【摘要】：近年來，養(yǎng)生保健得觀念日趨深入人心，所以白茶等可以貯藏得老茶因?yàn)槠涮赜械谋＝r(jià)值和收藏價(jià)值而越來越受到消費(fèi)者的青睞。隨著白茶被越來越多的消費(fèi)者所了解并喜愛，白茶的價(jià)格在近年也出現(xiàn)大幅度上漲。就目前市場(chǎng)行情來看，白茶尚屬小眾產(chǎn)品，價(jià)格比較合理。如果能夠抓住市場(chǎng)的機(jī)遇，有效的整合各種資源，投資以白茶為主的老茶會(huì)取得比較好的投資回報(bào)，但是如果想在茶市這個(gè)傳統(tǒng)市場(chǎng)中脫穎而出又必須在營(yíng)銷上體現(xiàn)差異化，走一條別人沒走過的新路。 本論文是一篇商業(yè)計(jì)劃書，討論如何把握這個(gè)商機(jī)，，以全新的營(yíng)銷方式來獲得投資回報(bào)。本論文介紹了產(chǎn)品和營(yíng)銷理念，論述了準(zhǔn)備運(yùn)作的商業(yè)模式，從市場(chǎng)現(xiàn)狀分析了行業(yè)及市場(chǎng)的發(fā)展趨勢(shì)，從融資和投資回報(bào)率分析進(jìn)行了未來收益的預(yù)估。以“存老茶，喝新茶”，“茶窖投資，理財(cái)新途徑”等理念作為引導(dǎo)，設(shè)計(jì)了出全新體驗(yàn)式營(yíng)銷模式，目前該模式在本地（長(zhǎng)春市）市場(chǎng)尚無先例。論文中也就可能出現(xiàn)的風(fēng)險(xiǎn)進(jìn)行了分析，提出了六種最主要的潛在風(fēng)險(xiǎn)，并針對(duì)每一種風(fēng)險(xiǎn)做出了應(yīng)對(duì)策略。 本文應(yīng)用了SWOT分析，市場(chǎng)分析，定價(jià)策略，營(yíng)銷管理等管理學(xué)知識(shí)和相應(yīng)的工具，在此基礎(chǔ)上緊密聯(lián)系市場(chǎng)實(shí)際，以具有較大市場(chǎng)潛力的產(chǎn)品—白茶，作為理論分析的落腳點(diǎn)，也以此為其他老茶產(chǎn)品的營(yíng)銷提供可借鑒的理論和和啟發(fā)。
[Abstract]:In recent years, the concept of health care has become more and more popular, so white tea can be stored in old tea because of its unique health care value and collection value, which is more and more popular among consumers. As white tea is known and loved by more and more consumers, the price of white tea has risen sharply in recent years. In the current market, white tea is still a niche product, the price is more reasonable. If you can seize the opportunity of the market, effectively integrate all kinds of resources, and invest in the old tea with white tea as the main source, you will get a better return on investment. However, if you want to stand out in this traditional market of tea, you have to reflect the difference in marketing. Take a new road that no one else has ever walked. This paper is a business plan to discuss how to grasp this business opportunity and achieve return on investment in a new marketing way. This paper introduces the concept of product and marketing, discusses the business model of preparation operation, analyzes the development trend of the industry and market from the current market situation, and forecasts the future income from the analysis of the return on financing and investment. Guided by the concepts of "storing old tea, drinking new tea", "investing in tea cellar, new ways of managing financial affairs", a new experiential marketing model is designed. At present, there is no precedent for this model in the local (Changchun) market. In this paper, the possible risks are analyzed, six main potential risks are put forward, and corresponding strategies are made for each risk. This paper applies management knowledge and tools such as SWOT analysis, market analysis, pricing strategy, marketing management and so on. On the basis of this, the white tea, which has a great market potential, is closely linked to the market practice, as the foothold of theoretical analysis. Also for the marketing of other old tea products to provide reference theory and inspiration.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.8;F274

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1 趙霄雄;老茶營(yíng)銷新模式—茶窖投資創(chuàng)業(yè)計(jì)劃書[D];吉林大學(xué);2014年

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