SS连锁休闲茶饮公司泉州市场开发策略研究

发布时间：2018-07-10 07:40

本文选题：连锁 + 休闲茶饮　；参考：《华侨大学》2017年硕士论文

【摘要】：街头现调饮料在我国发展迅速,并以加盟连锁形式迅速扩张市场。目前,市场上涌现了“CoCo茶饮”、“快乐柠檬”、“莓超疯”等多个现调饮料连锁品牌,同时,还有越来越多的品牌加入现调饮料市场竞争中。对休闲茶饮公司来说,目前的市场机遇和挑战并存。一方面具有较为广阔的消费市场,另一方面,整个行业的竞争十分激烈,给企业市场开拓带来极大挑战。面对激烈的市场竞争,休闲茶饮企业如何规划营销策略成为一个重要的课题。本文以市场开发策略理论、消费者购买决策理论、4Ps营销理论以及加盟连锁理论等为研究基础理论。综合运用PEST分析和SWOT分析方法,探索了公司的自身优势和劣势,分析了SS连锁休闲茶饮公司外部环境。以4Ps营销理论为基础,结合开发策略理论、消费者购买决策理论和加盟连锁理论制定了SS连锁休闲茶饮公司营销策略。本文认为SS连锁休闲茶饮公司可以将主要资源应用到产品、价格、渠道、促销等方面上。在产品方面,要充分利用总部的技术优势,大力度推陈出新,突出产品的特色和与竞争者的差异性,并且要严格把控产品质量,努力让公司成为市场的引导者。在价格方面,尽管通常情况下休闲茶饮的价格不高,消费者对产品价格的敏感度不高,但为了提升单店的利润,公司还需优化产品菜单设计,对产品价格尽可能优化。在渠道方面,要建立加盟评估体系,明确加盟店的选址、员工配置、投资规模等方面的要求,统一加盟店面的装修风格,统一员工培训内容,充分利用网络营销渠道。在促销方面,要注重公司产品的品牌建设,丰富公司产品的品牌内涵。多方位投入广告,提升公司产品的品牌知名度。丰富销售终端的营销方式。为确保预定的营销策略能得到有效落实,本文还提出了一系列的营销保障措施,如加强公司的内部管理、健全激励机制,拓展网络营销等。通过本文研究,希望可以给其它连锁休闲茶饮公司制定市场营销策略提供一种参考,总的来说,休闲茶饮公司应该从加大产品开发力度、拓展营销渠道、加大品牌推广、健全加盟网络和体系建设进行市场营销的保障。
[Abstract]:Street beverage is developing rapidly in our country, and to join the chain form of rapid expansion of the market. At present, there are many existing beverage chains, such as CoCo tea drink, happy lemon, berry super crazy and so on. At the same time, more and more brands join the market competition. For leisure tea companies, the current market opportunities and challenges coexist. On the one hand, there is a relatively broad consumer market, on the other hand, the competition of the whole industry is very fierce, which brings great challenges to the development of enterprise market. In the face of fierce market competition, how to plan marketing strategy for leisure tea drinking enterprises has become an important subject. In this paper, the market development strategy theory, the consumer purchase decision theory 4Ps marketing theory and the joining chain theory are the basic theories. By using pest analysis and SWOT analysis, this paper explores the advantages and disadvantages of the company, and analyzes the external environment of SS chain leisure tea drinking company. Based on the 4Ps marketing theory, combined with the development strategy theory, the consumer purchase decision theory and the joining chain theory, the SS chain leisure tea company marketing strategy was established. This paper holds that SS chain leisure tea drinking company can apply its main resources to products, prices, channels, sales promotion and so on. In terms of products, we should make full use of the technical advantages of headquarters, vigorously promote the old and new, highlight the characteristics of products and differences with competitors, and strictly control the quality of products, and strive to make the company become the market guide. In terms of price, although the price of casual tea is usually not high and consumers are not sensitive to the price of the product, in order to improve the profit of a single store, the company also needs to optimize the design of the product menu and optimize the price of the product as much as possible. In the aspect of channel, we should establish join evaluation system, define the location of franchise store, staff configuration, investment scale and so on, unify the decoration style of joining store, unify employee training content, make full use of network marketing channel. In the promotion aspect, should pay attention to the company product brand construction, enriches the company product brand connotation. Multi-directional advertising to enhance the brand awareness of the company's products. Enrich the marketing mode of sales terminal. In order to ensure that the scheduled marketing strategy can be implemented effectively, this paper also puts forward a series of marketing guarantee measures, such as strengthening the internal management of the company, perfecting the incentive mechanism, expanding the network marketing and so on. Through the study of this paper, I hope to provide a reference for other chain leisure tea drinking companies to formulate marketing strategies. In general, leisure tea drinking companies should increase the strength of product development, expand marketing channels, and increase brand promotion. Perfect join network and system construction to carry on the guarantee of marketing.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3

【参考文献】