論我國葡萄酒產(chǎn)業(yè)的推廣.pdf

1、山東大學碩士學位論文論我國葡萄酒產(chǎn)業(yè)的推廣姓名：周彥申請學位級別：碩士專業(yè)：專門史指導教師：韓英20090410山東大學碩士學位論文ABSTRACTWineiStheworld。Soldestdrink，ithasmorethanthousandyearshistoryWinehasgoodpromotioninmanycountriesoftheworldChinesewinefromtheWesternHanDynastyhasmo

2、rethan2000yearsofhistoryHowever，thewinehasnotbeenuniversalinChinaInrecentyears，asChina’Seconomicgrowth，percapitaincomelevelsandimprovehealthawarenessenhancement，Chinaswineindustrydevelopedrapidlythebenefitsofwinehavebeen

3、increasinglyrecognizedbythepeopleWineconsumptioninChinaismoreandmorepopularitalsoenabledChinatobecometheworld’Sfastest—growingwinemarketTheannualgrowthrateofworld’Swinesalesoverthepastfewyearsisonlyl％，whileChina’Saverage

4、growthrateismorethan10％AfterjoiningtheWTO，Chinawineindustryshouldfacethechallengeoftheneweraofglobaleconomicintegration，theglobalcompetitiveenvironmentThispaperanalysesthedevelopmentofChinawineindustryandpointedoutthemaj

5、orproblems，unsatisfactoryproductqualitylackofindustrystandards，non—standardproducingmanagement，singlemarketingmodel，thelackofbrandawarenessUsetheexperienceofothercountriesforreference，especiallytheexperienceoftheirinnova

6、tionItanalysesthestrategyofChinawineindustry’SspreadandgivessomepropositionThisarticledescribesthehistoryofwineandconsumptionsituation，focusingonnutritionandhealthvalueofwineonthecitationItanalysesthestatusquoofChinaswin

7、edevelopmentonthefirstpart，marketdemandincreasessteadiiyconsumerpsychologytendstoarationalThendescribedtheinnovationofthenewandoldworldwinecountry，theFrenchwineinnovation，Australia’SbrandbuildingstrategyJapanandSpain’Sne

8、wwinemarketingstrategyetc。AlargenumberofforeignbrandwinesareenteringtheChinesemarket，China’SwinemarketisfacingenormouschallengesInthesecondpartanalysesthequalityofChinaswineproductsisnotoptimistic，thestandardofwineproduc

9、tionisnotperfect，marketingstrategyissingleThethirdpartiscombiningtheexperienceofthedevelopmentofforeignwineandwinedevelopmentofChinagivessomepromotionstrategyoftheChinesewineindustryincludingtalentreserves，governmentsupp

10、ortindustrymanagementstandardization，newmarketingideasandbrandingstrategyThefinancialcrisisin2008givesChina’SwineindustrymorerigorouschallengeChina’Swineindustryshouldfosterasenseofreformandinnovationactivelystrengthenit

11、smanagementdevelopmarketingideasThroughthejointeffortsofgovernmentandenterprises，wineenterpriseswilldealwiththefinancialcrisisactivelyandensureindustrysustainableandstabledevelopment6Keywords：Wineindustry；Status；Strategy