X茶叶有限公司营销策略研究

发布时间：2018-01-10 17:31

本文关键词：X茶叶有限公司营销策略研究　出处：《南昌大学》2015年硕士论文　论文类型：学位论文

【摘要】：近些年来,随着人们对健康养生的逐渐关注,茶叶作为一种传统的,有着环保性以及健康性的饮品也被人们所重视,同时茶叶行业的竞争也变得更加激烈,特别是一些小型的茶叶生产公司,在品牌化的经营管理中逐渐的被市场所淘汰。X茶叶公司作为小型茶叶生产公司中的一员,在激烈的市场竞争中也处于劣势的地位,其产品品牌识别度的不强、定价的过于混乱、销售渠道的狭窄以及促销力度的不够等等在一定程度上阻碍了公司的健康持续发展。因此在本文的研究中,主要以X茶叶公司为主要的研究对象,在对其内外部环境进行分析的基础上,提出了X茶叶公司在营销中存在的问题及问题产生的原因,进而提出了市场营销组合策略及营销实施对策,以期能够为X茶叶公司乃至我国的中小型茶叶公司的市场营销提供一定的理论借鉴。
[Abstract]:In recent years, as people pay more and more attention to health care, tea, as a traditional, environmentally friendly and healthy drink, has also been paid attention to, and the competition in the tea industry has become more intense. In particular, some small tea production companies, in the brand management gradually eliminated by the market. X tea companies as a small tea production company. In the fierce market competition is also in the inferior position, its product brand identification degree is not strong, the pricing is too chaotic. The narrow sales channels and the lack of promotion efforts to a certain extent hinder the healthy and sustainable development of the company. Therefore, in this study, the main research object is X Tea Company. On the basis of the analysis of its internal and external environment, this paper puts forward the problems and the causes of the problems in the marketing of X tea company, and then puts forward the marketing combination strategy and marketing implementation countermeasures. In order to provide a certain theoretical reference for X tea company and even small and medium tea companies in China.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F324;F274

【参考文献】