意大利葡萄酒Barolo进入中国市场调研,英文版.docVIP

The marketing strategy research of the Italian wine Barolo entering Chinese MarketThe Barolo is a famous wine brand which has already opened market of Italy. Now we want to take it into the Chinese market, before that, we did some research of the marketing strategy.Ⅰ.The environment analysisMarco environment analysis(ⅰ) Political Legal Environment AnalysisAfterAfter the accession to WTO of China, the import tariffs on wine have decreased from 65% to 14%. It causes the restructuring of the domestic wine market, which leads the marketing strategies entering a new era.In December 11, 2006, China published GB15037, the national standard of the production of the red wine of the Peoples Republic of China, which came into effect in January 1, 2008. This standard extensively referenced to the international wine production standards.Strategic trend：The imported brand keeps coming in and the competition intensified. In recent years, more and more famous international top brands entered China; the domestic wine market is now shuffling.1) The product quality and international competitiveness of Chinese wine will improve dramatically, the coarse wine production will be more difficult, and the good wine will directly involve in international competition.2) The standard will vigorously promote the internationalization of Chinese wine.More convenient to identify the wine quality, management method catch up the pace of the international community, making domestic wine quality standard approached the international one. The international standardization wine will become the mainstream of the market.Feb. 20, 2009, Penglai formulate the first administration measures for vintage wine of China, which strengthen the management of vintage wine. This will further improve the management standardization of the grape and wine industry.Since 2003, China issued wine making regulatory, officially abolished the standard of half grape juice wine, and banned enterprise produce the wine with water.Th