格调花草茶品牌营销策划方案.pdfVIP

格调花草茶品牌概念会所进入重庆市场企划营销策划 格调花草茶品牌概念会所 2015 年重庆地区 营 销 策 划 书 重庆逗号科技有限公司 一花一世界，格调花草茶品牌概念会所进入重庆市场企划营销策划 前言 在中国，茶文化渊远流长，中国人也一直有喝茶的习惯，在历史上，茶也是 中国的一种象征。就目前而言，中国茶文化已经形成了一种模式，甚至繁衍出以 茶为基调的人文艺术、茶具艺术等。品茶论道不仅是文人雅士的高尚行为，更是 广大人民群众喜爱的一种生活方式。 而如今，随着世界文化多元化，“地球村”等概念的深入人心，经济的飞速 发展，人们生活水平大幅度提高，仅仅是饮中国传统茶已经远远不能满足人们的 需求。 人们不单单要求味觉上的多重刺激，也要求视觉等多种感官的结合。这就要 求生产者和销售者给予人们更为丰富的多样的选择。 这时，我们看到了她——花草茶。 然而在中国，大多数人仍然保持着喝传统茶的习惯，虽然很多人已经开始认 识并逐渐了解她，人们只是随心的尝试性的或者随机性的买点花草茶干品回家泡 着喝。还没有形成独特的花草茶的特定文化，没有真正有品位和鲜明特色的花草 茶饮品店，更没有一个品牌化，引领时尚消费潮流的花草茶品牌概念店。所以针 对这个市场空白及消费者对未来的饮料的选择需求，我们决定以开办一个花草茶 形象品牌概念会所这样的专业店为我们的策划项目。 1 一花一世界，格调花草茶品牌概念会所进入重庆市场企划营销策划 目录 前言····································································1 一、市场分析······························································2 （一）、产品分析···························································2 （二）、环境分析···························································4 1、经济环境·····························································4 2、文化环境·····························································5 3、政策环境·····························································5 4、行业现状分析·························································5 5、区域业态总体分析·····················································6 6、市场容量分析·························································9 （三）、花草茶专业店SWOT 分析··············································9 （四）、消费者行为分析·····················································10 （五）、竞争对手分析·······················································10 （六）、项目进入市场的障碍·····················