张裕

这座酒庄是与澳大利亚酿酒师兰斯·摩塞尔（LenzMoser）合作经营的，张裕公司在中国各地共建造了六座类似的城堡，希望能够吸引开始享受起西式度假模式的中国中产阶级人士前来，这座酒庄是其中最新的一座。

Run in partnership with the Austrian winemaker Lenz Moser , it is the latest of six castles that Changyu has built around China to draw middle-class Chinese who have begun to enjoy Western-style vacations .

烟台张裕葡萄酒公司营销策略研究

Research on Marketing Tactics of Changyu Group Co. , Ltd Yantai

而且，他们的业绩很出色：去年长城的营收增长了五分之一，尽管销量持平；而张裕的毛利率高达75%，比法国保乐力加集团（pernodricard）还高13个百分点。

And they are doing quite nicely , thanks : revenues at Great Wall rose a fifth last year despite flat volumes , while gross margins at Changyu of 75 per cent are 13 percentage points higher than at French drinks group Pernod Ricard .

张裕的国际化经营能力不足，人才缺乏。

Changyu is insufficient in international operating capability and lack of talents .

张裕公司是国内同行业第一家上市公司。

Zhang Yu Company is the first listed company of domestic same trade .

张裕集团葡萄酒配送路线优化研究

On Optimization of Wine Distribution Route for Changyu Group

张裕葡萄酒博物馆室内设计。

Interior design of Wine of Changyu Museum .

张裕取得了海外联合的初步成功，但海外市场把握能力与国外企业差距较大。

Changyu successful initially in overseas cooperation , but there is far behind overseas enterprises .

该市场由国内酿酒商主导，如烟台张裕、长城和王朝。

The market is dominated by domestic winemakers such as Yantai Changyu , great walland Dynasty .

价格优势正在被削弱，张裕是价格战的受害者。

The superior condition of price is weakening and Changyu is the victim of the price war .

百年老字号张裕不仅加快了全国市场的前进步伐，更是融入了一体化的浪潮之中。

Years old Zhang Yu only quickened the pace of the market , especially in the wave of the integration .

在此背景下，张裕公司如何开展国际营销，实施海外市场发展战略，成为必须解决的问题。

It becomes a serious problem under settlement for Changyu to expand international marketing and carry out developing strategy of overseas market .

张裕不仅重视品牌知名度的长期建设，而且试图通过各种手段稳固在重要市场的竞争优势。

Zhang Yu not only the brand value , and tries to build long-term through various means solid in important market competitive advantage .

本论文主要研究张裕公司近年来在烟台市场的销售渠道模式。

This text mainly emphases on the sale practice Changyu Company has adopted for the local market of Yantai in the past few years .

我选的酒包括3款怡园酒庄的葡萄酒，还有7款来自三个最大的葡萄酒商张裕、王朝和长城。

I included three Grace wines . The other seven were from the three largest Chinese wine producers , Changyu , Dynasty and Great Wall .

作为葡萄酒行业的百年企业，在中国葡萄酒行业占主导地位的烟台张裕葡萄酒酿酒有限公司，又将如何应对这世界上增长最快的葡萄酒消费市场？

, ltd , what method should be adopt to deal with the wine market which increase fastest in the grape wine consumption on this world ?

烟台张裕公司虽然具有强大的资金实力，强势品牌，覆盖面广的营销网络等优势；

Though a abundant company in Yantai has strong fund strength , surging brand , advantages , such as marketing network of wide coverage rate , etc ;

适合张裕的分销模式是终端直销+合作分销，既能充分利用社会资源，又能加强对终端的控制。

Should use such a distribution model that it not only can make full use of the social resources but also can strengthen the control the consumption end .

张裕摩塞尔十五世酒庄每年在英国、德国和荷兰售出约17万瓶葡萄酒，如今正在为一场大型扩张做准备。

And Changyu Moser XV , which now sells about 170000 bottles a year in Britain , Germany and the Netherlands , is gearing up for a big expansion .

在当前的葡萄酒行业中，以张裕葡萄酒为例，葡萄酒制作过程的技术已经非常成熟，但却在包装上不尽人意。

In the present grape wine industry , taking Changyu Grape Wine as an example , the manufacturing process technology of grape wine has become nice and mature however , the packaging is dissatisfactory .

最后结合烟台张裕葡萄酒旅游进行了具体分析，并对烟台葡萄酒旅游的形象设计、旅游线路和景区规划进行了讨论。

At last , taking wine tourism in Yantai Zhangyu as an example , discusses landscape visualization design , the tourism roads , spatial structure planning of wine tourism and how to realize these plans .

张裕葡萄酿酒公司和北极星钟表公司是烟台两个著名品牌，相同的发展环境、相同的政策环境、相同的地理位置，但是两个公司的品牌发展现状却相去甚远。

Changyu Winery and Polaris Timepieces are two famous local brands in Yantai . Given the same environment , policies and geographical locations , the development courses for these two brands apart widely from each other for opposite directions .

在1952年第一届国家评酒会上，八个中国酒品牌获奖：贵州茅台，山西汾酒，陕西西凤酒，泸州老窖，绍兴加饭酒，红玫瑰葡萄酒，味美思和张裕金奖白兰地。

On the 1 st National Wine Appraisal Conference of 1952 ， eight brands of famous Chinese wine were awarded a prize : Guizhou Maotai ， Shanxi Fenjiu ， Shaanxi Xifeng , Luzhou Laojiao ， Shaoxing Jiafan ， Red Rose Grape Wine , Weimeisi and Special Fine Brandy .

张裕公司是中国最老牌的国内葡萄酒生产商，也是目前占领中国葡萄酒市场的三巨头之一。公司斥资1亿多美元，打造了一座占地近14万平方英尺的迪士尼式“酒庄”，内有喷泉、塔楼，还有两套中世纪盔甲守卫大门。

Changyu Pioneer Wine , China 's oldest domestic wine producer - and one of the three giants that dominate the market - has spent over $ 100 million creating a Disneyesque , nearly 140000-square-foot " chateau , " complete with fountains , turrets and two suits of medieval armor guarding the gates .