本文關(guān)鍵詞：南岳云霧茶營銷策略研究　出處：《中南林業(yè)科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 南岳云霧茶 消費(fèi)者 營銷策略

【摘要】：南岳云霧茶作為中國五岳之中僅存的高山茶,有著悠久的歷史傳統(tǒng)與深厚的文化底蘊(yùn),其杰出的加工工藝造就了優(yōu)異的品質(zhì),但未能真正地打開市場。近年來,隨著茶消費(fèi)成為一種潮流,茶的需求量大量增加,這成為南岳云霧茶千載難逢的一次發(fā)展機(jī)遇。所以對南岳云霧茶的市場發(fā)展環(huán)境與市場需求現(xiàn)狀進(jìn)行調(diào)查研究,并引入現(xiàn)代營銷理念,探索適合南岳云霧茶的營銷策略與手段具有很強(qiáng)的現(xiàn)實(shí)意義。 本文在消費(fèi)者行為理論與營銷組合理論的基礎(chǔ)上,首先對南岳云霧茶市場發(fā)展環(huán)境進(jìn)行SWOT分析,詳細(xì)闡述了其自身優(yōu)勢、劣勢以及面臨的機(jī)遇與威脅,其次對南岳云霧茶市場需求展開了分析以及闡述了南岳云霧茶現(xiàn)有的營銷問題。最后,本文基于4P營銷理論針對南岳云霧茶市場提出了產(chǎn)品策略、包裝策略、價(jià)格策略、渠道策略和促銷策略。 論文的結(jié)構(gòu)分為六章,第一章是緒論部分。首先介紹的是論文的選題背景,指出當(dāng)前研究南岳云霧茶的目的與現(xiàn)實(shí)意義,其次闡述了與本文有關(guān)的國內(nèi)外研究動(dòng)態(tài),并對其作出了簡要評述,再次是本文的研究方法和技術(shù)路線圖,技術(shù)路線圖很清楚地展示了本文的研究思路,最后就是本文的創(chuàng)新之處；第二章主要是介紹市場營銷的相關(guān)理論,包括消費(fèi)者行為理論與營銷組合理論；第三章對南岳云霧茶市場發(fā)展環(huán)境進(jìn)行了SWOT分析,詳細(xì)闡述了南岳云霧茶自身的優(yōu)勢、劣勢以及面臨的機(jī)遇與威脅,并作出了簡要總結(jié)；第四章對南岳云霧茶市場需求展開了分析,闡述了南岳云霧茶消費(fèi)者的需求特征；第五章介紹了南岳云霧茶的營銷問題；第六章在前面五個(gè)部分的基礎(chǔ)上,以4P理論為視角對如何促進(jìn)南岳云霧茶營銷的發(fā)展提出針對性的政策建議。最后是本文的結(jié)論,總結(jié)了本文的優(yōu)勢與不足。
[Abstract]:As the only mountain tea among the five mountains in China, Nanyue Yunwu Tea has a long historical tradition and profound cultural heritage. Its outstanding processing technology has created excellent quality, but it has not really opened up the market in recent years. As tea consumption becomes a trend, the demand for tea increases greatly. This becomes a rare development opportunity for Yunwu Tea in Nanyue. Therefore, the market development environment and market demand of Yunwu Tea in Nanyue are investigated and studied, and the modern marketing concept is introduced. It is of great practical significance to explore the marketing strategy and means suitable for Nanyue Yunwu Tea. Based on the theory of consumer behavior and the theory of marketing combination, this paper firstly analyzes the market development environment of Nanyue Yunwu Tea by SWOT, and elaborates its own strengths, weaknesses, opportunities and threats. Secondly, the paper analyzes the market demand of Nanyue Yunwu Tea and expounds the existing marketing problems of Yunwu Tea in Nanyue. Finally, based on the 4P marketing theory, this paper puts forward the product strategy and packaging strategy for the market of Yunwu Tea in Nanyue. Price strategy, channel strategy and promotion strategy. The structure of the thesis is divided into six chapters. The first chapter is the introduction. Firstly, it introduces the background of the thesis and points out the purpose and practical significance of the current study of Yunwu Tea in Nanyue. Secondly, it expounds the domestic and foreign research trends related to this paper, and makes a brief comment on it. Again, it is the research method and technology roadmap of this paper. The technology roadmap clearly shows the research ideas of this paper. The last is the innovation of this paper; The second chapter mainly introduces the relevant theories of marketing, including the theory of consumer behavior and the theory of marketing combination; The third chapter analyzes the market development environment of Yunwu Tea in Nanyue by SWOT, expounds the strengths, weaknesses, opportunities and threats faced by Yunwu Tea in detail, and makes a brief summary. Chapter 4th analyzes the market demand of Yunwu Tea in Nanyue and expounds the demand characteristics of Yunwu Tea consumers in Nanyue. Chapter 5th introduces the marketing problems of Nanyue Yunwu Tea; On the basis of the previous five parts, Chapter 6th puts forward some specific policy suggestions on how to promote the development of Yunwu Tea marketing in Nanyue from the perspective of 4p theory. Finally, the conclusion of this paper is given, and the advantages and disadvantages of this paper are summarized.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.82;F274

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本文編號：1435965