山花牌茉莉花茶销售战略11.28.docVIP

广西大学 毕业论文 题目：山花牌茉莉花茶品牌营销策略探讨 学 部： 专 业： 工商管理 班 级： 学 号： 学生姓名： 指导教师： 2011年 月 摘要 近年来，政府重视和业界关注使茉莉花茶重新回到人们的视野。自从广西横县举办茉莉花节以来，广西横县茉莉花产量达到全国总产量的80%以上，占世界总产量的60%，已发展成为全国最大的茉莉花和花茶生产加工基地.，越来越多的人知道茉莉花茶这种饮料，由于茉莉花茶和其他茶叶一样，企业对品牌形象的推广并不重视，消费者几乎是买了茉莉花茶才知道某个品牌，甚至于买了茉莉花茶也对品牌没有印象，更不是想起某个品牌才去买茉莉花茶，因而消费者始终认为“还是那个茉莉花茶”，就算茶企对产品有了更新，品牌的重塑和推广的滞后也让消费者难以获得品牌新形象。由于茉莉花茶市场入行门槛低，生产加工企业众多，市场比较混乱，为了抢占市场份额，各个企业是各施招数，各种营销方式层出不穷。如何在这个门槛低，市场混乱的行业里做大做强，本文就以横县茉莉花产生产加工企业中比较出名的山花牌茉莉花茶如何运用品牌营销策略把市场份额做大做强进行了探讨，首先分析了产品现有营销状态，接着分析了品牌营销中存在的问题，最后提供了修改后的营销策略，供企业管理者参考。 关键词：山花牌； 茉莉花茶； 品牌营销策略 Abstract In recent years, jasmine back to people‘s sight because the government and enterprises care , Since Heng county of Guangxi Zhuang Autonomous Region holds jasmine flower festival , the jasmine production reached more than 80% of national output, accounting for 60% of world production, and Heng county has became the most important jasmine flower and jasmine tea’s product base. More and more people know jasmine tea, Because of the same problem, enterprises does not attach importance to Brand familiarity, The consumer knows the brand when they buy jasmine tea, but have no impression to the brand, Even if the product has had renewal, the consumer also is difficult to gain the new image of the brand, Because of the market confusion, in order to seize market share, many processing enterprises try to promote their own the product with many kind tricks. how to expand the market share is discussed, First of all, the paper analysis expand market share of the product, followed by analysis marketing problems, and finally provide a revised marketing strategy for the business manager for reference.Keywords: “Shanchahua” brand; Jasmine tea; Brand marketing 目 录 前 言 一、课题相关内容………………………………………………………………1 （一）选题的背景………………………………………………………………1 （二）研究的目的与意义………………………………………………………2 （三）文献回顾…………………………………………………………………2 （四）研究的内容与方法………………………………………………………4 （五）研究的创新之处…