本文選題：連鎖 + 休閑茶飲��； 參考：《華僑大學(xué)》2017年碩士論文

【摘要】：街頭現(xiàn)調(diào)飲料在我國(guó)發(fā)展迅速,并以加盟連鎖形式迅速擴(kuò)張市場(chǎng)。目前,市場(chǎng)上涌現(xiàn)了“CoCo茶飲”、“快樂(lè)檸檬”、“莓超瘋”等多個(gè)現(xiàn)調(diào)飲料連鎖品牌,同時(shí),還有越來(lái)越多的品牌加入現(xiàn)調(diào)飲料市場(chǎng)競(jìng)爭(zhēng)中。對(duì)休閑茶飲公司來(lái)說(shuō),目前的市場(chǎng)機(jī)遇和挑戰(zhàn)并存。一方面具有較為廣闊的消費(fèi)市場(chǎng),另一方面,整個(gè)行業(yè)的競(jìng)爭(zhēng)十分激烈,給企業(yè)市場(chǎng)開(kāi)拓帶來(lái)極大挑戰(zhàn)。面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng),休閑茶飲企業(yè)如何規(guī)劃營(yíng)銷策略成為一個(gè)重要的課題。本文以市場(chǎng)開(kāi)發(fā)策略理論、消費(fèi)者購(gòu)買決策理論、4Ps營(yíng)銷理論以及加盟連鎖理論等為研究基礎(chǔ)理論。綜合運(yùn)用PEST分析和SWOT分析方法,探索了公司的自身優(yōu)勢(shì)和劣勢(shì),分析了SS連鎖休閑茶飲公司外部環(huán)境。以4Ps營(yíng)銷理論為基礎(chǔ),結(jié)合開(kāi)發(fā)策略理論、消費(fèi)者購(gòu)買決策理論和加盟連鎖理論制定了SS連鎖休閑茶飲公司營(yíng)銷策略。本文認(rèn)為SS連鎖休閑茶飲公司可以將主要資源應(yīng)用到產(chǎn)品、價(jià)格、渠道、促銷等方面上。在產(chǎn)品方面,要充分利用總部的技術(shù)優(yōu)勢(shì),大力度推陳出新,突出產(chǎn)品的特色和與競(jìng)爭(zhēng)者的差異性,并且要嚴(yán)格把控產(chǎn)品質(zhì)量,努力讓公司成為市場(chǎng)的引導(dǎo)者。在價(jià)格方面,盡管通常情況下休閑茶飲的價(jià)格不高,消費(fèi)者對(duì)產(chǎn)品價(jià)格的敏感度不高,但為了提升單店的利潤(rùn),公司還需優(yōu)化產(chǎn)品菜單設(shè)計(jì),對(duì)產(chǎn)品價(jià)格盡可能優(yōu)化。在渠道方面,要建立加盟評(píng)估體系,明確加盟店的選址、員工配置、投資規(guī)模等方面的要求,統(tǒng)一加盟店面的裝修風(fēng)格,統(tǒng)一員工培訓(xùn)內(nèi)容,充分利用網(wǎng)絡(luò)營(yíng)銷渠道。在促銷方面,要注重公司產(chǎn)品的品牌建設(shè),豐富公司產(chǎn)品的品牌內(nèi)涵。多方位投入廣告,提升公司產(chǎn)品的品牌知名度。豐富銷售終端的營(yíng)銷方式。為確保預(yù)定的營(yíng)銷策略能得到有效落實(shí),本文還提出了一系列的營(yíng)銷保障措施,如加強(qiáng)公司的內(nèi)部管理、健全激勵(lì)機(jī)制,拓展網(wǎng)絡(luò)營(yíng)銷等。通過(guò)本文研究,希望可以給其它連鎖休閑茶飲公司制定市場(chǎng)營(yíng)銷策略提供一種參考,總的來(lái)說(shuō),休閑茶飲公司應(yīng)該從加大產(chǎn)品開(kāi)發(fā)力度、拓展?fàn)I銷渠道、加大品牌推廣、健全加盟網(wǎng)絡(luò)和體系建設(shè)進(jìn)行市場(chǎng)營(yíng)銷的保障。
[Abstract]:Street beverage is developing rapidly in our country, and to join the chain form of rapid expansion of the market. At present, there are many existing beverage chains, such as CoCo tea drink, happy lemon, berry super crazy and so on. At the same time, more and more brands join the market competition. For leisure tea companies, the current market opportunities and challenges coexist. On the one hand, there is a relatively broad consumer market, on the other hand, the competition of the whole industry is very fierce, which brings great challenges to the development of enterprise market. In the face of fierce market competition, how to plan marketing strategy for leisure tea drinking enterprises has become an important subject. In this paper, the market development strategy theory, the consumer purchase decision theory 4Ps marketing theory and the joining chain theory are the basic theories. By using pest analysis and SWOT analysis, this paper explores the advantages and disadvantages of the company, and analyzes the external environment of SS chain leisure tea drinking company. Based on the 4Ps marketing theory, combined with the development strategy theory, the consumer purchase decision theory and the joining chain theory, the SS chain leisure tea company marketing strategy was established. This paper holds that SS chain leisure tea drinking company can apply its main resources to products, prices, channels, sales promotion and so on. In terms of products, we should make full use of the technical advantages of headquarters, vigorously promote the old and new, highlight the characteristics of products and differences with competitors, and strictly control the quality of products, and strive to make the company become the market guide. In terms of price, although the price of casual tea is usually not high and consumers are not sensitive to the price of the product, in order to improve the profit of a single store, the company also needs to optimize the design of the product menu and optimize the price of the product as much as possible. In the aspect of channel, we should establish join evaluation system, define the location of franchise store, staff configuration, investment scale and so on, unify the decoration style of joining store, unify employee training content, make full use of network marketing channel. In the promotion aspect, should pay attention to the company product brand construction, enriches the company product brand connotation. Multi-directional advertising to enhance the brand awareness of the company's products. Enrich the marketing mode of sales terminal. In order to ensure that the scheduled marketing strategy can be implemented effectively, this paper also puts forward a series of marketing guarantee measures, such as strengthening the internal management of the company, perfecting the incentive mechanism, expanding the network marketing and so on. Through the study of this paper, I hope to provide a reference for other chain leisure tea drinking companies to formulate marketing strategies. In general, leisure tea drinking companies should increase the strength of product development, expand marketing channels, and increase brand promotion. Perfect join network and system construction to carry on the guarantee of marketing.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 左秀平;朱長(zhǎng)春;;“互聯(lián)網(wǎng)+”背景下網(wǎng)絡(luò)消費(fèi)者購(gòu)買決策的實(shí)證分析[J];商業(yè)經(jīng)濟(jì)研究;2016年11期

2 趙遠(yuǎn)勝;;市場(chǎng)細(xì)分下市場(chǎng)營(yíng)銷策略的構(gòu)建分析[J];商業(yè)經(jīng)濟(jì);2016年02期

3 王克喜;崔準(zhǔn);周志強(qiáng);;網(wǎng)絡(luò)口碑要素及其可信度對(duì)消費(fèi)者購(gòu)買決策的影響研究[J];江西財(cái)經(jīng)大學(xué)學(xué)報(bào);2015年06期

4 馬潔玲;唐麗倩;李強(qiáng);;新產(chǎn)品如何進(jìn)行市場(chǎng)定位[J];現(xiàn)代國(guó)企研究;2015年17期

5 李君實(shí);;基于初創(chuàng)期企業(yè)的目標(biāo)市場(chǎng)選擇與策略研究[J];品牌(下半月);2015年07期

6 任杰;趙冬梅;;在線消費(fèi)者購(gòu)買決策行為研究——基于網(wǎng)絡(luò)購(gòu)物參照點(diǎn)形成理論和MNL模型[J];價(jià)格理論與實(shí)踐;2014年09期

7 袁少鋒;;進(jìn)化需求對(duì)消費(fèi)者購(gòu)買決策的影響研究述評(píng)與展望[J];外國(guó)經(jīng)濟(jì)與管理;2014年01期

8 姜錦彪;;我國(guó)中小企業(yè)市場(chǎng)營(yíng)銷戰(zhàn)略[J];合作經(jīng)濟(jì)與科技;2013年03期

9 刁宗廣;吳慧;張濤;;從餐飲業(yè)的顧客滿意度影響因素看餐飲業(yè)的消費(fèi)趨向和營(yíng)銷策略[J];桂林旅游高等�？茖W(xué)校學(xué)報(bào);2006年06期

10 盧泰宏,黃勝兵,羅紀(jì)寧;論品牌資產(chǎn)的定義[J];中山大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2000年04期

相關(guān)碩士學(xué)位論文 前7條

1 張曉衛(wèi);草本茶集連鎖企業(yè)市場(chǎng)營(yíng)銷策略研究[D];北京交通大學(xué);2015年

2 張媛媛;在線評(píng)論對(duì)消費(fèi)者購(gòu)買決策影響的實(shí)證研究[D];浙江財(cái)經(jīng)大學(xué);2015年

3 劉鵬程;LP牌羽毛球沈陽(yáng)市場(chǎng)開(kāi)發(fā)研究[D];石河子大學(xué);2013年

4 周禮;加盟連鎖企業(yè)的品牌價(jià)值提升研究[D];江南大學(xué);2013年

5 張勝;TH公司市場(chǎng)營(yíng)銷策略分析[D];西南交通大學(xué);2013年

6 姜貴琳;可菲爾公司功能飲料營(yíng)銷戰(zhàn)略研究[D];北京交通大學(xué);2008年

7 周雪松;M飲料企業(yè)的營(yíng)銷策略研究[D];西南財(cái)經(jīng)大學(xué);2005年

，

本文編號(hào)：2112665