大哥大姐们，能帮我翻译一下文章吗？跪谢了！！
一千零一夜葡萄酒专卖店的成功之路
从经营者选择的产品组合来看可以分为两类，第一类为专有品牌或独有品牌专卖店；第二类为单一品种、多品牌专卖店。近年来，国内葡萄酒行业取得了“井喷”式的发展，伴随着这一过程在北京、上海、广州等发达城市出现了一种新型终端形式——葡萄酒专卖店，在国内葡萄酒公司中提出完整的专卖店经营思路的公司只有烟台华鲁(一千零一夜)一家。从专卖店地址选择、店内布置、产品组合、增值服务和宣传手法等五个步骤来介绍一千零一夜葡萄酒专卖店的成功运作过程中所运用到的营销策略。
第一步：一千零一夜葡萄酒专卖店店址选择
调查显示:葡萄酒消费动机40%为公款消费、22%为娱乐消费，33%是个人饮酒习惯。而从葡萄酒消费方式来看可以分为自我消费和礼品赠送。所以葡萄酒专卖店选址地点的销售辐射圈或者服务半径内要保证有充足的目标消费客流量，为了解决这一问题，可以采取“傍大款”的原则，以达到“集约效应”或在强势终断中开设“店中店”的方式。
第二步：专业化的店内布置
根据葡萄酒产品在装瓶后由于具有成长、成熟和衰老的特点，中小型店面成为一千零一夜葡萄酒专卖店专业性的一个良好选择。消费者在购买过程中的全部体验（包括“视觉”、“听觉”、“嗅觉”、“触觉”以及由此组成的消费者“整体购物体验”）将成为最终代理商能否赢得订单的关键。消费者购买的将是以葡萄酒为载体的整个文化产品。所以 “体验式营销”观念贯穿于整个一千零一夜葡萄酒专卖店的空间设计和装修布置过程中。
第三步：产品组合的量身设计
一千零一夜葡萄酒专卖店所提供的产品主要是国内外中高档葡萄酒产品，产品丰富 多品种为消费者提供多样化的选择并为消费者提供“个性化定制服务”。一千零一夜葡萄酒专卖店的产品加入个性化的色彩，以适应不同场合的消费需求。
第四步：为顾客提供增值服务
酒类消费辅助工具为一千零一夜葡萄酒专卖店提供另一利润来源，这部分产品不仅为消费者提供了一站式服务，其价格的不透明性，还可以为专卖店带来很多的额外销售收入。
第五步：宣传手法的巧妙应用
在终端以及葡萄酒产品的宣传方面，一千零一夜葡萄酒专卖店得到到了公司强有力的支持：1.在央视和地方台投入了大量的广告；2. 采取了口碑传播模式；3.举办“葡萄酒侍酒培训”、“葡萄酒俱乐部”以增强专卖店的渗透率和影响力；4.总公司派下来的市场销售人员对代理商的指导,针对代理商的实际情况指定一系列的营销策略；5.提供的卓越的售前、售中和售后服务。
From the operator's choice of the product composition can be divided into two categories, the first category for the unique proprietary brand or store brand; The second category of a single species, multi-brand stores. In recent years, the domestic wine industry has made "blowout" of the development, along with the process in Beijing, Shanghai, Guangzhou, and other developed cities in the form of a new terminal - wine shops in the domestic wine companies put forward a complete store The idea that only companies operating in Yantai Hua Lu (One Thousand and One Nights) family. Select the address from the store, store layout, product mix and value-added services and promotional measures in the five steps to introduce wine store One Thousand and One Nights to the successful operation of the process used in the marketing strategy.
The first step: One Thousand and One Nights wine store to choose Dianzhi
Survey: 40% of wine consumption motive for public consumption, and 22% for consumer entertainment, 33 percent of personal drinking habits. From the point of view of wine consumption can be divided into self-consumption and gifts. So wine store locations or sales of radiation circle with a radius of service to guarantee an adequate supply of the target consumer traffic, in order to solve this problem, "Bang Dakuan" principle in order to achieve "intensive effect" or in a strong final Off in the open "store shop".
The second step: professional layout of the shop
According to the products in the wine after bottling because of the growth, maturity and aging characteristics of small and medium-sized stores Thousand and One Nights to become professional wine store a good choice. Consumers in the process of buying the entire experience (including the "Vision" and "hearing" and "smell" and "touch" and the resulting composition of the consumer, "the overall shopping experience") will be the ultimate agents can win orders Key. Consumers will buy the wine based on the carrier's entire cultural products. Therefore, "experiential marketing" concept of One Thousand and One Nights throughout the wine store space in the design and layout of the decoration process.
Step three: tailor the product mix design
One Thousand and One Nights wine store the products at home and abroad mainly in high-end wine products, more species-rich products to provide consumers with choice and diversity to provide consumers with "customization services." One Thousand and One Nights Product accession to the wine store's personalized color, in order to meet consumer demand for different occasions.
Step four: to provide customers with value-added services
Alcohol consumption aids for the One Thousand and One Nights wine store to provide another source of profits, this part of the products not only provide consumers with a one-stop service, the price of non-transparent nature, can also store has brought a lot of extra sales.
Fifth step: promotion strategies, ingenious application
In the end, as well as the promotion of wine products, wine shops Thousand and One Nights to be the company's strong support for: 1. CCTV and local Taiwan has invested a lot of advertising; 2. Adopted a word-of-mouth mode; 3. Held "wine Sommelier training "," wine club "stores to enhance the penetration and influence; 4. Corporation to send the market down the sales agent for guidance, in view of the actual situation of agents assigned a series of marketing strategies; 5. To provide excellent pre-sales, sale and after-sales service.
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