摘要
摘要
随着国家利好政策的实施、人民对美好生活的追求及互联网的日新月异，中
国葡萄酒市场不断发展壮大，葡萄酒逐渐从过去的高端奢侈品成为大众消费品。
中国八大产区之一的西南产区也涌现出了如香格里拉酒业、云南红等优秀的葡萄
酒企业。然而，近年来由于国内宏观经济增速放缓，叠加疫情影响，葡萄酒的商
务宴请、礼品等消费场景大幅减少，葡萄酒市场不断萎缩。与此同时，进口葡萄
酒不断挤压国产葡萄酒市场，行业竞争日益激烈。香格里拉酒业作为云南葡萄酒
领军企业、西南产区代表企业，也面临着销售收入连续下滑的艰难处境。在此背
景下如何提高市场竞争力、增强品牌认可度、谋求更大的发展，是企业急需研究
和探索的问题，也是云南葡萄酒行业，甚至是西南产区需要思考的问题。
本文以香格里拉葡萄酒为研究对象，首先采用 PEST模型和波特五力模型分
析香格里拉葡萄酒的宏观环境和行业竞争环境，用 SWOT分析模型系统梳理其
内部的优劣势和外部机会与威胁；其次，通过葡萄酒消费行为和 STP理论和 4Ps
营销组合理论分析香格里拉葡萄酒的营销现状及存在问题；再次，根据问题提出
针对性的营销策略优化思路，最后建议企业通过建立良好的企业文化和建立优秀
的人才团队保障营销策略的最终实施。
研究发现，中国葡萄酒产业增速逐年下降，产品同质化严重；同时国产葡萄
酒头部效应明显，已形成头大尾小的碎片化格局，中小企业想要长久生存，近乎
取决于是否能挤进头部。通过整体分析得出以下结论：目前，香格里拉葡萄酒营
销过程中存在营销战略定位不够准确、缺乏核心大单品和品牌知名度不高、价格
优势不足和价格混乱、渠道策略中重经销渠道、轻直销渠道和促销意识不足、方
式落后的问题。针对上述问题本文给出以下优化方案：营销战略上高端市场优化
为中高端市场；产品策略上从梳理产品线聚焦大单品、产品研发和创新、包装功
能化及个性化和提高品牌忠诚度四方面进行优化；定价策略上严格把握档次价格
差异和规范价格体系进行优化；渠道策略上从加强经销商的管理和加大直销渠道
的开发进行优化；最后在促销策略上构建新媒体矩阵、加强葡萄酒文化与民族文
化及风土人情为一体的体验式营销和口碑营销。
I

摘要
本文的研究，对香格里拉葡萄酒营销过程中存在问题提出了针对性地解决思
路，希望帮助香格里拉葡萄酒提高竞争力，走出香格里拉特色之路，带动云南葡
萄酒行业及西南葡萄酒产区的发展，同时为研究国内葡萄酒企业营销拓展案例。
关键词：香格里拉葡萄酒；营销策略；优化策略；4Ps营销组合
II

Abstract
Abstract
With the implementation of favorable national policies, people's pursuit of a
better life and the rapid development of the Internet, China's wine market continues to
develop, and wine is gradually becoming a mass consumer product from the high-end
luxury goods of the past. The southwestern region, one of the eight major wine
producing areas in China, has also seen the emergence of excellent wine companies
such as Shangri-La and Yunnan Red. However, in recent years, due to the slowdown
of the domestic macroeconomic growth and the impact of the epidemic, the
consumption scenario of wine for business banquets and gifts has been significantly
reduced, and the wine market has shrunk. At the same time, imported wines are
strongly squeezing the domestic wine market, and competition in the industry is
becoming increasingly fierce. Shangri-La, as a leading wine company in Yunnan and
a representative of the southwest wine region, is also facing a difficult situation of
continuous decline in sales revenue. In this context, how to improve market
competitiveness, enhance brand recognition and seek greater development is a
question that the company urgently needs to study and explore, and it is also a
question that the Yunnan wine industry, and even the southwest wine region, needs to
think about.
This paper takes Shangri-La wine as the research object, firstly uses the PEST
model and Porter's five forces model to analyze the macro environment and industry
competition environment of Shangri-La wine, and uses the SWOT analysis model to
systematically sort out its internal advantages and disadvantages and external
opportunities and threats. Consumption behavior, STP theory and 4Ps Marketing
Strategy analyze the current situation and existing problems of Shangri-La wine
marketing. Thirdly, according to the problem, put forward targeted marketing strategy
optimization ideas, and finally suggests enterprises establishes a good corporate
culture and establishing an excellent talent team.
The research found that the growth rate of China's wine industry is declining
year by year, and the product homogeneity is serious; at the same time, the head effect
III
。。。以下略