信山茶叶公司营销策略研究

发布时间：2018-03-16 16:54

本文选题：茶叶　切入点：营销环境　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国是产茶大国,但中国茶叶的出口量在世界并不是最大的,在出口上,中国茶叶不仅遭受贸易壁垒的冲击,同时也遭受印度,斯里兰卡,肯尼亚等国茶叶产品的冲击。中国茶叶虽历史悠久,茶文化底蕴浓厚但至今中国并没有知名的国际大型茶叶公司。由此可知,中国茶叶行业的发展明显存在着一定的问题。茶作为健康的饮品,需求量呈现上涨趋势。同时也受国家利好政策的影响,特别是“一带一路”发展战略的实施,无论是国外市场还是国内市场,中国茶叶的发展潜力巨大,茶叶公司的发展也备受关注。本文分析和研究了信山茶叶公司现状,结合公司和自身产品的特点,运用经典的市场营销理论和相关分析工具,缕清了信阳毛尖产品的目标市场和市场定位,给出了信山茶叶公司应该采取的营销组合策略,已及实施保障措施。本文共分七章:第一章对论文的选题背景和意义进行了论述,简单的阐明了论文主要研究的内容,研究路线和研究方法,对文中运用到的市场营销理论综述。第二章对信山茶叶公司现状的介绍,了解了信山茶叶公司的基本状况,分析了信山茶叶公司存在的问题。第三章营销环境分析,利用分析工具模型对信山茶叶公司面临宏观和微观的环境做分析。然后通过SWOT分析确定优劣机危。第四章目标市场细分和市场定位。通过所处市场细分及信山茶叶公司本身在竞争中的优势来确定目标市场,再进一步明确其在目标市场中的市场定位。第五章信山茶叶公司营销策略的进一步改善,提出了信山茶叶公司营销策略改进的方向。第六章营实施保障性措施,保障优化后的营销策略能够顺利被实施。第七章结论、展望。
[Abstract]:China is a big tea producer, but China's tea exports are not the largest in the world. In terms of exports, Chinese tea is not only affected by trade barriers, but also by India and Sri Lanka. The impact of tea products from Kenya and other countries. Although Chinese tea has a long history and a strong tea culture, so far there are no well-known international large tea companies in China. There are obvious problems in the development of the tea industry in China. As a healthy drink, the demand for tea is on the rise. At the same time, it is also affected by the favorable policies of the state, especially the implementation of the development strategy of "Belt and Road". Whether in foreign or domestic markets, the development potential of tea in China is huge, and the development of tea companies has attracted much attention. This paper analyzes and studies the current situation of Xinshan Tea Company, combining the characteristics of the company and its own products. By using the classical marketing theory and related analysis tools, this paper clarifies the target market and market positioning of Xinyang Maojian Tea's products, and gives the marketing combination strategy that Xinshan Tea Company should adopt. This paper is divided into seven chapters: the first chapter discusses the background and significance of the topic, and briefly expounds the main research content, research route and research methods. Chapter two introduces the present situation of Xinshan Tea Company, understands the basic situation of Xinshan Tea Company, and analyzes the problems existing in Xinshan Tea Company. This paper analyzes the macro and micro environment of Xinshan Tea Company by using the analytical tool model. Then, through SWOT analysis, it determines the advantages and disadvantages. 4th chapter target market segmentation and market positioning. Through the market segmentation and Xinshan tea market segment. Ye's own competitive advantage to determine the target market, Further clarify its market position in the target market. Further improve the marketing strategy of Xinshan Tea Company in 5th, and put forward the direction to improve the marketing strategy of Xinshan Tea Company. Ensure that the optimized marketing strategy can be successfully implemented. 7th chapter conclusions, prospects.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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