CW电子商务有限公司灵芝茶产品市场营销策略研究

发布时间：2018-04-04 03:00

本文选题：灵芝茶产品　切入点：营销策略　出处：《吉林大学》2017年硕士论文

【摘要】：近年来,随着消费者对灵芝药用价值的深入了解,我国灵芝产业快速发展。特别是灵芝茶产品的高额利润吸引了越来越多的企业投资,导致灵芝茶产品市场竞争越来越激烈,随之带来了市场混乱现象,截至到2016年年末,灵芝茶产品市场混乱现象令很多人担忧,尤其是灵芝茶产品的诚信问题,是消费者最关心的问题之一。处在这种混乱的市场大环境下,企业要想在激烈的市场竞争中占有一席之地,必须要在消费者心中树立良好的企业形象,良好的品牌,良好的质量信誉。对企业来讲,要制定符合时代发展的营销策略,包括产品设计策略、价格制定策略、渠道选择策略、促销策略等,跟上社会的发展,满足社会的需求,做到让消费者满意、放心。基于目前的社会经济发展状况、灵芝茶产品的市场现状及竞争情况,研究主要采用文献研究方法、调查法、数据统计分析法对灵芝茶产品市场营销环境及策略进行分析研究,为CW电子商务有限公司灵芝茶产品的市场营销提供新的思路。通过市场营销相关理论的研究和我国灵芝茶产品的市场营销环境及存在的问题,对CW电子商务有限公司灵芝茶产品的营销环境、现状及竞争者进行分析,以及通过市场营销的SWOT分析方法分析,找出CW电子商务有限公司灵芝茶产品市场营销存在的问题,并对存在的问题进行详细深入的分析研究,通过对市场营销中的消费者问卷调查,并对相关数据进行详细的统计分析,找出了影响市场营销的相关因素,并对这些影响因素进行分析和利用,以及市场定位及目标市场的选择分析,确定出具体的市场消费群体和消费方式,通过以上的市场营销相关理论的研究及市场调研的分析研究对CW电子商务有限公司灵芝茶产品研发、价格确定、销售方式、及促销手段等形成全新的市场营销方案。以CW电子商务有限公司灵芝茶产品为例,在市场营销策略的探讨过程中,运用市场营销理论进行分析,根据公司的实际情况,制定符合公司灵芝茶产品发展的市场营销策略,通过对我国灵芝茶产品营销环境分析及灵芝茶产品的行业分析、我国保健品营销环境及现状的深入分析,得出未来几年我国灵芝茶产品市场前景广阔,同时也发现了我国目前灵芝茶产品市场存在一系列问题,这些问题令消费者担忧,通过以上的分析研究为解决这些问题提供了一些思路,也为CW电子商务有限公司灵芝茶产品的市场发展提供新的营销方案。
[Abstract]:In recent years, China's Ganoderma lucidum industry has developed rapidly with the consumers' in-depth understanding of the medicinal value of Ganoderma lucidum.In particular, the high profits of Ganoderma lucidum tea products attract more and more enterprise investment, resulting in more and more fierce competition in the market of Ganoderma lucidum tea products, which has brought about market chaos. By the end of 2016,Ganoderma lucidum tea market chaos has caused many people to worry, especially the integrity of Ganoderma lucidum tea products, is one of the biggest concerns of consumers.In this chaotic market environment, if an enterprise wants to have a place in the fierce market competition, it must set up a good enterprise image, good brand and good quality reputation in the consumer's heart.For enterprises, they should formulate marketing strategies that are in line with the development of the times, including product design strategies, price formulation strategies, channel selection strategies, promotion strategies, etc., to keep up with the development of society, to meet the needs of society, and to make consumers satisfied.Rest assured.Based on the current situation of social and economic development, the market situation and competition of Ganoderma lucidum tea products, the research mainly adopts literature research method, investigation method and data statistical analysis method to analyze and study the marketing environment and strategy of Ganoderma lucidum tea products.It provides new ideas for marketing of Ganoderma lucidum tea products in CW Electronic Commerce Co., Ltd.Based on the research of marketing theory and the marketing environment and existing problems of Ganoderma lucidum tea products in China, this paper analyzes the marketing environment, current situation and competitors of Ganoderma lucidum tea products in CW Electronic Commerce Co., Ltd.And through the analysis of SWOT analysis method of marketing, we find out the problems existing in the marketing of Ganoderma lucidum tea products in CW Electronic Commerce Co., Ltd., and make a detailed and in-depth analysis and study on the existing problems.Through the questionnaire survey of the consumers in marketing and the detailed statistical analysis of the relevant data, we find out the relevant factors that affect the marketing, and analyze and utilize these influencing factors.As well as market positioning and target market selection analysis, to determine the specific market consumer groups and consumption patterns,Through the above research of marketing theory and market research and analysis of CW Electronic Commerce Co., Ltd. Ganoderma lucidum tea product research and development, price determination, sales methods, and marketing means to form a new marketing plan.Taking the Ganoderma lucidum tea products of CW Electronic Commerce Co., Ltd as an example, in the process of discussing marketing strategy, using the marketing theory to carry on the analysis, according to the actual situation of the company, making the marketing strategy according to the company's Ganoderma lucidum tea product development.Through the analysis of the marketing environment of Ganoderma lucidum tea products and the industry analysis of Ganoderma lucidum tea products in China, and the in-depth analysis of the marketing environment and present situation of health products in China, it is concluded that the market prospect of Ganoderma lucidum tea products in China in the next few yearsAt the same time, we have also found that there are a series of problems in the Ganoderma lucidum tea market in our country at present. These problems have made consumers worry. Through the above analysis and research, we have provided some ideas for solving these problems.Also for CW Electronic Commerce Co., Ltd. Ganoderma tea product market development to provide a new marketing plan.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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