發(fā)布時(shí)間：2018-04-04 03:00

  本文選題：靈芝茶產(chǎn)品　切入點(diǎn)：營銷策略　出處：《吉林大學(xué)》2017年碩士論文

【摘要】：近年來,隨著消費(fèi)者對靈芝藥用價(jià)值的深入了解,我國靈芝產(chǎn)業(yè)快速發(fā)展。特別是靈芝茶產(chǎn)品的高額利潤吸引了越來越多的企業(yè)投資,導(dǎo)致靈芝茶產(chǎn)品市場競爭越來越激烈,隨之帶來了市場混亂現(xiàn)象,截至到2016年年末,靈芝茶產(chǎn)品市場混亂現(xiàn)象令很多人擔(dān)憂,尤其是靈芝茶產(chǎn)品的誠信問題,是消費(fèi)者最關(guān)心的問題之一。處在這種混亂的市場大環(huán)境下,企業(yè)要想在激烈的市場競爭中占有一席之地,必須要在消費(fèi)者心中樹立良好的企業(yè)形象,良好的品牌,良好的質(zhì)量信譽(yù)。對企業(yè)來講,要制定符合時(shí)代發(fā)展的營銷策略,包括產(chǎn)品設(shè)計(jì)策略、價(jià)格制定策略、渠道選擇策略、促銷策略等,跟上社會的發(fā)展,滿足社會的需求,做到讓消費(fèi)者滿意、放心�；谀壳暗纳鐣�(jīng)濟(jì)發(fā)展?fàn)顩r、靈芝茶產(chǎn)品的市場現(xiàn)狀及競爭情況,研究主要采用文獻(xiàn)研究方法、調(diào)查法、數(shù)據(jù)統(tǒng)計(jì)分析法對靈芝茶產(chǎn)品市場營銷環(huán)境及策略進(jìn)行分析研究,為CW電子商務(wù)有限公司靈芝茶產(chǎn)品的市場營銷提供新的思路。通過市場營銷相關(guān)理論的研究和我國靈芝茶產(chǎn)品的市場營銷環(huán)境及存在的問題,對CW電子商務(wù)有限公司靈芝茶產(chǎn)品的營銷環(huán)境、現(xiàn)狀及競爭者進(jìn)行分析,以及通過市場營銷的SWOT分析方法分析,找出CW電子商務(wù)有限公司靈芝茶產(chǎn)品市場營銷存在的問題,并對存在的問題進(jìn)行詳細(xì)深入的分析研究,通過對市場營銷中的消費(fèi)者問卷調(diào)查,并對相關(guān)數(shù)據(jù)進(jìn)行詳細(xì)的統(tǒng)計(jì)分析,找出了影響市場營銷的相關(guān)因素,并對這些影響因素進(jìn)行分析和利用,以及市場定位及目標(biāo)市場的選擇分析,確定出具體的市場消費(fèi)群體和消費(fèi)方式,通過以上的市場營銷相關(guān)理論的研究及市場調(diào)研的分析研究對CW電子商務(wù)有限公司靈芝茶產(chǎn)品研發(fā)、價(jià)格確定、銷售方式、及促銷手段等形成全新的市場營銷方案。以CW電子商務(wù)有限公司靈芝茶產(chǎn)品為例,在市場營銷策略的探討過程中,運(yùn)用市場營銷理論進(jìn)行分析,根據(jù)公司的實(shí)際情況,制定符合公司靈芝茶產(chǎn)品發(fā)展的市場營銷策略,通過對我國靈芝茶產(chǎn)品營銷環(huán)境分析及靈芝茶產(chǎn)品的行業(yè)分析、我國保健品營銷環(huán)境及現(xiàn)狀的深入分析,得出未來幾年我國靈芝茶產(chǎn)品市場前景廣闊,同時(shí)也發(fā)現(xiàn)了我國目前靈芝茶產(chǎn)品市場存在一系列問題,這些問題令消費(fèi)者擔(dān)憂,通過以上的分析研究為解決這些問題提供了一些思路,也為CW電子商務(wù)有限公司靈芝茶產(chǎn)品的市場發(fā)展提供新的營銷方案。
[Abstract]:In recent years, China's Ganoderma lucidum industry has developed rapidly with the consumers' in-depth understanding of the medicinal value of Ganoderma lucidum.In particular, the high profits of Ganoderma lucidum tea products attract more and more enterprise investment, resulting in more and more fierce competition in the market of Ganoderma lucidum tea products, which has brought about market chaos. By the end of 2016,Ganoderma lucidum tea market chaos has caused many people to worry, especially the integrity of Ganoderma lucidum tea products, is one of the biggest concerns of consumers.In this chaotic market environment, if an enterprise wants to have a place in the fierce market competition, it must set up a good enterprise image, good brand and good quality reputation in the consumer's heart.For enterprises, they should formulate marketing strategies that are in line with the development of the times, including product design strategies, price formulation strategies, channel selection strategies, promotion strategies, etc., to keep up with the development of society, to meet the needs of society, and to make consumers satisfied.Rest assured.Based on the current situation of social and economic development, the market situation and competition of Ganoderma lucidum tea products, the research mainly adopts literature research method, investigation method and data statistical analysis method to analyze and study the marketing environment and strategy of Ganoderma lucidum tea products.It provides new ideas for marketing of Ganoderma lucidum tea products in CW Electronic Commerce Co., Ltd.Based on the research of marketing theory and the marketing environment and existing problems of Ganoderma lucidum tea products in China, this paper analyzes the marketing environment, current situation and competitors of Ganoderma lucidum tea products in CW Electronic Commerce Co., Ltd.And through the analysis of SWOT analysis method of marketing, we find out the problems existing in the marketing of Ganoderma lucidum tea products in CW Electronic Commerce Co., Ltd., and make a detailed and in-depth analysis and study on the existing problems.Through the questionnaire survey of the consumers in marketing and the detailed statistical analysis of the relevant data, we find out the relevant factors that affect the marketing, and analyze and utilize these influencing factors.As well as market positioning and target market selection analysis, to determine the specific market consumer groups and consumption patterns,Through the above research of marketing theory and market research and analysis of CW Electronic Commerce Co., Ltd. Ganoderma lucidum tea product research and development, price determination, sales methods, and marketing means to form a new marketing plan.Taking the Ganoderma lucidum tea products of CW Electronic Commerce Co., Ltd as an example, in the process of discussing marketing strategy, using the marketing theory to carry on the analysis, according to the actual situation of the company, making the marketing strategy according to the company's Ganoderma lucidum tea product development.Through the analysis of the marketing environment of Ganoderma lucidum tea products and the industry analysis of Ganoderma lucidum tea products in China, and the in-depth analysis of the marketing environment and present situation of health products in China, it is concluded that the market prospect of Ganoderma lucidum tea products in China in the next few yearsAt the same time, we have also found that there are a series of problems in the Ganoderma lucidum tea market in our country at present. These problems have made consumers worry. Through the above analysis and research, we have provided some ideas for solving these problems.Also for CW Electronic Commerce Co., Ltd. Ganoderma tea product market development to provide a new marketing plan.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274

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