1.3.The strengths of Vignobles Boissonneau 52 4.2 Study of linear 52-56 4.2.1.The organization of the linear at Carrefour 52-55 4.2.2 FWP positioning relative to competition 55-56 4.3 Different product strategies adopted by companies 56-58 4.3.1 Strategy "wide range" 56-57 4.3.2 Strategy "deep end" 57-58 4.3.3 Strategy "deep end", with a Reserve 58 4.4 The pricing policies applied by companies: Price in the marketing mix 58-59 4.5 Merchandising directed by Vignobles Boissonneau 59-61 4.5.1 The promotional events 60 4.5.2 Management of end displays 60-61 4.6 A different vision of the American wine marketing 61-64 5.Recommendations 64-72 5.1.BCG Matrix of distribution for FW 64-65 5.2 Analysis of FWP 65-67 5.2.1 Policy that is too much oriented to development 65-66 5.2.2 A problem in the Management of Human resources 66 5.2.3 A cash flow problem 66-67 5.3 SWOT Analysis 67-68 5.4 Summary of Marketing Mix: FWP's place compared to its competitors 68-71 5.5 FWP and new patterns of consumption 71-72 6.Conclusion 72-74 Table of Figures 74-75 Bibliography 75-77 Aeknowledgments 77-78 卷内备考表 78-79 |
