某奶茶促销策略的研究课程.doc

摘 要 随着我国市场经济的不断深化，企业的营销水平也在不断提高，促销已成为我国众多厂商应对激烈商战的常规市场营销工具。它以其灵活、快速、经济、有效的特有魅力，正日益受到企业的普遍关注，并在企业整体营销战略规划中发挥着重要的作用。 促销加快了新产品进入市场的速度，企业运用它有效的抵御和击败竞争对手，保持市场份额和市场优势，通过销量增长来协助实现产品及其相关联产品的市场发展或者市场退出。企业借助促销不仅增强了与消费者的沟通，引导消费者的购买行为，还可以引导中间商的经营行为，实现双方的长期合作。同时通过促销活动可以强化企业内部销售人员的管理，挖掘其销售潜力。 本文从市场营销学原理和方法入手，以统一企业的阿萨姆奶茶为例，通过市场调查，了解阿萨姆奶茶上市一年多以来的实际销售情况，对其营销环境、营销策略和促销策略等进行了分析，发现阿萨姆奶茶在上市一年多里虽然采取了揭盖有奖、明星代言、校园代理、铺货、电视广告等一系列的促销活动，但销量仍然欠佳，在消费者心中的知名度也不高。本文针对阿萨姆奶茶促销现状中存在的问题提出了一些优化方案，对统一企业改进阿萨姆奶茶促销方式具有一定的参考价值。 【关键词】阿萨姆奶茶 营销策略 促销策略  ABSTRACT With the deepening of China's market economy, enterprises marketing level continues to improve, sales have become fierce business competition for China's large manufacturers of conventional marketing tools. It for its flexible, fast, affordable, effective and unique charm, is increasingly widespread concern of corporate and enterprise planning plays an important role in the overall marketing strategy. Promotion to speed up the pace of new products entering the market, applying it effectively against and beat the competition, maintain market share and market advantage through sales growth to help achieve product market development and its associated products or exit the market. Enterprises with sales not only enhances communication with consumers, lead consumers ' buying behavior, you can also boot broker's conduct, implement long-term cooperation between the two sides. Through promotions can enhance enterprise inside sales management, mining its sales potential. This from market marketing learn principle and method start, to Unified Enterprise of Assam tea for cases, by market investigation, understanding Assam tea listed a years of actual sales situation, on its marketing environment, and marketing policy and promotions status, for has analysis, found Assam tea in listed a years in although take has opening cover award-winning, and star endorsements, and campus agent, and shop cargo, and TV advertising, series of promotions activities, but sa