T茶叶有限公司产品营销研究

发布时间：2018-05-10 08:56

本文选题：茶叶 + 产品营销　；参考：《四川师范大学》2015年硕士论文

【摘要】：本论文以T茶叶有限公司作为研究对象,就其营销策略中的产品营销进行专项研究诊断,并结合市场及企业状况提出合理的改进建议。过去,T茶叶有限公司的业务主要集中于大宗毛茶销售。在近六年创业期间基本采取粗放式经营管理,缺少建设自我品牌与拓展零售茶产品市场。然而,随着政策扶持、市场需求、企业发展及战略部署调整的影响,T茶叶有限公司已开始着手进行一系列升级,包括零售市场开拓、品牌打造,产品创新体系建设,茶文化附加值建设及销售结构调整等。鉴于此,笔者认为有必要在这一历史性转折点进行专项性研究,以营销环节中最基本的产品营销作为出发点,通过研究明确公司当前存在的产品营销问题,从产品体系、产品创新、品牌建设和包装设计四个方面提出了符合市场需求和公司规划的改进措施。本文共分为五章:第一章绪论,概述本论文研究的背景、意义和主要内容等;第二章相关概念界定及理论基础,介绍本论文将应用到的相关理论;第三章T茶叶公司产品营销现状,展示目前产品营销实际运营情况;第四章T茶叶公司产品营销中存在的问题,结合市场发展趋势与公司战略发展规划,阐述和分析公司目前在产品营销过程中存在的一些关键问题;第五章T茶叶公司产品营销改进措施,针对上述产品营销中存在的问题提出对应的改进措施。在本论文整个撰写过程中,为使所涉及的数据资料和推理判断更具时效性和可操作性,将先后用到文献研究法、市场调查法、实验和经验总结法、营销科学分析法及对比研究法。综上所述,通过本文的专项性诊断研究,在一定程度上能为不限于T茶叶有限公司的企业提供智力指引,在挑战与机遇并存的时期为后续综合营销策划和运作管理带去有力参考。
[Abstract]:In this paper, T Tea Co., Ltd. is taken as the research object, the special research diagnosis of product marketing in its marketing strategy is carried out, and reasonable suggestions for improvement are put forward according to the situation of market and enterprise. In the past, the business of T Tea Co., Ltd. was mainly concentrated in the bulk of hair tea sales. During the last six years, extensive management was adopted, lacking of self-brand building and retail tea product market. However, with the influence of policy support, market demand, enterprise development and strategic deployment adjustment, the company has embarked on a series of upgrades, including retail market development, brand building, and product innovation system construction. Tea culture added-value construction and sales structure adjustment and so on. In view of this, the author thinks that it is necessary to carry out special research at this historic turning point, taking the most basic product marketing in the marketing link as the starting point, through studying and clarifying the current product marketing problems of the company, from the product system, Four aspects of product innovation, brand building and packaging design are proposed to meet the needs of the market and company planning measures. This paper is divided into five chapters: the first chapter is an introduction, which summarizes the background, significance and main contents of this paper, the second chapter, the definition of related concepts and theoretical basis, introduces the relevant theories that this paper will apply; The third chapter is the present situation of product marketing of T tea company, showing the actual operation of product marketing at present. Chapter IV, the problems existing in product marketing of T tea company, combined with the development trend of the market and the strategic development plan of the company, This paper expounds and analyzes some key problems existing in the process of product marketing of the company at present. Chapter V, the improvement measures of product marketing in T tea company, and the corresponding improvement measures are put forward in view of the problems existing in the marketing of the products mentioned above. In the whole writing process of this paper, in order to make the related data and reasoning and judgment more timely and operable, we will use the literature research method, the market research method, the experiment and the experience summary method successively. Marketing scientific analysis and comparative research method. To sum up, through the special diagnostic research in this paper, to a certain extent, it can provide intelligence guidance for enterprises that are not limited to T Tea Co., Ltd. In the period of both challenge and opportunity, it can bring reference to the following comprehensive marketing planning and operation management.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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