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)飲料在我國發(fā)展迅速,并以加盟連鎖形式迅速擴張市場。目前,市場上涌現(xiàn)了“CoCo茶飲”、“快樂檸檬”、“莓超瘋”等多個現(xiàn)調(diào)飲料連鎖品牌,同時,還有越來越多的品牌加入現(xiàn)調(diào)飲料市場競爭中。對休閑茶飲公司來說,目前的市場機遇和挑戰(zhàn)并存。一方面具有較為廣闊的消費市場,另一方面,整個行業(yè)的競爭十分激烈,給企業(yè)市場開拓帶來極大挑戰(zhàn)。面對激烈的市場競爭,休閑茶飲企業(yè)如何規(guī)劃營銷策略成為一個重要的課題。本文以市場開發(fā)策略理論、消費者購買決策理論、4Ps營銷理論以及加盟連鎖理論等為研究基礎(chǔ)理論。綜合運用PEST分析和SWOT分析方法,探索了公司的自身優(yōu)勢和劣勢,分析了SS連鎖休閑茶飲公司外部環(huán)境。以4Ps營銷理論為基礎(chǔ),結(jié)合開發(fā)策略理論、消費者購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銷策略。本文認為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,大力度推陳出新,突出產(chǎn)品的特色和與競爭者的差異性,并且要嚴格把控產(chǎn)品質(zhì)量,努力讓公司成為市場的引導(dǎo)者。在價格方面,盡管通常情況下休閑茶飲的價格不高,消費者對產(chǎn)品價格的敏感度不高,但為了提升單店的利潤,公司還需優(yōu)化產(chǎn)品菜單設(shè)計,對產(chǎn)品價格盡可能優(yōu)化。在渠道方面,要建立加盟評估體系,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格,統(tǒng)一員工培訓(xùn)內(nèi)容,充分利用網(wǎng)絡(luò)營銷渠道。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。豐富銷售終端的營銷方式。為確保預(yù)定的營銷策略能得到有效落實,本文還提出了一系列的營銷保障措施,如加強公司的內(nèi)部管理、健全激勵機制,拓展網(wǎng)絡(luò)營銷等。通過本文研究,希望可以給其它連鎖休閑茶飲公司制定市場營銷策略提供一種參考,總的來說,休閑茶飲公司應(yīng)該從加大產(chǎn)品開發(fā)力度、拓展營銷渠道、加大品牌推廣、健全加盟網(wǎng)絡(luò)和體系建設(shè)進行市場營銷的保障。
[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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F719.3

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