凌丹茶叶店的营销战略和策略研究

发布时间：2018-03-18 10:35

本文选题：凌丹茶叶店　切入点：茶叶经营　出处：《上海交通大学》2008年硕士论文　论文类型：学位论文

【摘要】：本文源于上海市徐汇区凌丹茶叶店的实际经营,目的为了解决茶店的营销问题。凌丹茶叶店自开张以来,前来喝茶问座的客人不少,买茶叶的却不多;股东们预备筹建投资管理公司,以连锁扩张实现规模效应。公司需要设计一个务实的营销方案。作者通过参与投资管理凌丹茶叶店,掌握了茶店经营的客观数据,获得了相关的实践经验。针对新公司的营销要求,作者选择了《凌丹茶叶店的营销战略和策略研究》这个课题,开展具体工作。本文分析了茶业的宏观环境、茶叶零售行业环境、茶叶的消费者特征、茶叶经营的竞争者、凌丹茶叶店的自身资源等内外部环境。在此基础上,研究了茶店市场细分、目标市场选择、市场定位、品牌规划、店铺选址等营销战略,茶叶供应链、产品组合、特许加盟、联合营销、会员制营销、广告与促销、事件营销、增值服务、礼品茶的包装等一系列营销策略,营销风险分析及应对策略等内容。本文认为,茶店消费者的体验需求、茶店营销的渠道特色、茶文化营销的和谐本质,引领着本企业的营销方向,作者据此为凌丹茶叶店的营销提出了相应的营销战略和具体策略。希望藉此研究,深入探索茶店的营销工作,或能指导自身连锁事业的经营实践。
[Abstract]:This article originates from the actual operation of Lingdan tea shop in Xuhui District, Shanghai, in order to solve the marketing problem of tea shop. Shareholders are preparing to set up an investment management company to achieve scale effects through chain expansion. The company needs to design a pragmatic marketing plan. By participating in the investment management of Lingdan tea shop, the author grasps the objective data of tea shop management, obtains relevant practical experience, and aims at the marketing requirements of the new company. The author chooses the research of marketing strategy and strategy of Lingdan tea shop to carry out concrete work. This paper analyzes the internal and external environment of tea industry, such as the macro environment of tea industry, the environment of tea retail industry, the characteristics of tea consumers, the competitors of tea management, the resources of Lingdan tea shop, etc. On this basis, the market segmentation of tea shop is studied. Target market selection, market positioning, brand planning, store location and other marketing strategies, tea supply chain, product portfolio, franchise, joint marketing, membership marketing, advertising and promotion, event marketing, value-added services, etc. Gift tea packaging and a series of marketing strategies, marketing risk analysis and coping strategies. This paper holds that the experience needs of tea shop consumers, the channel characteristics of tea shop marketing, and the harmonious nature of tea culture marketing lead the marketing direction of this enterprise. The author puts forward the corresponding marketing strategy and concrete strategy for the marketing of Lingdan tea shop, and hopes that the research can be used to explore the marketing work of tea shop in depth, or to guide the business practice of its own chain enterprise.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F721

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