本文關(guān)鍵詞： 天福 茶 經(jīng)營 創(chuàng)新　出處：《福建農(nóng)林大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：面對世界的多元化發(fā)展,茶企業(yè)應(yīng)如何更好地發(fā)揮自身優(yōu)勢是眾多茶企面臨的重要問題。本文試以天福集團為例,呈現(xiàn)其發(fā)展歷程的同時剖析出天福的市場營銷策略,為我國茶產(chǎn)業(yè)的可持續(xù)發(fā)展提供參考借鑒。 從市場營銷環(huán)境的宏觀環(huán)境跟微觀環(huán)境出發(fā),首先,分析天福集團創(chuàng)建的宏觀環(huán)境即國際及國內(nèi)茶產(chǎn)業(yè)大形勢的背景,分析1993年至2013年期間我國茶葉產(chǎn)業(yè)的的迅猛發(fā)展給天福帶來的契機；此外,將天福集團的發(fā)展按其成長過程劃分為四個階段,突出每個階段的發(fā)展主題與發(fā)展重點,闡述天福集團這二十年從探索到成型、從擴張到繁榮的發(fā)展歷程。 其次,針對天福集團的繁榮發(fā)展分析天福為順應(yīng)市場發(fā)展的需要,主要從天福的企業(yè)文化建設(shè)、營銷服務(wù)創(chuàng)新、產(chǎn)品多元創(chuàng)新、連鎖經(jīng)營管理創(chuàng)新等方面剖析了天福集團的經(jīng)營策略及銷售手段,通過加強產(chǎn)品及員工的管理塑造企業(yè)文化形象；通過完善自身企業(yè)產(chǎn)業(yè)鏈拓寬企業(yè)發(fā)展方向；通過體驗營銷、立體營銷等途徑創(chuàng)新茶葉營銷方式；采用現(xiàn)代化的管理模式對天福的直營門店進行管理進而提高企業(yè)的管理力度及管理時效；天福用心致力于產(chǎn)品創(chuàng)新、通路創(chuàng)新及組織創(chuàng)新,融合了國內(nèi)外先進的經(jīng)營管理方式,在確保產(chǎn)品質(zhì)量的基礎(chǔ)上加強產(chǎn)品研發(fā)、在提高銷售服務(wù)質(zhì)量的同時積極拓展海外市場,開創(chuàng)連鎖通路更高的經(jīng)營效率與價值。 最后,結(jié)合茶企的發(fā)展現(xiàn)狀提出現(xiàn)代茶企應(yīng)通過增強品牌意識的培養(yǎng)、塑造企業(yè)的核心競爭力、加強產(chǎn)品創(chuàng)新力度、整合社會信息資源等途徑加強企業(yè)建設(shè),從而真正引領(lǐng)社會群體的消費潮流,將中國茶、中國茶文化有機、有效地結(jié)合,在站穩(wěn)中國銷售市場的同時將企業(yè)品牌推上國際舞臺并占有一席之地。
[Abstract]:In the face of the diversified development of the world, it is an important problem for many tea enterprises to give full play to their own advantages. This paper takes Tianfu Group as an example, presents its development course and analyzes the marketing strategy of Tianfu. To provide reference for the sustainable development of tea industry in China. Starting from the macro and micro environment of the marketing environment, first of all, the background of the macroscopical environment established by Tianfu Group, that is, the international and domestic tea industry situation, is analyzed. This paper analyzes the opportunity that the rapid development of Chinese tea industry brought to Tianfu from 1993 to 2013, in addition, it divides the development of Tianfu Group into four stages according to its growing process, highlighting the development theme and key points of each stage. This paper expounds the development course of Tianfu Group from exploration to forming, from expansion to prosperity. Secondly, according to the prosperity and development of Tianfu Group, Tianfu, in order to meet the needs of market development, mainly from Tianfu's corporate culture construction, marketing service innovation, product diversification innovation, Chain management innovation and other aspects of Tianfu Group's business strategy and sales means, through strengthening the management of products and employees to shape the corporate culture image, through the improvement of their own enterprise industry chain to broaden the direction of enterprise development, through experience marketing, Three-dimensional marketing means to innovate tea marketing; the use of modern management mode to manage Tianfu stores to improve the management of enterprises and time-effective management; Tianfu dedicated to product innovation, channel innovation and organizational innovation, Tianfu focus on product innovation, channel innovation and organizational innovation, Tianfu focus on product innovation, channel innovation and organizational innovation. It combines advanced management methods at home and abroad, strengthens product research and development on the basis of ensuring product quality, actively expands overseas markets while improving the quality of sales and service, and creates higher management efficiency and value of chain channels. Finally, according to the present development situation of tea enterprises, it is proposed that modern tea enterprises should strengthen the construction of enterprises through the cultivation of brand awareness, the shaping of core competitiveness of enterprises, the strengthening of product innovation and the integration of social information resources, etc. In order to really lead the consumption trend of social groups, Chinese tea, Chinese tea culture organic, effective combination, in the Chinese sales market at the same time to promote the enterprise brand on the international stage and occupy a place.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.82

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