葡萄酒企业开展俱乐部营销的现状与对策研究

Current Status of Club Marketing Practiced by Grape Wine Enterprises and Study on Its Countermeasures

葡萄酒企业开展俱乐部营销是葡萄酒发展的市场需求,我国葡萄酒企业开展俱乐部营销的现状:规模较小,环境亟待改善;管理混乱,无法保证活动的正常化;没有切实把握俱乐部营销实质;排他性明显,不利于整个葡萄酒市场的培养;色彩浓厚,功利性太强,难以培养消费者的忠诚度;俱乐部活动缺乏独特个性;宣传、沟通不够,网络不健全等。因此,开展俱乐部营销必须强化服务意识;重视公关作用;要突出俱乐部活动的娱乐性,淡化功利性,重视知识性;加强管理,重视市场细分;落实消费市场的培育和基础性工作;组建葡萄酒企业俱乐部联盟,提高俱乐部的市场化组织水平。(孙悟)

The strategic practice of club marketing by grape wine enterprises answered for market requirements of grape wine development. Current status of club marketing in China were as follows: small marketing scale and market environments in need of urgent improvement; disordered management which could not ensure normal marketing; ambiguity of enterprises to the real meaning of club marketing; distinct exclusiveness harmful for health grape wine market culture; utilitarianism hard to culture consumers' fidelity; lack of vivid individuality for club activities; insufficient public propaganda and mutual communication, and small scale of club membership and unsound network etc. Accordingly, enterprises participating in club marketing must fully be aware of service, highly value public communication, pay more attention to the entertainment of club activity and less attention to utilitarianism, strengthen management, notice the culture of consumption market and basic work, and establish grape wine enterprise club federation to improve organization levels of the club. (Tran. by YUE Yang)