本文選題：凌丹茶葉店　切入點(diǎn)：茶葉經(jīng)營(yíng)　出處：《上海交通大學(xué)》2008年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：本文源于上海市徐匯區(qū)凌丹茶葉店的實(shí)際經(jīng)營(yíng),目的為了解決茶店的營(yíng)銷(xiāo)問(wèn)題。凌丹茶葉店自開(kāi)張以來(lái),前來(lái)喝茶問(wèn)座的客人不少,買(mǎi)茶葉的卻不多;股東們預(yù)備籌建投資管理公司,以連鎖擴(kuò)張實(shí)現(xiàn)規(guī)模效應(yīng)。公司需要設(shè)計(jì)一個(gè)務(wù)實(shí)的營(yíng)銷(xiāo)方案。 作者通過(guò)參與投資管理凌丹茶葉店,掌握了茶店經(jīng)營(yíng)的客觀數(shù)據(jù),獲得了相關(guān)的實(shí)踐經(jīng)驗(yàn)。針對(duì)新公司的營(yíng)銷(xiāo)要求,作者選擇了《凌丹茶葉店的營(yíng)銷(xiāo)戰(zhàn)略和策略研究》這個(gè)課題,開(kāi)展具體工作。 本文分析了茶業(yè)的宏觀環(huán)境、茶葉零售行業(yè)環(huán)境、茶葉的消費(fèi)者特征、茶葉經(jīng)營(yíng)的競(jìng)爭(zhēng)者、凌丹茶葉店的自身資源等內(nèi)外部環(huán)境。在此基礎(chǔ)上,研究了茶店市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、市場(chǎng)定位、品牌規(guī)劃、店鋪選址等營(yíng)銷(xiāo)戰(zhàn)略,茶葉供應(yīng)鏈、產(chǎn)品組合、特許加盟、聯(lián)合營(yíng)銷(xiāo)、會(huì)員制營(yíng)銷(xiāo)、廣告與促銷(xiāo)、事件營(yíng)銷(xiāo)、增值服務(wù)、禮品茶的包裝等一系列營(yíng)銷(xiāo)策略,營(yíng)銷(xiāo)風(fēng)險(xiǎn)分析及應(yīng)對(duì)策略等內(nèi)容。 本文認(rèn)為,茶店消費(fèi)者的體驗(yàn)需求、茶店?duì)I銷(xiāo)的渠道特色、茶文化營(yíng)銷(xiāo)的和諧本質(zhì),引領(lǐng)著本企業(yè)的營(yíng)銷(xiāo)方向,作者據(jù)此為凌丹茶葉店的營(yíng)銷(xiāo)提出了相應(yīng)的營(yíng)銷(xiāo)戰(zhàn)略和具體策略。希望藉此研究,深入探索茶店的營(yíng)銷(xiāo)工作,或能指導(dǎo)自身連鎖事業(yè)的經(jīng)營(yíng)實(shí)踐。
[Abstract]:This article originates from the actual operation of Lingdan tea shop in Xuhui District, Shanghai, in order to solve the marketing problem of tea shop. Shareholders are preparing to set up an investment management company to achieve scale effects through chain expansion. The company needs to design a pragmatic marketing plan. By participating in the investment management of Lingdan tea shop, the author grasps the objective data of tea shop management, obtains relevant practical experience, and aims at the marketing requirements of the new company. The author chooses the research of marketing strategy and strategy of Lingdan tea shop to carry out concrete work. This paper analyzes the internal and external environment of tea industry, such as the macro environment of tea industry, the environment of tea retail industry, the characteristics of tea consumers, the competitors of tea management, the resources of Lingdan tea shop, etc. On this basis, the market segmentation of tea shop is studied. Target market selection, market positioning, brand planning, store location and other marketing strategies, tea supply chain, product portfolio, franchise, joint marketing, membership marketing, advertising and promotion, event marketing, value-added services, etc. Gift tea packaging and a series of marketing strategies, marketing risk analysis and coping strategies. This paper holds that the experience needs of tea shop consumers, the channel characteristics of tea shop marketing, and the harmonious nature of tea culture marketing lead the marketing direction of this enterprise. The author puts forward the corresponding marketing strategy and concrete strategy for the marketing of Lingdan tea shop, and hopes that the research can be used to explore the marketing work of tea shop in depth, or to guide the business practice of its own chain enterprise.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F274;F721

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本文編號(hào)：1629231