都匀毛尖茶市场营销之路综述.docxVIP

都匀毛尖茶市场营销之路分析摘要得益于生态保持良好的地理环境,都匀毛尖就是产自黔南这种原生态的生态、气候、地质条件下,是地地道道的绿色茶、生态茶、原生茶、健康茶。都匀毛尖茶是中国十大名茶之一,但在全国范围来看,与其它的位于全国前列的名茶相比,都匀毛尖的市场份额仍然处于相对劣势地位。而且目前的市场上出现非常多的茶叶品牌,形成茶叶市场竞争愈演愈烈的局面。近年来都匀毛尖市场消费虽呈上升趋势,但营销方式落后等问题制约了其发展。因此,从分析都匀毛尖茶的市场特性出发,对都匀毛尖茶市场营销进行分析,找出其问题所在,给出了符合都匀毛尖茶叶品牌发展的市场营销建议,并借此提高都匀毛尖的市场占有率。本文写作过程中采用了实地调查法，去到贵州当地对都匀毛尖的消费者、经销商和生产商进行访谈。经过查阅相关资料，并收集整理进行SWOT分析，结合市场营销知识和贵州都匀毛尖茶的实际情况提出了都匀毛尖在市场营销应注意的问题和建议。关键字：都匀毛尖绿茶品牌市场营销策略AbstractThanks to the ecological conservation and good geographical environment, DuyunMaojian tea is produced from the original ecology of Qiannan the ecological, climatic, geological conditions, is the real green tea, ecological tea, native tea, health tea. DuyunMaojian tea is one of the ten famous teas of China, but in the nationwide, compared with others in the forefront of the countrys tea, DuyunMaojian tea market share still in disadvantage. And the current market, there are a lot of tea brand, the formation of the competition in the tea market is becoming more and more fierce. In recent years, TuyunMaojian tea consumption market is an upward trend, but the marketing way behind problems restricting its development. Therefore, from the analysis of the characteristics of DuyunMaojian tea market of the DuyunMaojian tea marketing analysis, to find out where the problem lies, is given with DuyunMaojian tea brand marketing proposal, and thereby improve the DuyunMaojian tea market share. In the process of writing this article, using the field investigation method, go to the local area in GuizhouDuyunMaojian tea consumers, dealers and manufacturers were interviewed. Through access to relevant information and collect finishing SWOT analysis, combined with the actual situation of marketing knowledge and GuizhouDuyunMaojian tea DuyunMaojian tea in the market marketing should pay attention to the problems and suggestions are put forward.Key words:TuyunMaojian；Green Tea； brand； marketing；strategy前言国家市场经济不断发展，各种商品市场化越来越高，商家们采用的营销手段越来越科学专业。都匀毛尖作为一个地方特色代表茶叶品牌，想要在当今市