老茶营销新模式—茶窖投资创业计划书
发布时间：2018-11-24 16:07
【摘要】：近年来，养生保健得观念日趋深入人心，所以白茶等可以贮藏得老茶因为其特有的保健价值和收藏价值而越来越受到消费者的青睐。随着白茶被越来越多的消费者所了解并喜爱，白茶的价格在近年也出现大幅度上涨。就目前市场行情来看，白茶尚属小众产品，价格比较合理。如果能够抓住市场的机遇，有效的整合各种资源，投资以白茶为主的老茶会取得比较好的投资回报，但是如果想在茶市这个传统市场中脱颖而出又必须在营销上体现差异化，走一条别人没走过的新路。 本论文是一篇商业计划书，讨论如何把握这个商机，，以全新的营销方式来获得投资回报。本论文介绍了产品和营销理念，论述了准备运作的商业模式，从市场现状分析了行业及市场的发展趋势，从融资和投资回报率分析进行了未来收益的预估。以“存老茶，喝新茶”，“茶窖投资，理财新途径”等理念作为引导，设计了出全新体验式营销模式，目前该模式在本地（长春市）市场尚无先例。论文中也就可能出现的风险进行了分析，提出了六种最主要的潜在风险，并针对每一种风险做出了应对策略。 本文应用了SWOT分析，市场分析，定价策略，营销管理等管理学知识和相应的工具，在此基础上紧密联系市场实际，以具有较大市场潜力的产品—白茶，作为理论分析的落脚点，也以此为其他老茶产品的营销提供可借鉴的理论和和启发。
[Abstract]:In recent years, the concept of health care has become more and more popular, so white tea can be stored in old tea because of its unique health care value and collection value, which is more and more popular among consumers. As white tea is known and loved by more and more consumers, the price of white tea has risen sharply in recent years. In the current market, white tea is still a niche product, the price is more reasonable. If you can seize the opportunity of the market, effectively integrate all kinds of resources, and invest in the old tea with white tea as the main source, you will get a better return on investment. However, if you want to stand out in this traditional market of tea, you have to reflect the difference in marketing. Take a new road that no one else has ever walked. This paper is a business plan to discuss how to grasp this business opportunity and achieve return on investment in a new marketing way. This paper introduces the concept of product and marketing, discusses the business model of preparation operation, analyzes the development trend of the industry and market from the current market situation, and forecasts the future income from the analysis of the return on financing and investment. Guided by the concepts of "storing old tea, drinking new tea", "investing in tea cellar, new ways of managing financial affairs", a new experiential marketing model is designed. At present, there is no precedent for this model in the local (Changchun) market. In this paper, the possible risks are analyzed, six main potential risks are put forward, and corresponding strategies are made for each risk. This paper applies management knowledge and tools such as SWOT analysis, market analysis, pricing strategy, marketing management and so on. On the basis of this, the white tea, which has a great market potential, is closely linked to the market practice, as the foothold of theoretical analysis. Also for the marketing of other old tea products to provide reference theory and inspiration.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F274
本文编号：2354317
[Abstract]:In recent years, the concept of health care has become more and more popular, so white tea can be stored in old tea because of its unique health care value and collection value, which is more and more popular among consumers. As white tea is known and loved by more and more consumers, the price of white tea has risen sharply in recent years. In the current market, white tea is still a niche product, the price is more reasonable. If you can seize the opportunity of the market, effectively integrate all kinds of resources, and invest in the old tea with white tea as the main source, you will get a better return on investment. However, if you want to stand out in this traditional market of tea, you have to reflect the difference in marketing. Take a new road that no one else has ever walked. This paper is a business plan to discuss how to grasp this business opportunity and achieve return on investment in a new marketing way. This paper introduces the concept of product and marketing, discusses the business model of preparation operation, analyzes the development trend of the industry and market from the current market situation, and forecasts the future income from the analysis of the return on financing and investment. Guided by the concepts of "storing old tea, drinking new tea", "investing in tea cellar, new ways of managing financial affairs", a new experiential marketing model is designed. At present, there is no precedent for this model in the local (Changchun) market. In this paper, the possible risks are analyzed, six main potential risks are put forward, and corresponding strategies are made for each risk. This paper applies management knowledge and tools such as SWOT analysis, market analysis, pricing strategy, marketing management and so on. On the basis of this, the white tea, which has a great market potential, is closely linked to the market practice, as the foothold of theoretical analysis. Also for the marketing of other old tea products to provide reference theory and inspiration.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F274
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1 赵霄雄;老茶营销新模式—茶窖投资创业计划书[D];吉林大学;2014年
本文编号：2354317
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