凌丹茶叶店的营销战略和策略研究-工商管理专业论文.docxVIP

凌丹茶叶店的营销战略和策略研究 摘 要 本文源于上海市徐汇区凌丹茶叶店的实际经营，目的为了解决茶店 的营销问题。凌丹茶叶店自开张以来，前来喝茶问座的客人不少，买茶 叶的却不多；股东们预备筹建投资管理公司，以连锁扩张实现规模效应。 公司需要设计一个务实的营销方案。 作者通过参与投资管理凌丹茶叶店，掌握了茶店经营的客观数据， 获得了相关的实践经验。针对新公司的营销要求，作者选择了《凌丹茶 叶店的营销战略和策略研究》这个课题，开展具体工作。 本文分析了茶业的宏观环境、茶叶零售行业环境、茶叶的消费者特 征、茶叶经营的竞争者、凌丹茶叶店的自身资源等内外部环境。在此基 础上，研究了茶店市场细分、目标市场选择、市场定位、品牌规划、店 铺选址等营销战略，茶叶供应链、产品组合、特许加盟、联合营销、会 员制营销、广告与促销、事件营销、增值服务、礼品茶的包装等一系列 营销策略，营销风险分析及应对策略等内容。 本文认为，茶店消费者的体验需求、茶店营销的渠道特色、茶文化 营销的和谐本质，引领着本企业的营销方向，作者据此为凌丹茶叶店的 营销提出了相应的营销战略和具体策略。希望藉此研究，深入探索茶店 的营销工作，或能指导自身连锁事业的经营实践。 关键词：凌丹茶叶店，茶叶经营，营销战略，营销策略 THE RESEARCH OF LINDAN TEA SHOP FOR SALES STRATEGY ABSTRACT The thesis comes from the actual management of Lindan tea shop in the Xuhui Ditch of Shanghai, which is to solve the marketing problems of Lindan tea shop. Since the open, so many inhabitants come to drink but few to buy the tea of Lindan. While the shareholders prepare to invest the management company, in order to develop the chain of tea shop. It needs a practical marketing design for the new company. By the investment management to Lindan tea shop, the author has grasped the objective data of tea business, and obtained the experience of tea shop management. In view of the anticipation for developing the company, the author chooses this topic of THE RESEARCH OF LINDAN TEA SHOP FOR SALES STRATEGY, to start the study. Firstly, the author analyzed the internal and the external environment, including the tea microscope, the tea retail sales microscope, tea consumer, the competitors, own resources and so on. Secondly, the author specifically analyzed the subdivide market, the objective market choice, market localization, brand plan, shop location and so on. Furthermore, the author studied a series detail sales strategy of Lindan Tea, including the supply chain, the products combination, the special permission alliance, the union marketing, the members system marketing, the advertisement and the promotion, the events marketing, the increment service, the package of gift tea, as