DP茶叶公司2014年营销计划书

发布时间：2018-03-24 06:30

本文选题：营销分析　切入点：茶叶　出处：《华南理工大学》2014年硕士论文

【摘要】：广东省梅州市DP茶叶公司成立于1995年，主营业务为西岩山优质茶叶。公司成立以来，一度以高品质和精美包装取胜，，迅速赢得梅州市场。1999年公司已被评为广东省农业龙头企业。但近年来，随着竞争者的不断进入与争相模仿，茶叶市场上出现各类品牌混乱的情况。各种品牌参差不齐，市场不规范，进一步造成了DP品牌的市场认知度不高，公司发展步伐逐渐放缓。为了不断的提高品牌的知名度、提升公司形象、开拓新市场、扩大公司的销售网络，DP公司需要重新规划2014年度的营销战略。本文对DP公司2014年度的市场营销工作进行了全面的策划。本文在中国茶叶营销和品牌建设的背景下，对广东茶叶产业的环境进行现状分析，运用PEST工具解读了公司所处的宏观环境，对比分析了DP公司的竞争对手。进而运用SWOT工具分析公司自身的优势、劣势与外在环境的机会与威胁，在以上一系列分析的基础上根据广东茶叶市场的特点及消费者的消费行为特征，运用STP战略对DP公司的目标市场和产品进行了选择和定位。在进行内外部环境分析，确定了目标市场以后，运用4P营销组合策略，对公司的产品、价格、渠道及促销策略进行了详细的分析。确定了扩大DP品牌知名度，巩固梅州地区核心市场，稳步推进全省市场的总体思路。并根据组合营销策略分析制定了2014年度DP公司的营销具体的行动计划。最后，本文通过对资金的财务数据分析，估算出公司进入2014年度市场营销计划的成本与收益，同时进行必要的风险管理，为计划实施的有效实施做好了万全准备。
[Abstract]:Guangdong city of Meizhou province DP tea company was founded in 1995, the main business for the west mountain high quality tea. Since the founding of the company, once with high quality and exquisite packaging, quickly won the Meizhou market.1999 company has been rated as the leading agricultural enterprises in Guangdong province. But in recent years, along with the competitors continue to enter and imitate. All kinds of brand confusion of tea market. Various brands of uneven, the market is not standardized, resulting in further DP brand market awareness is not high, slowing the pace of the development of the company. In order to continuously improve brand awareness, enhance corporate image, develop new markets, expand the company's sales network, DP companies need to plan for the year 2014 the marketing strategy. The marketing work of DP in the year 2014 the company conducted a comprehensive planning.
In this paper, Chinese tea marketing and brand construction background, analyzes the current situation of Guangdong tea industry environment, the macro environment using the PEST tools of the company's interpretation, comparative analysis of the DP's competitors. And then use the SWOT tool to analyze the company's own strengths, weaknesses and external opportunities and threats, based on above a series of analysis on the characteristics of consumer behavior and consumer Guangdong tea market characteristics, using the STP strategy of DP company's target market and product selection and positioning.
In the analysis of internal and external environment, determining the target market, the use of 4P marketing combination strategy, the company's products, price, channel and promotion strategy are analyzed in detail. The DP to expand brand awareness, strengthen the core market in Meizhou area, and steadily push forward the general idea of the province's market and the development of the DP 2014. The annual marketing specific action plan based on the analysis of marketing strategy.
Finally, through the analysis of the financial data of the fund, we estimate the cost and profit of the company's entry into the 2014 year's marketing plan, and make the necessary risk management at the same time, making every effort to prepare for the effective implementation of the plan.

【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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