广东省英德市红茶产业发展模式及营销策略研究.docVIP

PAGE 广东省英德市红茶产业发展模式及营销策略研究 摘要：自中国加入世贸组织（WTO）以来，红茶在贸易市场的交易量年年在提升。英德红茶，产自广东省英德市，其优良的口感以及独特的香味一直备受大众的喜爱。但是，英德红茶与国内著名红茶相比都存在较大差距。 本文首先研究英德红茶在品牌定位、市场管理以及营销能力等方面所存在的问题，在市场营销的相关理论基础上，详细分析红茶产业的宏微观环境，探究英德红茶的发展现状和问题，结合英德红茶的发展从营销组合的角度提出相关营销策略。其次，运用SWOT分析法分析英德红茶目前市场大环境中的优势和劣势，以及面临的机遇和挑战。掌握英德红茶目前产业的发展模式和营销环境现状及存在的问题，运用4ps营销理论，从产品、价格、渠道和促销四个方面对英德红茶未来的发展以及营销提供一些促进英德红茶健康发展的方向。 关键词：英德红茶，发展模式，营销策略，SWOT分析法 Research on The Development Model and Marketing Strategy of Black Tea Industry in Yingde City ,Guangdong Province Abstract：Since China joined the WTO , black tea has been improving in trade markets every year. The Yingde black tea, which was borned in the city of Yingde, Guangdong province, has been popular with the people. However, there is a large gap between Yingde black tea and Chinese black tea. First, this paper studies the problems of Yingde black tea in brand positioning, market management, and marketing ability, and on the basis of marketing theory, the macro environment and micro environment of black tea industry is analyzed in detail, and the development status and problems of Yingde black tea are explored. The relevant marketing strategy is proposed from the perspective of the marketing combination of the development of Yingde black tea. Secondly, using SWOT Analysis to analyze the advantages and disadvantages of Yingde black tea in the current market environment, and the opportunities and challenges facing it. To master the development model and marketing environment of Yingde black tea, and use the 4ps marketing theory, from the product, price, channel and promotion four aspects, which to the future development of Yingde black tea. And the marketing of some promotions of the healthy development of Yingde black tea. Keywords：Yingde Black Tea， Development Model， Marketing Strategy， SWOT  目 录 TOC \o 1-3 \h \z \u 第1章 绪 论 1 1.1研究背景和意义 1 1.1.1 本课题的研究背景 1 1.1.2 本课题的研究意义 1 1.2 文献综述 2 1.2.1 国内研究现状 2 1.2.2 国外研究现状 2 1.3课题研究方法和内容 3 1.3.1 研究方法