—— Market survey and sales strategy analysis of Jinliufu wine in Dongsheng District

Chapter I Introduction

The reason and significance of topic selection

The Jinliufu wine market survey we studied this time is based on our social work major, and by expanding its internal meaning, we will apply the knowledge and skills learned in social work major to the market survey.

Through the social practice in summer vacation, we deeply realized the advantages of social work specialty. Social work specialty is in the primary stage of development in China. For some people, the knowledge of social work is half-baked, even unfamiliar. As a college student of this major, practice has tested the great value of social work professional knowledge. Therefore, according to our investigation of Jinliufu wine market, we should talk about how to grasp the market dynamics, do a good job of investigation and manage the off-season market.

Comparison between Social Work and Market Survey

name

compose

Important document

Responsibilities outside of daily work

market survey

Process analysis:

Recipient's will and acceptance behavior

Social worker recipient

Willing to help others, helpful behavior in line with customer wishes, accept market research.

Market researcher customer (consumer)

Market research activities

Work elements, social workers

consignee

Social values

Beneficial activity market researcher

consumer

Market research value

Market research activities

1, Market Investigator: Market Investigator is the primary component of market research activities. Without communicators, market research activities are impossible. He is a service provider of products.

2. Consumers: Without consumers, it is impossible to complete this interactive activity.

3. Market research values: After one month's practice, I personally think that honesty and respect are the most important values. Of course, businessmen are based on interests, but without the cornerstone of honesty, they can't afford to build tall buildings. Secondly, respect, respect the wishes of customers, importune will only lead to consumer disgust, and finally the transaction can not be completed.

4. Market research activities: it is the key process to achieve the goal, in which both protect the main body. In the process of market research, market researchers spread accurate information and services that can meet the needs of consumers, while consumers output their understanding, choice and response to products.

Second, the integration of social work professional skills in market research work

Some skills play a multiplier role in the process of completing tasks. In this practice, the problem-solving skills in social work are fully utilized.

1, communication skills

When introducing products to consumers, it is a kind of information transmission, which happens when market researchers transmit information to customers. In the process of work, we communicate with customers all the time, which requires familiarity with communication skills.

(1) The speaking speed is determined according to the age of the customer, the speaking speed of the customer and the reaction speed of the customer.

The tone of voice, the age of consumers, the quiet or noisy environment and the attitude of customers are all decisive.

⑶ Eye contact When the customer knows something about the product, the degree of understanding will be revealed through the eyes to a certain extent. Therefore, it is very important to capture customers' eyes in time and accurately.

(4) When there is doubt about physical communication, customers will hug their shoulders and frown, and of course there will be different movements, which requires us to find these with a keen perspective.

In addition, the choice of language is also very important. First of all, we should use easy-to-understand phrases to convey information, and enhance consumers' trust as soon as possible through these languages, so as to get timely information feedback. Secondly, effectively receive information, correctly understand the information obtained and its connotation, and make timely and accurate answers to the content that customers are dissatisfied with.

2. Relationship building skills

Market investigators should establish relationships with consumers through certain methods and strategies, and then work smoothly. If market researchers can't start a chapter with consumers, they can't work smoothly, but responding to each other sincerely and frankly and respecting customers are the lubricants of their work. In this process, we must first pay attention to the customer image instrument. Market research on high-tech products is certainly unacceptable to the middle and lower classes. And image, behavior, speech, and spit all determine these. Secondly, it depends on appearance. If customers are laid-back and crazy, they are good clients. If customers are in a hurry, they will definitely ignore it, then the market research work will only hit a wall.

3, observation skills

Market investigators should be able to observe and judge all aspects of customers sensitively and carefully, so as to adapt to the role more quickly and enter the market research process, which also provides a convenient channel for market research.

Step 4 assess skills

I feel that this process is a process of introspection, and the process of growing up is in a hurry. If I don't record it in time, the rest of the time will only be fragmented memories, so after every interaction, I am thinking about my gains and losses. I feel that this is a process of seeking growth experience from growth.

A leaf belongs to a season. Young people have a good time. We are young and frivolous, and we will experience the baptism of wind and rain. We will walk out of the ivory tower, but the school is not really an eternal school. There is only one real school, and that is society. Social practice guides our students to go out of school, go to society, get in touch with society and understand society. Tired and sweaty, but we grew up.

Of course, social knowledge is not exactly the same as professional knowledge, but mastery is the real skill. Perhaps social work is not the best and most useful major, but now that you have chosen it, you will only care about hardships and difficulties. There can be no master key in life, and success will only accumulate and precipitate bit by bit. ...

Three. Brief introduction of Jinliufu wine

1, Jinliufu Liquor: Wuliangye Winery series brand, "Gold" stands for power, wealth and status; "six" is the great harmony of six-six; "Fu" means many blessings. The five-star Jinliufu has a novel design. "Open the door to see happiness" when unpacking, and "reveal happiness" when taking wine. The wine bottle is like an ancient purse, which symbolizes auspiciousness and makes people feel happy everywhere. Liu Fu wine combines China's traditional national characteristics and exquisite brewing technology. Using the same technology and raw materials as Wuliangye liquor, it has a unique style of long aroma, mellow taste, sweet entrance, cool throat and full and harmonious wine body.

Jinliufu Liquor Sales Co., Ltd. was born in 1996. Since its establishment, it has developed into the best liquor professional sales enterprise in China by virtue of advanced marketing model and Wuliangye Group, the leading liquor industry in China. After ten years of painstaking efforts, Jinliufu Liquor Industry now has a professional sales team with excellent quality consisting of more than 65,438+000 senior management talents, more than 2,000 sales elites and more than 5,000 promoters.

On the sales network, Jinliufu Liquor has 19 sales areas, more than 2,000 first-class agents,10,000 key second-class dealers, nearly 5,000 large and medium-sized stores, more than 8,000 hotels,150,000 retail outlets, and the network covers 3/kloc-0 except Taiwan Province Province, China.

At present, the annual sales scale of Jinliufu liquor industry exceeds 3 billion yuan, and it continues to maintain a strong growth of double digits. The single-brand sales volume of Jinliufu series products distributed by Jinliufu ranks first in the country, ranking the top three in the country, and the brand value of Jinliufu reaches 40.438+0 billion.

Start with self-confidence and stick to it at last. In just ten years, Jinliufu wine industry has quickly stepped out of a road of development from acting as a brand, creating a brand to owning a brand.

1998, the first bottle of Jinliufu wine rolled off the production line of Wuliangye. In the past eight years, Jinliufu wine has always adhered to the positioning of "Fu culture" and is favored by consumers for its excellent wine quality and novel packaging.

Jinliufu Liquor, with the auspicious image of "Fu", actively participates in various social activities, and is known as "Fu Liquor for the People of China": it won the honor of being the only wine for the celebration of China sports delegation and national football team in the 28th Olympic Games. Since 2004, Jin has spread a series of themes-"Mid-Autumn Festival Reunion? Jinliufu wine ","Going home during the Spring Festival? Jinliufu wine ","I have a happy event? Jinliufu wine has gradually become an indispensable new folk custom in China people's holiday consumption. Jinliufu wine is favored by consumers for its excellent wine quality, novel packaging and profound cultural heritage. It sells well at home and abroad and is known as "China"

With its excellent wine quality, novel packaging and profound cultural heritage, Fujiu wine is deeply favored by consumers and sold well at home and abroad, and is known as "China people's Fujiu wine". Since 1999, "China people's blessing wine" has been ranked first in Wuliangye liquor brand for six consecutive years. Appraised by the authoritative national assets appraisal agency, the brand value of "Jinliufu" has reached 365,438+39 million yuan in 2004. Although it has grown into a leader in this highly competitive industry, Jinliufu enterprises with an eye to the future are never satisfied with their existing achievements. The company is newly involved in the field of wine and health care wine, and has built a development platform integrating Jinliufu wine, Wuliangye vintage wine, Xiao Kai, Shaoyang, Linshui and incomparable ancient series health care wine. In the future, Jinliufu enterprises will continue to ride the wind and waves in the "sea" of China wine industry.

2. Product classification

Jinliufu series wine mainly sells star series, Fuxing Zhao Gao series, Fuxing series, VIP special supply series, classic series and gift box series.

The wine quality of Jinliufu (fragrant, mellow, strong, sweet, soft and clean) is organically integrated with the six blessings that people yearn for (longevity, wealth, health, morality, harmony and filial piety), and its flavor is excellent, showing the core standards of a perfect life. It should be a good choice for people to celebrate and entertain in the new century.

chapter two

Report Title: Social Work Professional Skills and Market Survey Report

Survey locations: Dongsheng District, Kangbashi New District, Ejinhoro Banner and Zhungeer Banner.

Survey method: street interview.

Investigation time: August 20 10.

Number of samples: 400

Defendant: citizen

Investigation organization: Ordos Zhongwei Trading Co., Ltd.

Report source: summer internship of Ordos Zhongwei Trading Co., Ltd.

Report content: Market survey and sales strategy analysis of Jinliufu wine in Dongsheng District.

The first part is the collection and analysis of market information.

I. Market environment

The economic scale of Dongsheng District is expanding strongly. Since the Tenth Five-Year Plan, the services such as transportation, culture and entertainment, hotels and restaurants in Dongsheng District have developed rapidly, and the role of the tertiary industry in pulling the overall economy has been significantly enhanced. The tertiary industry has leapt to the leading position of the national economy, and the economic structure has undergone fundamental changes. The level of traditional service industry has improved, the scale of modern service industry has expanded, and the emerging service industry has developed rapidly. In 2005, the added value of the tertiary industry accounted for 60% of the national economy and contributed more than 70% to the finance, showing a strong development momentum and becoming the leading factor of the national economy. The proportion of tertiary industry has been adjusted from "two, three and one" to "three, two and one", and the economic structure has achieved a qualitative leap. The income of urban and rural residents continued to grow. In 2006, the per capita disposable income of urban residents and the per capita income of farmers and herdsmen reached 1 yuan and 5430 yuan respectively. The consumption structure of urban and rural residents has been upgraded in an all-round way, and people's lives are moving towards a well-off society.

It is precisely because the people in Dongsheng District are getting richer and richer that the consumption level has also been greatly improved. According to our investigation, among the 400 people in Dongsheng District we investigated, the proportion of drinking at different ages was 82%. Therefore, the market potential of Dongsheng is very huge. Dongsheng has various brands and prices of wine. 59% of the local people like the fragrant Hetaowang, 19% prefer to drink Xinghua Village Fenjiu, and 10% are other local wines or foreign brands. According to the investigation and analysis, Dongsheng people are not very willing to accept Jinliufu, and they all prefer Hetaowang wine industry. It can be seen that Jinliufu wine has not been opened in Dongsheng market. As long as Jinliufu wine is promoted, more Dongsheng people will get in touch with Jinliufu, understand Jinliufu and even like Jinliufu, so the market potential of Jinliufu wine in Dongsheng is infinitely broad.

Second, the competitive situation

Dongsheng, as a liquor production and consumption area, has a huge market capacity, which makes liquor manufacturers flock to it. Due to the differences in the economic level of counties in Dongsheng District, the consumption concept is not the same, and the intensity of competition in different places is not the same. The following is an analysis of the competition in representative regions:

1, for example, in Kangbashi New District, people are generally richer and drink Fang Shuijing at a high price. On average, each bottle of wine is about RMB in 800 yuan. Fang Shuijing wine is elegant, mellow and elegant, which is highly praised by liquor experts and favored by many people who know how to taste wine. Beauty lies in form, but also in God. Liquor is not only material, but also spiritual. If we only consider its absolute value from the material level, it is not appropriate to discuss liquor without spiritual value, especially high-grade liquor. Consumers drink high-grade liquor, on the one hand, to meet material needs, which belongs to material enjoyment, and more to meet spiritual needs, which belongs to spiritual enjoyment, so the price of liquor depends partly on the absolute value of its quality and partly on its brand added value. Fang Shuijing can become a model of high-grade liquor in China, and it is unique among many high-grade liquors, not only because of its excellent and unparalleled "color, aroma, taste and style", but also because of the elegant culture and taste contained in Fang Shuijing liquor and the high value-added services provided to consumers with the help of this brand. It is a noble status for everyone to drink.

2. Dongsheng people drink Wuliangye, which is rich in flavor, mellow and sweet and has a long aftertaste. It is named after brewing high-quality glutinous rice, rice, sorghum, wheat and corn. It is brewed by Yibin Distillery with the unique technology and long-standing traditional technology of "five-grain formula, wheat koji making, artificial cellar storage, two-wheel low-temperature fermentation, wine picking according to quality, altar building according to quality, graded storage and careful blending", which is not only well-known at home, but also exported abroad.

3. The standard-bearer is drinking Xinghua Village, which has a long aftertaste after drinking, and the wine is rich and non-irritating, which makes people feel happy. Fenjiu has enjoyed a high reputation for thousands of years, which is inseparable from the purity and exquisite craftsmanship of water. Where famous wines are produced, there must be good springs. Xinghua Village has inexhaustible high-quality spring water, which gives Fenjiu endless vitality. There are also a large number of local middle and lower classes who drink Ordos liquor. Ordos Fen-flavor liquor is a model of Fen-flavor liquor in Inner Mongolia.

Third, consumer analysis.

(1) Drinking habits

1, the most common beverage brand

The survey found that most respondents usually drink the most popular liquor brand in local restaurants, usually Hetaowang, with different specifications and grades, ranging from tens to hundreds of yuan. Most consumers choose different varieties of the same brand according to different occasions.

For example, kangbashi people drink Fang Shuijing, Dongsheng people drink Wuliangye, quasi-flag people drink Xinghua Village, and a large number of local middle and lower class people drink Erdos wine.

2. Good wine in consumers' minds

Respondents' description of good wine:

The taste is fragrant, soft and mellow.

The taste of wine should not be too choking, and the fragrance should not be too strong. You don't like it.

Don't be too straightforward, don't get carried away after drinking, that is, don't have a crooked taste and don't get drunk easily.

There are anti-counterfeiting measures that others can't emulate. Try to ensure that consumers can buy real wine and not be cheated into buying fake wine.

Brand-name wines are mostly high-alcohol wines, but they should not be drunk in excess or in public places.

Dongsheng people prefer to drink fen-flavor liquor, and the wine they often drink is suitable for their own taste, which is good wine. For well-known brands such as Maotai and LU ZHOU LAO JIAO CO.,LTD, they think it is good wine, but it has a grain flavor, which is hard for them to accept. Some people say that when they smell it, they lose their desire to drink and even want to vomit.

3. Consumers' preference and evaluation of liquor degree.

Most of Dongsheng's liquor consumers prefer medium-low alcohol liquor, and the survey found that liquor between 38 and 42 is the most popular. Liquor consumers drink different degrees of liquor on different occasions. The average interviewee usually drinks more liquor at home than at home, but the consumption is much lower each time. Senior age respondents have a good impression on high-alcohol from the perspective of tasting and health preservation. The difference of drinking different degrees of liquor.

If you don't let others drink in social occasions when you eat out, you will feel guilty. This is also the habit and etiquette of Dongsheng people, but if you want others to drink more, you should drink more yourself first. Usually, you need a large glass of wine. At this time, if you drink too much, no one can stand it, so you should drink more moderate and low alcohol in social occasions.

Real good wine is of high quality. This wine tastes really good. It will be memorable after drinking. It's not a very formal occasion. You or your old friends should drink a little properly. It's delicious and enjoyable.

Some people like to drink alcohol, but if it is not low enough, they choose to drink hard liquor.

At a certain age (over 40 years old), drinking a little wine is good for your health, one or two cups a day. Soaking some drugs with high-alcohol liquor can keep health, and bulk liquor is the main method to soak medicinal liquor.

4. Liquor consumption psychology

(1) Topics consumers talk about before drinking:

Nowadays, drinking (including liquor and beer) and smoking are all stages. What happened a few years ago? What do you do now? Drink and follow the trend.

So-and-so wine is too fake to drink now.

The anti-counterfeiting packaging of so-and-so wine is good, so it is difficult for others to fake it. It is safe to drink.

(2) Topics consumers talk about when drinking:

In Dongsheng, there are many wine regulations. Usually sit on the wine table and have three glasses of wine when you meet. Some will make a fortune in four seasons, and the Eight Immortals will cross the sea.

There are people with status on the wine table. Just say yes after a drink, and everyone can taste it. Word-of-mouth communication is very effective and will spread soon.

When entertaining foreigners, we usually use local wine, which tastes good and embodies characteristics.

(2) Buying habits

1, place of purchase

According to different situations, respondents bought liquor in different places:

Cities generally buy liquor in supermarkets or well-known hotels, on the one hand, the price is reasonable, on the other hand, the product is fidelity; Villages and towns or rural areas usually buy their own drinks in nearby shops. They are old customers, and he dare not buy fake wine to cheat us.

If you want to treat people or have activities during the Spring Festival, it is cheaper to buy them in the wholesale market or the wholesale department of the manufacturer.

It is more convenient and reassuring to buy in supermarket chains. In addition, there are many wines that just know the brand and don't know the price. Just look around in the supermarket.

In general, hotels are not allowed to bring their own drinks. Most of the time, hotel promoters recommend any drinks they want. In hotels, most of them are because of public funds or asking for help, regardless of value, the key is to be decent.

2. Brands and prices of liquors for different purposes.

(1) Drink by yourself

Young people drink white wine, the price is between 50~ 100 yuan, which is related to the consumption level of Dongsheng. Middle-aged and elderly people often drink a lot of liquor at home. Generally, they buy a slightly lower-grade variety and a slightly higher-grade variety, and the prices are mostly below 80 yuan. People often buy Fenjiu in Xinghua Village.

(2) At a dinner party or banquet.

When entertaining ordinary guests, it's ok to have a local brand and the price is appropriate. Twenty or thirty dollars, I will definitely use it.

When friends get together for dinner, they usually drink brands that are more in line with everyone's tastes or often drink, most of which are 70 to 80 yuan.

When you have an important guest or ask for help, it is usually fashionable and decent enough according to the size of the matter or the preferences of the host and guest, so that things may go smoothly.

(3) When giving gifts

According to different situations, the brand you send is usually One Happy and Fifty Yuan or 60 yuan (two bottles) for relatives and friends. If someone wants it, you can also send a bottle of several hundred yuan, which should be of good grade.

Pay attention to the brand when delivering wine. Generally, it is necessary to send famous wines and loud advertisements. People who drink have a good idea of the price of wine, and you can estimate the price by looking at what wine you send.

The packaging of wine should look better. Some wines have special gift packages, two bottles and four bottles, which are convenient for giving gifts.

Third, the choice of new products entering the market.

1, high-grade entry means that products enter the market with high quality, high price and high grade, so as to establish the image of high-grade products. In the initial stage of the selection of sales channels, the strategy of "reluctant to sell" should be adopted appropriately, and the noodles should not be spread too wide. First of all, we should choose some shops with high taste and grade to sell, giving people the impression that things are rare. The price of the product can not be lower than that of similar homogeneous products, but slightly higher, reflecting the identity of high-grade products. The strategy of high-level entry is mainly to attract target market groups with high consumption level, and also to improve the sales profit of unit products in order to obtain better economic benefits. Of course, there are two basic prerequisites for adopting high-level strategy: first, the product quality must be high-quality and reliable, and it is in a leading position among similar products; Second, there are indeed high-level consumer groups of a certain scale.

2. According to the different ways of publicity and promotion when products enter the market, the gradual strategy means that when products enter the market, they don't carry out publicity with great fanfare, but on the basis of high-quality products, they promote and publicize through multiple channels and extensive penetration at the sales site, so that consumers can gradually increase their understanding of products and help them spread further under the condition of direct contact with products and salesmen. In advertising, we don't want to be strong, but we want to be persistent and thorough.

3. According to the different direct promotion objects when the product enters the market, the pull type can be adopted. When products enter the market, they may go through many intermediate links, such as origin wholesalers, grassroots wholesalers, retailers and so on, and finally reach consumers. Therefore, there is a problem of which link and level are the main promotion targets when an enterprise introduces products into the market.