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MBA硕士毕业论文_西怡泽茯茶公司市场营销策略研究PDF

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II 论文题目:陕西怡泽茯茶公司市场营销策略研究 专业:工商管理 硕士生:武旭(签名) 导师:苟三勇(签名) 摘要 茯茶作为中国传统茶品之一,有着悠久的发展历史。近年来,随着人民生活水平的 提高和对健康养生的关注,茯茶作为一种传统、环保而又健康的绿色饮品越来越被消费 者所重视。作为中国茯茶产业重要代表的陕西泾阳茯茶也迎来了新的发展机遇。但是, 随着国际、国内茶品市场竞争的日趋激烈,陕西泾阳茯茶不仅面临着绿茶、红茶等其它 茶品的竞争,而且,同行业间的竞争也初见端倪。 陕西怡泽茯茶有限公司作为陕西泾阳地区一家有代表性的茯茶生产企业,资本雄厚、 实力不凡,近年来生产能力不断提升,产品也受到消费者的青睐,销售收入逐年增加。 但是,通过实际调研和对消费者的问卷调查来看,陕西怡泽茯茶公司在实际的市场营销 中还存在诸多问题:如营销方式落后、品牌意识不强、产品竞争力弱、定价机制简易、 销售渠道狭窄以及促销宣传不足等等。这些问题的存在导致了该公司在激烈的市场竞争 中处于劣势地位,也一定程度上阻碍了公司的健康发展。怡泽茯茶公司需要从传统销售 向现代营销的深刻转变,从而实现自身的市场营销策略创新,以便能抓住机遇,扩大市 场份额。 针对该公司目前市场营销策略中存在的各种问题,本文在PEST、五力分析、SWOT 分析的基础上,基于STP分析的框架对怡泽公司的茯茶产品重新进行了市场细分、目标 市场选择和市场定位;并从产品、价格、渠道和促销等四个方面提出了增加产品形式种 类、更新产品形制包装、差异化定价、优化网络销售渠道、完善现代网络促销方式等思 路和建议,旨在补充和完善怡泽茯茶有限公司的市场营销策略,帮助企业在激烈的市场 竞争中取得优势。同时,为保证该公司的市场营销策略能落到实地,本文也根据公司的 实际情况,从公司组织和制度两个方面提出了建议:提高对市场营销的重视、加大营销 的财务支持、优化重组市场营销团队、建立人才培训体系、工作汇报制度和员工激励机 制、建立以消费者为中心的产品供应体系等等的保障措施,以期为该公司市场营销策略 的具体实施保驾护航。 关键词:营销策略;茯茶;怡泽茯茶有限公司;陕西 英文摘要 III Subject:ResearchonmarketingstrategyofShaanxiYizeFuteacompany Speciality:BusinessAdministration Name:WuXu(signature) Instructor:GouSanyong(signature) ABSTRACT AsoneofthetraditionalChineseteaproducts,Futeahasalonghistoryofdevelopment. Inrecentyears,withtheimprovementofpeople'slivingstandardsandtheconcernforhealth preservation,Futeahasbeenpaidmoreandmoreattentionbyconsumersasatraditional, environmentallyfriendlyandhealthygreendrink.AsanimportantrepresentativeofChina's Futeaindustry,ShaanxiJingyangFuTeaalsousheredinnewdevelopmentopportunities. However,withtheincreasinglyfiercecompetitionintheinternationalanddomestictea markets,ShaanxiJingyangFuteanotonlyfacescompetitionfromotherteaproductssuchas greenteaandblacktea,butalsocompetitioninthesameindustryhasbeguntotakeshape. AsarepresentativeFuteamanufacturerinJingyangarea,ShaanxiYizeFuTeaCo.,Ltd. hasstrongcapitalandextraordinarystrength.Inrecentyears,itsproductioncapacityhasbeen continuouslyimproved,itsproductshavealsobeenfavoredbyconsumers,andsalesrevenue hasincreasedyearbyyear.However,throughactualresearchandconsumerquestionnaire surveys,Yizecompanyhasmanyproblemsinactualmarketing:suchasbackwardmarketing methods,weakbrandawareness,weakproductcompetitiveness,simplepricingmechanism, narrowsaleschannels,andinsufficientpromotionandpublicity.Theexistenceofthese problemscausedthecompanytobeinadisadvantagedpositioninthefiercemarket competition,andtoacertainextenthinderedthecompany'shealthydevelopment.Yize companyneedsaprofoundtransformationfromtraditionalsalestomodernmarketing,soasto realizeitsownmarketingstrategyinnovationinordertoseizeopportunitiesandexpand marketshare. Inviewofthevariousproblemsexistinginthecompany’scurrentmarketingstrategy, thisarticle,basedonPEST,FiveForcesanalysis,SWOTanalysis,andtheframeworkofSTP analysis,themarketsegmentation,targetmarketselectionandmarketpositioningofYize'sFu teaproductswerere-made;andputforwardideasandsuggestionsfromthefouraspectsof product,price,channelandpromotion,suchasincreasingproducttypes,updatingproduct shapeandpackaging,differentiatedpricing,optimizingonlinesaleschannels,andimproving modernonlinesalespromotionmethods.Insupplementingandperfectingthemarketing strategyofYizeFuTeaCo.,Ltd.,ithelpsenterprisesgainadvantagesinthefiercemarket competition.Atthesametime,inordertoensurethatthecompany’smarketingstrategycan 英文摘要 IV beimplemented,thisarticlealsoputsforwardrecommendationsfromtwoaspectsofthe company’sorganizationandsystembasedonthecompany’sactualsituation:increasethe importanceofmarketing,increasemarketingfinancialsupport,andoptimizeReorganizethe marketingteam,establishatalenttrainingsystem,workreportingsystemandemployee incentivemechanism,andestablishaconsumer-centricproductsupplysystem,etc.,inorderto escortthecompany'sspecificimplementationofmarketingstrategies. Keywords:Themarketingstrategy;Futea;YizeFuTeaCo.,Ltd.;Shaanxi 目录 V 目录 第一章绪论................................................................................................................................1 1.1研究背景........................................................................................................................1 1.2研究目的和意义............................................................................................................2 1.3国内外研究现状............................................................................................................2 1.3.1国外研究现状.....................................................................................................2 1.3.2国内研究现状.....................................................................................................5 1.4研究内容和方法............................................................................................................7 1.4.1研究内容.............................................................................................................7 1.4.2研究方法.............................................................................................................8 第二章相关概念与理论概述....................................................................................................9 2.1市场营销相关概念........................................................................................................9 2.1.1市场和市场营销.................................................................................................9 2.1.2市场营销策略.....................................................................................................9 2.2市场营销相关理论......................................................................................................10 2.2.1STP理论...........................................................................................................10 2.2.24Ps营销理论....................................................................................................11 2.3外部环境分析..............................................................................................................11 2.3.1PEST分析法....................................................................................................11 2.3.2波特五力模型...................................................................................................12 2.3.3SWOT分析法..................................................................................................14 第三章陕西怡泽茯茶有限公司市场营销现状及问题分析..................................................15 3.1陕西怡泽茯茶有限公司概况......................................................................................15 3.1.1公司基本情况...................................................................................................15 3.1.2公司组织结构...................................................................................................16 3.1.3公司产品介绍...................................................................................................17 3.2陕西怡泽茯茶有限公司市场营销策略的现状调查与分析......................................17 3.2.1调查问卷的收集与检验..................................................................................17 3.2.2陕西怡泽茯茶有限公司市场营销策略现状分析.......................