二、开展混合茉莉花茶项目的市场分析.docxVIP

花香茉莉 茶满榕城—— 混合茉莉花茶网络营销 PAGE \* MERGEFORMAT44 第四届建行“e路通”杯2010全国大学生网络商务创新应用大赛 Mix茉莉花茶，Max你的生活 —— 混合茉莉花茶网络营销 参赛主题：网络营销与策划主题赛 参赛团队：福州大学 福如东海团队 团队成员：章文 吴丽梅 王君 目 录 项目简介 1. 选题背景·············································4 (1)我国茶叶以及福建茉莉花茶的历史··················5 (2)混合茉莉花茶的独特魅力··························5 2.混合茉莉花茶项目简介································· 6 3.混合茉莉花茶项目网络营销可行性························7 (1)网络营销的优势··································8 (2)网络营销的劣势··································9 混合茉莉花茶项目的市场分析 1.我国茉莉花茶行业分析·································10 2.福州茉莉花茶行业分析·································12 3.混合茉莉花茶项目发展的有利条件·······················13 4.混合茉莉花茶项目发展的市场潜力······················ 14 5.SWOT分析···········································16 6.混合茉莉花茶市场STP分析·····························17 7.混合茉莉花茶市场4P分析······························21 三、混合茉莉花茶网络营销方案 1.混合茉莉花茶项目的营销理念···························24 2.营销理念的具体诠释···································24 四、混合茉莉花茶项目的网络推广 1.混合茉莉花茶网络营销对策·····························25 2.混合茉莉花茶网络营销实施策略·························26 五、 HYPERLINK \l 财务分析 财务分析 1.股本结构·············································32 2. HYPERLINK \l 资金来源与运用 资金来源与运用·······································32 3. HYPERLINK \l 财务报表 财务报表·············································33 4. HYPERLINK \l 投资回报 投资回报·············································33 5. HYPERLINK \l 潜力分析 潜力分析·············································34 HYPERLINK \l _top 六、项目风险与控制 1.市场风险·············································34 2.宣传与销售手段的弊端带来的影响·······················35 3.销售市场的物价水平的影响·····························35 4.消费对象的不稳定性的影响·····························35 附录一 混合茉莉花茶项目消费者问卷调查 ··························37 附录二 问卷调查数据统计及分析·······························39 附录三 产品试卖宣传单·······································44 一、项目简介 1. 选题背景 近些年来，随着亲近自然、健康生活、追求个性的生活理念悄然兴起，茶作为一种传统饮料，受到的关注度越来越高，2009年5月,农业部办公厅发布全国茶叶重点区域发展规划(2009-2015年)指出,茶叶已经成为全球性的天然饮料,消费量一直