發(fā)布時(shí)間：2018-01-16 18:44

  本文關(guān)鍵詞：青島萬里江茶業(yè)有限公司營銷策略研究　出處：《西安理工大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 茶葉產(chǎn)品 目標(biāo)市場 營銷策略

【摘要】： 隨著國家繼續(xù)加大對茶葉生產(chǎn)的扶持力度和采取這系列的綠色農(nóng)業(yè)、旅游農(nóng)業(yè)等政策,茶葉行業(yè)的生產(chǎn)得到了迅速發(fā)展。青島萬里江茶業(yè)有限公司作為一家集種植、科研、加工、銷售及旅游服務(wù)于一體的大型現(xiàn)代化茶場,由于市場營銷觀念和營銷策略存在問題,公司的發(fā)展遇到了瓶頸。 論文在收集大量資料和探討相關(guān)市場營銷管理理論的基礎(chǔ)上,首先對青島萬里江茶業(yè)有限公司的內(nèi)部環(huán)境進(jìn)行了分析,著重從公司組織結(jié)構(gòu)、管理狀況、資源狀況、研究開發(fā)能力、產(chǎn)品結(jié)構(gòu)和市場營銷狀況等方面進(jìn)行了內(nèi)部資源條件和營銷管理現(xiàn)狀分析,其次從人口環(huán)境、經(jīng)濟(jì)環(huán)境、技術(shù)環(huán)境、法律政治環(huán)境、自然環(huán)境、社會(huì)文化環(huán)境和經(jīng)濟(jì)全球化環(huán)境等企業(yè)宏觀和茶葉產(chǎn)品行業(yè)市場、消費(fèi)者行為、茶葉市場競爭者行為等微觀環(huán)境對.萬里江公司的外部環(huán)境進(jìn)行了分析；接著,在此基礎(chǔ)上,詳細(xì)分析了公司面臨的機(jī)遇和挑戰(zhàn)及具有的優(yōu)勢、劣勢；然后,進(jìn)行了萬里江茶業(yè)有限公司目標(biāo)市場開發(fā)現(xiàn)狀、營銷產(chǎn)品策略現(xiàn)狀、公司價(jià)格策略現(xiàn)狀、公司促銷策略現(xiàn)狀、公司分銷渠道策略現(xiàn)狀的調(diào)查和現(xiàn)狀分析,并在總結(jié)營銷管理現(xiàn)狀的前提下,指出公司市場營銷存在的主要問題。再次,針對萬里江公司市場營銷現(xiàn)狀和針對存在的主要問題,運(yùn)用營銷管理理論,從企業(yè)可持續(xù)發(fā)展的戰(zhàn)略角度出發(fā),進(jìn)行了適合企業(yè)切實(shí)可行的營銷方案改進(jìn)設(shè)計(jì),包括運(yùn)用定性與定量結(jié)合的方法從市場供給和需求分析和目標(biāo)消費(fèi)群體分析出發(fā)進(jìn)行了萬里江公司目標(biāo)市場選擇和產(chǎn)品定位,設(shè)計(jì)了產(chǎn)品組合、包裝、開發(fā)和品牌等營銷產(chǎn)品策略；討論了產(chǎn)品價(jià)格制定策略和管理策略,從人員、廣告、公共關(guān)系、銷售促進(jìn)等方面為萬里江公司制定了產(chǎn)品促銷策略,并在最后從萬里江公司渠道的建立與管理、長度選擇、寬度選擇、成員管理和終端營銷力構(gòu)建等方面完成了產(chǎn)品渠道策略設(shè)計(jì)。 最后,論文提出了營銷觀念更新保證、營銷組織革新保證、營銷資金到位保證、人員素質(zhì)提高保證、實(shí)施客戶關(guān)系管理等方面相關(guān)改進(jìn)方法、對策和實(shí)施建議。
[Abstract]:As the country continues to increase support for tea production and adopt this series of green agriculture, tourism agriculture and other policies. The production of tea industry has developed rapidly. Qingdao Wanlijiang Tea Industry Co., Ltd. is a large-scale modern tea house which integrates planting, scientific research, processing, sales and tourism services. Due to the marketing concept and marketing strategy problems, the development of the company encountered a bottleneck. On the basis of collecting a large amount of data and discussing the relevant marketing management theory, this paper first analyzes the internal environment of Qingdao Wanlijiang Tea Industry Co., Ltd., focusing on the organizational structure and management situation of the company. The internal resource condition and marketing management status are analyzed in the aspects of resource status, research and development ability, product structure and marketing situation. Secondly, the population environment, economic environment, technology environment, legal and political environment are analyzed. Natural environment, social and cultural environment and economic globalization environment and so on enterprise macroscopic and tea product industry market, consumer behavior. The external environment of Wanlijiang Company is analyzed in the microcosmic environment, such as the behavior of competitors in tea market. Then, on this basis, the paper analyzes the opportunities and challenges faced by the company in detail, as well as the strengths and weaknesses of the company. Then, carried on the Wanlijiang Tea Co., Ltd. target market development situation, marketing product strategy status quo, the company price strategy status quo, the company promotion strategy present situation, the company distribution channel strategy present situation investigation and the present situation analysis. And on the premise of summarizing the current situation of marketing management, this paper points out the main problems in the marketing of the company. Thirdly, aiming at the current marketing situation of Wanlijiang Company and the main problems, the author applies the theory of marketing management. From the strategic point of view of the sustainable development of the enterprise, the paper carries on the feasible marketing scheme improvement design suitable for the enterprise. Including the use of qualitative and quantitative methods from the market supply and demand analysis and target consumer group analysis of the target market selection and product positioning, design product combination, packaging. Develop and brand marketing product strategy; Discussed the product price formulation strategy and the management strategy, from the personnel, the advertisement, the public relations, the sales promotion and so on has formulated the product promotion strategy for the Wanlijiang company. Finally, the product channel strategy design is completed from the aspects of the establishment and management, length selection, width selection, member management and terminal marketing power construction of Wanlijiang Company. Finally, the paper puts forward some related improvement methods, such as the renewal of marketing concept, the innovation of marketing organization, the guarantee of marketing funds, the improvement of personnel quality, the implementation of customer relationship management and so on. Countermeasures and implementation suggestions.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274;F426.82

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