摘要
葡萄酒在我国的发展源远流长，据相关史料记载，葡萄酒出现在商朝，随后西域葡萄酒有了一
定的发展，在西汉时张骞将工艺和产品带回内地，至唐朝时达到顶峰，随后直到清朝开始衰落。纵
观历史，我国葡萄酒一直是少部分人享用的尊贵饮品，直到改革开放后，随着人民生活水平的提高，
葡萄酒才进入大众的餐桌。受中国酒文化的影响，白酒一直是我国酒类消费的主流，20 世纪末啤酒
行业开始迅速发展，并且成为大众百姓的日常饮品。随着人民生活质量的提高，葡萄酒逐渐赢得了
中上收入水平消费者的偏好，并且具有良好的市场发展潜力。自中国 2001 年加入 WTO 以后，15 年
的关税保护期已过，国外产量过剩的葡萄酒以较低的成本进入中国，增加了中国葡萄酒市场的竞争
力度。格鲁吉亚作为世界葡萄酒的发源地，其葡萄酒文化深厚、制作工艺先进，口味独特。2015 年
格鲁吉亚葡萄酒开始进入新疆市场，本文通过对新疆市场知名葡萄酒品牌在新疆市场上所处的环境
进行分析，提出卡赫季格鲁吉亚葡萄酒在新疆市场上的营销策略

本文首先提出了研究的背景、意义和目的等，确立论文的研究思路和框架，然后以现代市场营
销理论为指导，对卡赫季格鲁吉亚葡萄酒在新疆市场的外部环境和内部条件进行分析，并进一步介
绍了格鲁吉亚葡萄酒的基本情况，在此基础上总结格鲁吉亚葡萄酒在新疆市场的机会与威胁，优势
与劣势，通过 SWOT 分析得出格鲁吉亚葡萄酒在新疆市场存在的主要问题，在以上环境分析的基础上，
对格鲁吉亚葡萄酒的战略进行分析，以找准其目标市场定位，并运用营销组合理论对格鲁吉亚葡萄
酒在新疆市场的营销策略进行设计

最后，从卡赫季公司组织架构的建立、营销文化的建设和公司员工激励等方面提出了保障措施，
以此保障以上营销策略在新疆市场的顺利实施，最终达到占领市场、服务社会，赢得利润的目标

关键词：格鲁吉亚葡萄酒；新疆市场；营销策略；消费者II
Abstract
The development of wine in our country has a long history.According to the related historical
records,wine appeared in shang dynasty,then the western wine had certain development.In the Western Han
Dynasty,Zhang qian brought process and product.wine reached its peak in tang dynasty,and Declined in the
Qing Dynasty.throughout history,wine in our country has always been enjoyed by small people.Until after
the reform and opening up,with the improvement of people&39;s living standard, wine beban to enter to the
public&39;s table.Liquor has been the mainstream of China&39;s liquor consumption,bacause of the Chinese liquor
culture.At the end of twentieth Century, the beer industry began to develop rapidly, and became the
common people&39;s daily drink.With the improvement of people&39;s quality of life, wine has gradually won
consumer&39;s preference that has a high income level, and has a good market development potential.Since
China joined the WTO in 2001,15 years of tariff protection is over,Foreign production surplus wine at a
relatively low cost enter to China, increasing the competitive strength of Chinese wine market.as the
birthplace of world&39;s wine,Georgia wine has deep culture, advanced production technology,besides the taste
is unique.Georgian wine began to enter the market in Xinjiang in 2015.This article analyzed the market
environment of well-known wine brands in Xinjiang,and put forward to the market marketing strategy of
karkh season Georgian wine in Xinjiang.
At first, this paper puts forward the research background, meaning and purpose, etc,ensuring the
research thought and framework established.And then the modern market marketing theory as the
instruction,This paper analyses the external environment and internal conditions of karkh Georgian in
Xinjiang market,and further introduces the basic situation of Georgian wine.On the basis of summarizing
opportunities and threats, advantages and disadvantages of the Georgian wine in Xinjiang market,further
more,it conculded the main existing problems in Xinjiang of Georgian wine using SWOT.On the basis of
above analysis, the paper analyse the strategic of Georgian wine,to find out its target market
positioning,and design the marketing strategy of Georgian wine in Xinjiang using the theory of marketing
mix.
Finally,this paper put forward to the measures in the establishment of the company organization
structure, marketing cultural construction and the company employees incentive,and to guarantee the
smooth implementation of marketing strategy in Xinjiang market above,so to occupy the market, serve the
society, to win the goal of profit.
Key words: Georgian wine,Xinjiang market, Marketing strategy,consumersIII
目 录
摘要 ....I
Abstract ....II
第一章 绪论 .1
1.1 研究背景.........1
1.2 研究意义.........2
1.2.1 理论意义...2
1.2.2 现实意义 ..2
1.3 相关概念与理论...2
1.3.1 相关概念...2
1.3.2 理论基础...5
1.4 论文的主要内容和研究方法.....8
第二章 卡赫季格鲁吉亚红酒新疆市场发展现状与存在问题 .........9
2.1 卡赫季格鲁吉亚红酒新疆市场发展现状 ......9
2.2 卡赫季格鲁吉亚红酒新疆市场发展存在问题..10
2.2.1 定位不清晰 ...........10
2.2.2 品牌知名度不高........10
2.2.3 缺乏优秀的营销团队....10
2.2.4 进口酒市场监管力度不够11
第三章 新疆葡萄酒市场国际品牌营销环境分析 ......12
3.1 宏观环境分析....12
3.1.1 政治环境..12
3.1.2 经济环境..12
3.1.3 社会环境..13
3.1.4 技术环境..14
3.2 行业竞争环境分析14
3.2.1 行业内现有竞争者分析..16
3.2.2 新进入者分析..........16
3.2.3 供应商分析17
3.2.4 购买者分析17
3.2.5 替代品分析18
3.3 卡赫季公司新疆市场 SWOT 分析.18
3.3.1 优势......18
3.3.2 劣势......19
3.3.3 机遇......19
3.3.4 威胁......20
第四章 卡赫季格鲁吉亚红酒新疆市场营销战略选择 ..21
4.1 营销战略的指导思想..........21
4.2 市场预测和分析..21
4.3 市场细分........21
4.4 市场定位........22IV
4.5 格鲁吉亚葡萄酒新疆市场营销战略目标......23
4.5.1 卡赫季格鲁吉亚葡萄酒总体战略......23
4.5.2 业务战略..23
4.6 营销组合策略....24
4.6.1 产品与品牌策略........24
4.6.2 价格策略..25
4.6.3 渠道策略..25
4.6.4 促销策略..25
第五章 营销战略实施保障措施 ........27
5.1 企业组织架构保障........
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