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摘 要
目前，饮用葡萄酒的习惯尚未在我国广泛盛行，其市场仍然处于一个开拓
及成长期。伴随着我国经济的快速发展，以及人民群众的生活水平的不断提高，
尤其是达到小康水平家庭的数目快速增多，使得葡萄酒在我国消费市场的认同
度迅速提升，并且，葡萄酒以其特有的保健因素受到更多消费者的认可、偏爱，
因此，对于葡萄酒的消费量也随之不断增长。由此可见，葡萄酒在中国是个很
有市场发展前景的行业。

除了受到啤酒和白酒这两种传统酒类产品的挑战外，大量的国外葡萄酒品
牌也正以惊人的速度涌入中国市场，同行业间的竞争也日趋白热化。本文以漳
州吉马葡萄酒为背景，通过采集到的数据，利用 SWOT 分析法，4C 理论和 4P
理论，分析漳州市场葡萄酒行业的营销策略，潜在的风险，存在的机会。用先
进的营销理念提出完善优化的对策。

建议漳州吉马葡萄酒公司在利用现有市场环境与集团自身的有利条件下，
调整自身的营销方向，通过构建有效的快速反应机制、产品与需求的关联机制、
长期的关系机制、盈利机制、定价机制、终端机制，根据消费者的需要来明确
产品的定位和走向，以服务的姿态来面对消费者。积极的关注社会的变化，市
场的变化，消费者需求的变化，及时调整企业自身的营销策略；在品牌的发展
上，要注意提升企业和品牌的知名度和美誉度。这样才能保证企业的可持续发
展，消费者忠诚度的提高。

关键词：漳州吉马葡萄酒公司 葡萄酒 营销策略Abstract
Wine has become the healthy and popular drink for the peoples of the world，
however, it hasn’t become a must choice of drinking for Chinese people. With the
rapid economic development and the increasing living level,especially for the
acceleration of the families with well-off level, the cognition of Chinese consumers
for wine is greatly improved, the consumption of wine as a healthy drink is rapidly
growth, which has made it a very promising industry in china.
In addition to the challenge of beer and liquor, a large number of foreign wines
are also pouring into Chinese market in an alarming rate. The competition among the
same industry is also fiercely. Based on the background of Zhangzhou Lucky Horse
Wine, this article analyze the marketing strategy of Zhangzhou wine industry market,
the potential risks and opportunities by the data acquired, using the SWOT analysis
method, 4C theory and 4P theory, ,therefore to put forward the countermeasures to
improve optimization with advanced marketing idea.
And it is suggested that Zhangzhou Lucky Horse Wine Co.Ltd. should adjust its
marketing direction under the favorable conditions for the existing market
environment and the Group itself, through the construction of the rapid response
mechanism, effective association mechanism between product and demand
mechanism, long-term profit mechanism, pricing mechanism, the terminal
mechanism, to confirm the orientation and position of products according to the
needs of consumers, and to serve the consumers in considerate ways. That need the
company to actively pay close attention to the change of society, market, consumer
demand so that to timely adjust its own marketing strategy; For the development of
brand, it is necessary to enhance the reputation, only by that ,can it guarantee the
sustainable development of enterprises and enhance the consumer’s loyalty.
Keywords: Zhangzhou Lucky Horse Wine Co.Ltd. Wine The marketing
strategy