天福集团营销策略研究

发布时间：2018-02-26 20:28

本文关键词： 天福茶经营创新　出处：《福建农林大学》2014年硕士论文　论文类型：学位论文

【摘要】：面对世界的多元化发展,茶企业应如何更好地发挥自身优势是众多茶企面临的重要问题。本文试以天福集团为例,呈现其发展历程的同时剖析出天福的市场营销策略,为我国茶产业的可持续发展提供参考借鉴。从市场营销环境的宏观环境跟微观环境出发,首先,分析天福集团创建的宏观环境即国际及国内茶产业大形势的背景,分析1993年至2013年期间我国茶叶产业的的迅猛发展给天福带来的契机；此外,将天福集团的发展按其成长过程划分为四个阶段,突出每个阶段的发展主题与发展重点,阐述天福集团这二十年从探索到成型、从扩张到繁荣的发展历程。其次,针对天福集团的繁荣发展分析天福为顺应市场发展的需要,主要从天福的企业文化建设、营销服务创新、产品多元创新、连锁经营管理创新等方面剖析了天福集团的经营策略及销售手段,通过加强产品及员工的管理塑造企业文化形象；通过完善自身企业产业链拓宽企业发展方向；通过体验营销、立体营销等途径创新茶叶营销方式；采用现代化的管理模式对天福的直营门店进行管理进而提高企业的管理力度及管理时效；天福用心致力于产品创新、通路创新及组织创新,融合了国内外先进的经营管理方式,在确保产品质量的基础上加强产品研发、在提高销售服务质量的同时积极拓展海外市场,开创连锁通路更高的经营效率与价值。最后,结合茶企的发展现状提出现代茶企应通过增强品牌意识的培养、塑造企业的核心竞争力、加强产品创新力度、整合社会信息资源等途径加强企业建设,从而真正引领社会群体的消费潮流,将中国茶、中国茶文化有机、有效地结合,在站稳中国销售市场的同时将企业品牌推上国际舞台并占有一席之地。
[Abstract]:In the face of the diversified development of the world, it is an important problem for many tea enterprises to give full play to their own advantages. This paper takes Tianfu Group as an example, presents its development course and analyzes the marketing strategy of Tianfu. To provide reference for the sustainable development of tea industry in China. Starting from the macro and micro environment of the marketing environment, first of all, the background of the macroscopical environment established by Tianfu Group, that is, the international and domestic tea industry situation, is analyzed. This paper analyzes the opportunity that the rapid development of Chinese tea industry brought to Tianfu from 1993 to 2013, in addition, it divides the development of Tianfu Group into four stages according to its growing process, highlighting the development theme and key points of each stage. This paper expounds the development course of Tianfu Group from exploration to forming, from expansion to prosperity. Secondly, according to the prosperity and development of Tianfu Group, Tianfu, in order to meet the needs of market development, mainly from Tianfu's corporate culture construction, marketing service innovation, product diversification innovation, Chain management innovation and other aspects of Tianfu Group's business strategy and sales means, through strengthening the management of products and employees to shape the corporate culture image, through the improvement of their own enterprise industry chain to broaden the direction of enterprise development, through experience marketing, Three-dimensional marketing means to innovate tea marketing; the use of modern management mode to manage Tianfu stores to improve the management of enterprises and time-effective management; Tianfu dedicated to product innovation, channel innovation and organizational innovation, Tianfu focus on product innovation, channel innovation and organizational innovation, Tianfu focus on product innovation, channel innovation and organizational innovation. It combines advanced management methods at home and abroad, strengthens product research and development on the basis of ensuring product quality, actively expands overseas markets while improving the quality of sales and service, and creates higher management efficiency and value of chain channels. Finally, according to the present development situation of tea enterprises, it is proposed that modern tea enterprises should strengthen the construction of enterprises through the cultivation of brand awareness, the shaping of core competitiveness of enterprises, the strengthening of product innovation and the integration of social information resources, etc. In order to really lead the consumption trend of social groups, Chinese tea, Chinese tea culture organic, effective combination, in the Chinese sales market at the same time to promote the enterprise brand on the international stage and occupy a place.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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