青岛万里江茶业有限公司营销策略研究

发布时间：2018-01-16 18:44

本文关键词：青岛万里江茶业有限公司营销策略研究　出处：《西安理工大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着国家继续加大对茶叶生产的扶持力度和采取这系列的绿色农业、旅游农业等政策,茶叶行业的生产得到了迅速发展。青岛万里江茶业有限公司作为一家集种植、科研、加工、销售及旅游服务于一体的大型现代化茶场,由于市场营销观念和营销策略存在问题,公司的发展遇到了瓶颈。论文在收集大量资料和探讨相关市场营销管理理论的基础上,首先对青岛万里江茶业有限公司的内部环境进行了分析,着重从公司组织结构、管理状况、资源状况、研究开发能力、产品结构和市场营销状况等方面进行了内部资源条件和营销管理现状分析,其次从人口环境、经济环境、技术环境、法律政治环境、自然环境、社会文化环境和经济全球化环境等企业宏观和茶叶产品行业市场、消费者行为、茶叶市场竞争者行为等微观环境对.万里江公司的外部环境进行了分析；接着,在此基础上,详细分析了公司面临的机遇和挑战及具有的优势、劣势；然后,进行了万里江茶业有限公司目标市场开发现状、营销产品策略现状、公司价格策略现状、公司促销策略现状、公司分销渠道策略现状的调查和现状分析,并在总结营销管理现状的前提下,指出公司市场营销存在的主要问题。再次,针对万里江公司市场营销现状和针对存在的主要问题,运用营销管理理论,从企业可持续发展的战略角度出发,进行了适合企业切实可行的营销方案改进设计,包括运用定性与定量结合的方法从市场供给和需求分析和目标消费群体分析出发进行了万里江公司目标市场选择和产品定位,设计了产品组合、包装、开发和品牌等营销产品策略；讨论了产品价格制定策略和管理策略,从人员、广告、公共关系、销售促进等方面为万里江公司制定了产品促销策略,并在最后从万里江公司渠道的建立与管理、长度选择、宽度选择、成员管理和终端营销力构建等方面完成了产品渠道策略设计。最后,论文提出了营销观念更新保证、营销组织革新保证、营销资金到位保证、人员素质提高保证、实施客户关系管理等方面相关改进方法、对策和实施建议。
[Abstract]:As the country continues to increase support for tea production and adopt this series of green agriculture, tourism agriculture and other policies. The production of tea industry has developed rapidly. Qingdao Wanlijiang Tea Industry Co., Ltd. is a large-scale modern tea house which integrates planting, scientific research, processing, sales and tourism services. Due to the marketing concept and marketing strategy problems, the development of the company encountered a bottleneck. On the basis of collecting a large amount of data and discussing the relevant marketing management theory, this paper first analyzes the internal environment of Qingdao Wanlijiang Tea Industry Co., Ltd., focusing on the organizational structure and management situation of the company. The internal resource condition and marketing management status are analyzed in the aspects of resource status, research and development ability, product structure and marketing situation. Secondly, the population environment, economic environment, technology environment, legal and political environment are analyzed. Natural environment, social and cultural environment and economic globalization environment and so on enterprise macroscopic and tea product industry market, consumer behavior. The external environment of Wanlijiang Company is analyzed in the microcosmic environment, such as the behavior of competitors in tea market. Then, on this basis, the paper analyzes the opportunities and challenges faced by the company in detail, as well as the strengths and weaknesses of the company. Then, carried on the Wanlijiang Tea Co., Ltd. target market development situation, marketing product strategy status quo, the company price strategy status quo, the company promotion strategy present situation, the company distribution channel strategy present situation investigation and the present situation analysis. And on the premise of summarizing the current situation of marketing management, this paper points out the main problems in the marketing of the company. Thirdly, aiming at the current marketing situation of Wanlijiang Company and the main problems, the author applies the theory of marketing management. From the strategic point of view of the sustainable development of the enterprise, the paper carries on the feasible marketing scheme improvement design suitable for the enterprise. Including the use of qualitative and quantitative methods from the market supply and demand analysis and target consumer group analysis of the target market selection and product positioning, design product combination, packaging. Develop and brand marketing product strategy; Discussed the product price formulation strategy and the management strategy, from the personnel, the advertisement, the public relations, the sales promotion and so on has formulated the product promotion strategy for the Wanlijiang company. Finally, the product channel strategy design is completed from the aspects of the establishment and management, length selection, width selection, member management and terminal marketing power construction of Wanlijiang Company. Finally, the paper puts forward some related improvement methods, such as the renewal of marketing concept, the innovation of marketing organization, the guarantee of marketing funds, the improvement of personnel quality, the implementation of customer relationship management and so on. Countermeasures and implementation suggestions.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.82

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