夏商国际茶业批发交流中心营销策略研究

发布时间：2018-03-16 19:40

本文选题：夏商　切入点：茶业批发　出处：《华侨大学》2015年硕士论文　论文类型：学位论文

【摘要】：夏商国际茶业批发交流中心位于厦门中埔农副产品批发交流商圈,由厦门夏商农产品集团有限公司投资建设,定位为打造集茶叶、茶具、茶包装、茶机械、茶叶电子商务、茶文化传播与交流于一体的批发展示交易场所。夏商国际茶业批发交流中心突破传统茶叶批发市场格局,以大型购物中心(Mall)的形式经营茶产业,为客户带来全新的购物体验。夏商国际茶业批发交流中心既是茶叶经营的高级场所,又是茶文化宣传的主要平台,实现了茶产业的集中一站式购物,对降低交易成本、满足客户需求、加强信息交流、实现传统茶叶批发市场的转型升级等,都具有重要的现实意义。本文将以夏商国际茶业交流中心为例,对夏商国际茶业交流中心所处的内外部环境进行宏观和微观分析,从政治、经济、社会、技术等方面分析企业所处的宏观环境,运用波特五种竞争力模型分析企业的竞争环境、SWOT理论分析企业自身的优势和劣势,同时运用STP理论对市场进行定位分析,并通过4P营销组合理论的指导来制定企业的营销策略。在明确企业发展目标和思路的基础上,利用营销管理中的营销环境分析理论、STP市场定位理论、SWOT矩阵分析法、4P营销理论,分析企业面临的内外部营销环境,找出市场的优劣势,确定市场定位,并结合企业发展现状,从而提出企业的营销策略及相应的保障措施。既有利于夏商国际茶业交流中心的发展,也为国内相同市场环境和竞争状况的企业应对市场竞争、打造核心竞争力提供了参考,具有较强的借鉴意义。
[Abstract]:Xia Shang International Tea Wholesale Exchange Center is located in Xiamen Zhongpu Agricultural and sideline products Wholesale Exchange Center, invested and built by Xiamen Xia Shang Agricultural products Group Co., Ltd., located to build a collection of tea, tea sets, tea packaging, tea machinery, tea e-commerce, Tea culture dissemination and exchange in one wholesale display trading place. Xia Shang International Tea Wholesale Exchange Center broke through the traditional tea wholesale market pattern and operated the tea industry in the form of a large shopping mall. Xiaxhang International Tea Wholesale Exchange Center is not only an advanced place for tea management, but also a main platform for tea culture propaganda. It realizes the centralized one-stop shopping of tea industry and reduces transaction costs. It is of great practical significance to meet the needs of customers, strengthen information exchange and realize the transformation and upgrading of traditional tea wholesale market. This paper will take the Xiaxhang International Tea Exchange Center as an example. The internal and external environment of the Xia-Shang International Tea Exchange Center is analyzed macroscopically and microscopically. The macro environment of the enterprises is analyzed from the political, economic, social and technological aspects. This paper analyzes the competitive environment of enterprises by using Porter's five competitive models and analyzes the advantages and disadvantages of the enterprises themselves. At the same time, it uses the STP theory to analyze the market orientation. Under the guidance of 4P marketing combination theory, the marketing strategy of enterprises is formulated. On the basis of clear enterprise development goals and ideas, the STP marketing environment analysis theory and SWOT matrix analysis method are used to analyze the marketing strategy of enterprises. This paper analyzes the internal and external marketing environment faced by enterprises, finds out the advantages and disadvantages of the market, determines the market positioning, and combines with the current situation of enterprise development. Therefore, the marketing strategy and corresponding safeguard measures are put forward. It is not only beneficial to the development of Xiaxhang International Tea Exchange Center, but also provides a reference for domestic enterprises with the same market environment and competitive situation to deal with market competition and build core competitiveness. It has strong reference significance.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721

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