随着近几年中国葡萄酒市场竞争激烈程度的加深,企业的营销成本也在逐渐上升。营销人员面对经过进一步细分的红酒市场,需要知道其的目标消费群体的“样子”,即“消费者轮廓”。本文对中国葡萄酒消费市场及为葡萄酒企业在产品开发与市场推广过程中应该思考的问题作了一些分析。 With the deepening competition in China’s wine market in recent years, the marketing costs of enterprises are also gradually rising. Marketers in the face of further breakdown of the wine market, you need to know the target consumer group’s “look”, that is, “consumer profile.” This article analyzes some of the issues that should be considered in the Chinese wine consumer market and in the process of product development and marketing for wine companies.