【摘要】：近年來，養(yǎng)生保健得觀念日趨深入人心，所以白茶等可以貯藏得老茶因為其特有的保健價值和收藏價值而越來越受到消費者的青睞。隨著白茶被越來越多的消費者所了解并喜愛，白茶的價格在近年也出現(xiàn)大幅度上漲。就目前市場行情來看，白茶尚屬小眾產(chǎn)品，價格比較合理。如果能夠抓住市場的機遇，有效的整合各種資源，投資以白茶為主的老茶會取得比較好的投資回報，但是如果想在茶市這個傳統(tǒng)市場中脫穎而出又必須在營銷上體現(xiàn)差異化，走一條別人沒走過的新路。 本論文是一篇商業(yè)計劃書，討論如何把握這個商機，，以全新的營銷方式來獲得投資回報。本論文介紹了產(chǎn)品和營銷理念，論述了準備運作的商業(yè)模式，從市場現(xiàn)狀分析了行業(yè)及市場的發(fā)展趨勢，從融資和投資回報率分析進行了未來收益的預(yù)估。以“存老茶，喝新茶”，“茶窖投資，理財新途徑”等理念作為引導(dǎo)，設(shè)計了出全新體驗式營銷模式，目前該模式在本地（長春市）市場尚無先例。論文中也就可能出現(xiàn)的風險進行了分析，提出了六種最主要的潛在風險，并針對每一種風險做出了應(yīng)對策略。 本文應(yīng)用了SWOT分析，市場分析，定價策略，營銷管理等管理學知識和相應(yīng)的工具，在此基礎(chǔ)上緊密聯(lián)系市場實際，以具有較大市場潛力的產(chǎn)品—白茶，作為理論分析的落腳點，也以此為其他老茶產(chǎn)品的營銷提供可借鑒的理論和和啟發(fā)。
[Abstract]:In recent years, the concept of health care has become more and more popular, so white tea can be stored in old tea because of its unique health care value and collection value, which is more and more popular among consumers. As white tea is known and loved by more and more consumers, the price of white tea has risen sharply in recent years. In the current market, white tea is still a niche product, the price is more reasonable. If you can seize the opportunity of the market, effectively integrate all kinds of resources, and invest in the old tea with white tea as the main source, you will get a better return on investment. However, if you want to stand out in this traditional market of tea, you have to reflect the difference in marketing. Take a new road that no one else has ever walked. This paper is a business plan to discuss how to grasp this business opportunity and achieve return on investment in a new marketing way. This paper introduces the concept of product and marketing, discusses the business model of preparation operation, analyzes the development trend of the industry and market from the current market situation, and forecasts the future income from the analysis of the return on financing and investment. Guided by the concepts of "storing old tea, drinking new tea", "investing in tea cellar, new ways of managing financial affairs", a new experiential marketing model is designed. At present, there is no precedent for this model in the local (Changchun) market. In this paper, the possible risks are analyzed, six main potential risks are put forward, and corresponding strategies are made for each risk. This paper applies management knowledge and tools such as SWOT analysis, market analysis, pricing strategy, marketing management and so on. On the basis of this, the white tea, which has a great market potential, is closely linked to the market practice, as the foothold of theoretical analysis. Also for the marketing of other old tea products to provide reference theory and inspiration.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.8;F274

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1 趙霄雄;老茶營銷新模式—茶窖投資創(chuàng)業(yè)計劃書[D];吉林大學;2014年

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