本文選題：茶葉 + 產(chǎn)品營銷　； 參考：《四川師范大學(xué)》2015年碩士論文

【摘要】：本論文以T茶葉有限公司作為研究對象,就其營銷策略中的產(chǎn)品營銷進(jìn)行專項(xiàng)研究診斷,并結(jié)合市場及企業(yè)狀況提出合理的改進(jìn)建議。過去,T茶葉有限公司的業(yè)務(wù)主要集中于大宗毛茶銷售。在近六年創(chuàng)業(yè)期間基本采取粗放式經(jīng)營管理,缺少建設(shè)自我品牌與拓展零售茶產(chǎn)品市場。然而,隨著政策扶持、市場需求、企業(yè)發(fā)展及戰(zhàn)略部署調(diào)整的影響,T茶葉有限公司已開始著手進(jìn)行一系列升級,包括零售市場開拓、品牌打造,產(chǎn)品創(chuàng)新體系建設(shè),茶文化附加值建設(shè)及銷售結(jié)構(gòu)調(diào)整等。鑒于此,筆者認(rèn)為有必要在這一歷史性轉(zhuǎn)折點(diǎn)進(jìn)行專項(xiàng)性研究,以營銷環(huán)節(jié)中最基本的產(chǎn)品營銷作為出發(fā)點(diǎn),通過研究明確公司當(dāng)前存在的產(chǎn)品營銷問題,從產(chǎn)品體系、產(chǎn)品創(chuàng)新、品牌建設(shè)和包裝設(shè)計(jì)四個(gè)方面提出了符合市場需求和公司規(guī)劃的改進(jìn)措施。本文共分為五章:第一章緒論,概述本論文研究的背景、意義和主要內(nèi)容等;第二章相關(guān)概念界定及理論基礎(chǔ),介紹本論文將應(yīng)用到的相關(guān)理論;第三章T茶葉公司產(chǎn)品營銷現(xiàn)狀,展示目前產(chǎn)品營銷實(shí)際運(yùn)營情況;第四章T茶葉公司產(chǎn)品營銷中存在的問題,結(jié)合市場發(fā)展趨勢與公司戰(zhàn)略發(fā)展規(guī)劃,闡述和分析公司目前在產(chǎn)品營銷過程中存在的一些關(guān)鍵問題;第五章T茶葉公司產(chǎn)品營銷改進(jìn)措施,針對上述產(chǎn)品營銷中存在的問題提出對應(yīng)的改進(jìn)措施。在本論文整個(gè)撰寫過程中,為使所涉及的數(shù)據(jù)資料和推理判斷更具時(shí)效性和可操作性,將先后用到文獻(xiàn)研究法、市場調(diào)查法、實(shí)驗(yàn)和經(jīng)驗(yàn)總結(jié)法、營銷科學(xué)分析法及對比研究法。綜上所述,通過本文的專項(xiàng)性診斷研究,在一定程度上能為不限于T茶葉有限公司的企業(yè)提供智力指引,在挑戰(zhàn)與機(jī)遇并存的時(shí)期為后續(xù)綜合營銷策劃和運(yùn)作管理帶去有力參考。
[Abstract]:In this paper, T Tea Co., Ltd. is taken as the research object, the special research diagnosis of product marketing in its marketing strategy is carried out, and reasonable suggestions for improvement are put forward according to the situation of market and enterprise. In the past, the business of T Tea Co., Ltd. was mainly concentrated in the bulk of hair tea sales. During the last six years, extensive management was adopted, lacking of self-brand building and retail tea product market. However, with the influence of policy support, market demand, enterprise development and strategic deployment adjustment, the company has embarked on a series of upgrades, including retail market development, brand building, and product innovation system construction. Tea culture added-value construction and sales structure adjustment and so on. In view of this, the author thinks that it is necessary to carry out special research at this historic turning point, taking the most basic product marketing in the marketing link as the starting point, through studying and clarifying the current product marketing problems of the company, from the product system, Four aspects of product innovation, brand building and packaging design are proposed to meet the needs of the market and company planning measures. This paper is divided into five chapters: the first chapter is an introduction, which summarizes the background, significance and main contents of this paper, the second chapter, the definition of related concepts and theoretical basis, introduces the relevant theories that this paper will apply; The third chapter is the present situation of product marketing of T tea company, showing the actual operation of product marketing at present. Chapter IV, the problems existing in product marketing of T tea company, combined with the development trend of the market and the strategic development plan of the company, This paper expounds and analyzes some key problems existing in the process of product marketing of the company at present. Chapter V, the improvement measures of product marketing in T tea company, and the corresponding improvement measures are put forward in view of the problems existing in the marketing of the products mentioned above. In the whole writing process of this paper, in order to make the related data and reasoning and judgment more timely and operable, we will use the literature research method, the market research method, the experiment and the experience summary method successively. Marketing scientific analysis and comparative research method. To sum up, through the special diagnostic research in this paper, to a certain extent, it can provide intelligence guidance for enterprises that are not limited to T Tea Co., Ltd. In the period of both challenge and opportunity, it can bring reference to the following comprehensive marketing planning and operation management.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.82;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 楊江帆;林晶晶;梁雯婷;張小琴;王彥威;;文化創(chuàng)意與茶產(chǎn)業(yè)的發(fā)展[J];福建農(nóng)林大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2010年04期

相關(guān)博士學(xué)位論文 前2條

1 韋鐵;多主體參與的服務(wù)創(chuàng)新模式管理研究[D];電子科技大學(xué);2010年

2 霍步剛;國外文化產(chǎn)業(yè)發(fā)展比較研究[D];東北財(cái)經(jīng)大學(xué);2009年

相關(guān)碩士學(xué)位論文 前2條

1 杜艷寧;茶葉消費(fèi)者行為特征及營銷策略分析[D];武漢工業(yè)學(xué)院;2011年

2 樂志軍;基于品牌定位的云海茶廠品牌競爭力探析[D];中山大學(xué);2008年

，

本文編號(hào)：1868666