近几年来，中药、养生的概念逐渐深入人心，市场前景被一致看好。大型的中药 养生茶饮生产企业在企业规模、生产技术、产品品质上具有优势，但 在产品营销、市 场拓展、品牌影响等方面尚欠缺，导致企业利润增长速度慢，发展速度受限。现在社 会上大量的资金正不断进入到中药养生茶饮行业，以低价进行竞争，造成中 药养生茶 饮产品中低端市场的竞争十分激烈，但在高端产品市场上又缺乏产品的深度开拓。只 有研究出适合自身发展的营销策略才能在激烈的市场竞争中取得胜利，使企业尽可 能 大的获得市场份额，成为中药养生茶饮行业中的佼佼者。 本文的第一章和第二章主要是解析市场营销与中药养生茶饮的相关概念，第三章 是分析A公司的营销现状，第四章是 通过宏、微观两方面对A公司进行分析发现该公 司在产品营销上存在的问题，第五章是对A公司提出营销策略。本文通过市场营销组 合理论、理论及营销环境分析方法的运用，对A 公司中药养生茶饮产品营销策略进行 研究。通过研究得出公司现所处的市场环境竞争激烈，产品同质化严重，在现有的市 场中A公司优势越来越不明显，A公司中药养生茶饮产品 营销进入瓶颈，利润率不断 降低。本文建议公司通过市场细分、新目标市场的选择，新产品重新定位来开创另一 片蓝海。解决A公司中药养生茶饮产品存在的品种繁多、消费者难 以选择，区域价格 相差大，不易掌控销售渠道缺乏有效管理促销力度不够，内容缺乏创意等营销问题。 提出A公司中药养生茶饮产品新的营销策略。使A公司摆脱现有的竞争模式 、改变现 有的营销策略，在新的市场开创另一个新天地。 关键词：中药养生茶饮； 产品营销策略； STP V Research on Product Marketing Strategy of A Traditional Chinese Medicine Health-preserving Tea Drink Co., Ltd Abstract In In recent years, the concept of traditional Chinese medicine and health care has gradually become deeply rooted in the hearts of the people, and the market prospects have been unanimously optimistic. The large-scale production enterprises of traditional Chinese medicine health tea have advantages in enterprise scale, production technology, and product quality, but they are still lacking in product marketing, market development, and brand influence, resulting in slow profit growth and limited development speed. At present, a large amount of funds in the society are constantly entering the traditional Chinese medicine health tea industry, and compete at low prices, resulting in fierce competition in the low-end market of traditional Chinese medicine health tea products, but there is a lack of in-depth development of products in the high-end product market. Only by developing marketing strategies suitable for their own development can they win in the fierce market competition, so that enterprises can gain as much market share as possible, and become the leader in the herbal tea industry. The first and second chapters of this article are mainly to analyze the concepts of marketing and herbal tea drinking. The third chapter is to analyze the current marketing situation of A company. The fourth chapter is to analyze A company through macro and microscopic aspects. Discover the existing problems in product marketing. The fifth chapter is to put forward the marketing strategy to A company. Through the application of marketing combination theory, theory and marketing environment analysis method, this paper studies the marketing strategy of A company's traditional Chinese medicine health tea products. Through the study, it is concluded that the market environment in which the company is now in fierce competition, the product homogenization is serious, and the advantages of A company are less and less obvious in the current market. The marketing of A company's traditional Chinese medicine health tea products has entered a bottleneck, and the profit margin has been continuously reduced. This article suggests that the company through market segmentation, new target market choice, new product repositioning to create another blue sea. Solve a company Chinese medicine health tea products exist many varieties, consumers are difficult to choose, regional prices vary greatly, not easy to control sales channels lack effective management promotion, content lack creative marketing issues. Propose a new marketing strategy of A company's traditional Chinese medicine health tea drinking products. Get Company A out of its current competitive mode, change its current marketing strategy, and create another new market in the new market. Key wards: Chinese medicine health tea; product marketing strategy; STP VI 目 录 中文摘 要 .................................................................................................................................................... IV Abstract..................................................................................................................................................... ... V 第一章 绪论 ................................................................................................................................................ 1 1.1 研究目 的和意义 .......................................................................................................................... 1 1.1.1 研究目的 .......................................................................................................................... 1 1.1.2 研究意义 .......................................................................................................................... 1 1.2 国内外研究现状 .......................................................................................................................... 1 1.2.1 国外研究现状 .................................................................................................................. 1 1.2.2 国内研究现状 .................................................................................................................. 2 1.2.3 国内外研究评述 .............................................................................................................. 3 1.3 研究目标与内容 .......................................................................................................................... 3 1.3.1 研究目标 .......................................................................................................................... 3 1.3.2 研究内容 .......................................................................................................................... 4 第二章 相关概念界定及理论 .................................................................................................................... 5 2.1 相关概念界定 .............................................................................................................................. 5 2.1.1市场营销理论 ................................................................................................................... 5 2.1.2 中药养生茶饮 .................................................................................................................. 7 2.2 相关理论 ...................................................................................................................................... 7 2.2.1 宏观营销环境分 析 .......................................................................................................... 7 2.2.2 微观环境分析 .................................................................................................................. 8 2.2.3 STP战略 ........................................................................................................................... 8 第三章 A公司中药养生茶饮产品营 销现状分析 .................................................................................. 10 3.1 A公司中药养生茶饮产品简介 ................................................................................................. 10 3.2 A公司中药养生茶饮产品营销现状 ......................................................................................... 11 3.2.1 产品 ................................................................................................................................ 11 3.2.2 价格 ..