發(fā)布時(shí)間：2018-03-24 06:30

  本文選題：營(yíng)銷(xiāo)分析　切入點(diǎn)：茶葉　出處：《華南理工大學(xué)》2014年碩士論文

【摘要】：廣東省梅州市DP茶葉公司成立于1995年，主營(yíng)業(yè)務(wù)為西巖山優(yōu)質(zhì)茶葉。公司成立以來(lái)，一度以高品質(zhì)和精美包裝取勝，，迅速贏得梅州市場(chǎng)。1999年公司已被評(píng)為廣東省農(nóng)業(yè)龍頭企業(yè)。但近年來(lái)，隨著競(jìng)爭(zhēng)者的不斷進(jìn)入與爭(zhēng)相模仿，茶葉市場(chǎng)上出現(xiàn)各類(lèi)品牌混亂的情況。各種品牌參差不齊，市場(chǎng)不規(guī)范，進(jìn)一步造成了DP品牌的市場(chǎng)認(rèn)知度不高，公司發(fā)展步伐逐漸放緩。為了不斷的提高品牌的知名度、提升公司形象、開(kāi)拓新市場(chǎng)、擴(kuò)大公司的銷(xiāo)售網(wǎng)絡(luò)，DP公司需要重新規(guī)劃2014年度的營(yíng)銷(xiāo)戰(zhàn)略。本文對(duì)DP公司2014年度的市場(chǎng)營(yíng)銷(xiāo)工作進(jìn)行了全面的策劃。 本文在中國(guó)茶葉營(yíng)銷(xiāo)和品牌建設(shè)的背景下，對(duì)廣東茶葉產(chǎn)業(yè)的環(huán)境進(jìn)行現(xiàn)狀分析，運(yùn)用PEST工具解讀了公司所處的宏觀環(huán)境，對(duì)比分析了DP公司的競(jìng)爭(zhēng)對(duì)手。進(jìn)而運(yùn)用SWOT工具分析公司自身的優(yōu)勢(shì)、劣勢(shì)與外在環(huán)境的機(jī)會(huì)與威脅，在以上一系列分析的基礎(chǔ)上根據(jù)廣東茶葉市場(chǎng)的特點(diǎn)及消費(fèi)者的消費(fèi)行為特征，運(yùn)用STP戰(zhàn)略對(duì)DP公司的目標(biāo)市場(chǎng)和產(chǎn)品進(jìn)行了選擇和定位。 在進(jìn)行內(nèi)外部環(huán)境分析，確定了目標(biāo)市場(chǎng)以后，運(yùn)用4P營(yíng)銷(xiāo)組合策略，對(duì)公司的產(chǎn)品、價(jià)格、渠道及促銷(xiāo)策略進(jìn)行了詳細(xì)的分析。確定了擴(kuò)大DP品牌知名度，鞏固梅州地區(qū)核心市場(chǎng)，穩(wěn)步推進(jìn)全省市場(chǎng)的總體思路。并根據(jù)組合營(yíng)銷(xiāo)策略分析制定了2014年度DP公司的營(yíng)銷(xiāo)具體的行動(dòng)計(jì)劃。 最后，本文通過(guò)對(duì)資金的財(cái)務(wù)數(shù)據(jù)分析，估算出公司進(jìn)入2014年度市場(chǎng)營(yíng)銷(xiāo)計(jì)劃的成本與收益，同時(shí)進(jìn)行必要的風(fēng)險(xiǎn)管理，為計(jì)劃實(shí)施的有效實(shí)施做好了萬(wàn)全準(zhǔn)備。
[Abstract]:Guangdong city of Meizhou province DP tea company was founded in 1995, the main business for the west mountain high quality tea. Since the founding of the company, once with high quality and exquisite packaging, quickly won the Meizhou market.1999 company has been rated as the leading agricultural enterprises in Guangdong province. But in recent years, along with the competitors continue to enter and imitate. All kinds of brand confusion of tea market. Various brands of uneven, the market is not standardized, resulting in further DP brand market awareness is not high, slowing the pace of the development of the company. In order to continuously improve brand awareness, enhance corporate image, develop new markets, expand the company's sales network, DP companies need to plan for the year 2014 the marketing strategy. The marketing work of DP in the year 2014 the company conducted a comprehensive planning.
In this paper, Chinese tea marketing and brand construction background, analyzes the current situation of Guangdong tea industry environment, the macro environment using the PEST tools of the company's interpretation, comparative analysis of the DP's competitors. And then use the SWOT tool to analyze the company's own strengths, weaknesses and external opportunities and threats, based on above a series of analysis on the characteristics of consumer behavior and consumer Guangdong tea market characteristics, using the STP strategy of DP company's target market and product selection and positioning.
In the analysis of internal and external environment, determining the target market, the use of 4P marketing combination strategy, the company's products, price, channel and promotion strategy are analyzed in detail. The DP to expand brand awareness, strengthen the core market in Meizhou area, and steadily push forward the general idea of the province's market and the development of the DP 2014. The annual marketing specific action plan based on the analysis of marketing strategy.
Finally, through the analysis of the financial data of the fund, we estimate the cost and profit of the company's entry into the 2014 year's marketing plan, and make the necessary risk management at the same time, making every effort to prepare for the effective implementation of the plan.

【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.82

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