南岳云雾茶营销策略研究

发布时间：2018-01-17 02:36

本文关键词：南岳云雾茶营销策略研究　出处：《中南林业科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：南岳云雾茶作为中国五岳之中仅存的高山茶,有着悠久的历史传统与深厚的文化底蕴,其杰出的加工工艺造就了优异的品质,但未能真正地打开市场。近年来,随着茶消费成为一种潮流,茶的需求量大量增加,这成为南岳云雾茶千载难逢的一次发展机遇。所以对南岳云雾茶的市场发展环境与市场需求现状进行调查研究,并引入现代营销理念,探索适合南岳云雾茶的营销策略与手段具有很强的现实意义。本文在消费者行为理论与营销组合理论的基础上,首先对南岳云雾茶市场发展环境进行SWOT分析,详细阐述了其自身优势、劣势以及面临的机遇与威胁,其次对南岳云雾茶市场需求展开了分析以及阐述了南岳云雾茶现有的营销问题。最后,本文基于4P营销理论针对南岳云雾茶市场提出了产品策略、包装策略、价格策略、渠道策略和促销策略。论文的结构分为六章,第一章是绪论部分。首先介绍的是论文的选题背景,指出当前研究南岳云雾茶的目的与现实意义,其次阐述了与本文有关的国内外研究动态,并对其作出了简要评述,再次是本文的研究方法和技术路线图,技术路线图很清楚地展示了本文的研究思路,最后就是本文的创新之处；第二章主要是介绍市场营销的相关理论,包括消费者行为理论与营销组合理论；第三章对南岳云雾茶市场发展环境进行了SWOT分析,详细阐述了南岳云雾茶自身的优势、劣势以及面临的机遇与威胁,并作出了简要总结；第四章对南岳云雾茶市场需求展开了分析,阐述了南岳云雾茶消费者的需求特征；第五章介绍了南岳云雾茶的营销问题；第六章在前面五个部分的基础上,以4P理论为视角对如何促进南岳云雾茶营销的发展提出针对性的政策建议。最后是本文的结论,总结了本文的优势与不足。
[Abstract]:As the only mountain tea among the five mountains in China, Nanyue Yunwu Tea has a long historical tradition and profound cultural heritage. Its outstanding processing technology has created excellent quality, but it has not really opened up the market in recent years. As tea consumption becomes a trend, the demand for tea increases greatly. This becomes a rare development opportunity for Yunwu Tea in Nanyue. Therefore, the market development environment and market demand of Yunwu Tea in Nanyue are investigated and studied, and the modern marketing concept is introduced. It is of great practical significance to explore the marketing strategy and means suitable for Nanyue Yunwu Tea. Based on the theory of consumer behavior and the theory of marketing combination, this paper firstly analyzes the market development environment of Nanyue Yunwu Tea by SWOT, and elaborates its own strengths, weaknesses, opportunities and threats. Secondly, the paper analyzes the market demand of Nanyue Yunwu Tea and expounds the existing marketing problems of Yunwu Tea in Nanyue. Finally, based on the 4P marketing theory, this paper puts forward the product strategy and packaging strategy for the market of Yunwu Tea in Nanyue. Price strategy, channel strategy and promotion strategy. The structure of the thesis is divided into six chapters. The first chapter is the introduction. Firstly, it introduces the background of the thesis and points out the purpose and practical significance of the current study of Yunwu Tea in Nanyue. Secondly, it expounds the domestic and foreign research trends related to this paper, and makes a brief comment on it. Again, it is the research method and technology roadmap of this paper. The technology roadmap clearly shows the research ideas of this paper. The last is the innovation of this paper; The second chapter mainly introduces the relevant theories of marketing, including the theory of consumer behavior and the theory of marketing combination; The third chapter analyzes the market development environment of Yunwu Tea in Nanyue by SWOT, expounds the strengths, weaknesses, opportunities and threats faced by Yunwu Tea in detail, and makes a brief summary. Chapter 4th analyzes the market demand of Yunwu Tea in Nanyue and expounds the demand characteristics of Yunwu Tea consumers in Nanyue. Chapter 5th introduces the marketing problems of Nanyue Yunwu Tea; On the basis of the previous five parts, Chapter 6th puts forward some specific policy suggestions on how to promote the development of Yunwu Tea marketing in Nanyue from the perspective of 4p theory. Finally, the conclusion of this paper is given, and the advantages and disadvantages of this paper are summarized.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;F274

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