市场营销-茶颜悦色的市场营销策略研究论文材料资料.docxVIP

茶颜悦色的市场营销策略研究 【摘要】 中国奶茶市场 奶茶是牛奶和茶的混合饮品，综合了两者的优势，为大众日常饮品，受到大量 消费者的追捧。如今，中国的奶茶市场主要分为传统店面现泡鲜制的奶茶和袋装、 杯装便利式冲泡奶茶以及瓶装奶茶等。然而，随着越来越多的鲜制奶茶企业进入市 场，带来了行业内激烈的市场竞争。 本文主要从国内的奶茶市场发展状况出发，研究了国内奶茶行业现状以及茶颜 悦色市场现状以及其营销策略，探索出其自身优劣势，发展面临的机遇与威胁以及 其营销策略所面临的主要问题，以茶颜悦色消费者为研究对象，对不同消费者的购 买行为、购买心理进行调查，采取发放调查问卷的方式来了解目标人群和目标市场， 对调查结果进行统计和分析，根据市场调查的相关理论、营销策略的相关理论，制 定出一系列的目标市场营销策略组合。 【关键词】 鲜制奶茶；茶颜悦色；市场地位；营销策略 [Abstract] Chinas milk tea market Milk tea is milk and tea mixed drinks, integrated the advantages of both for the public daily drinks, by a large number of consumers. Today, Chinas milk tea market is mainly divided into traditional stores are fresh milk tea and bags,Cup of convenient brewing milk tea and bottled milk tea. However, as more and more fresh milk tea enterprises enter the market, it brings the fierce market competition in the industry. Based on the development of domestic milk tea market,this paper studies the current situation of domestic milk tea industry,the current situation of tea color market and its marketing strategy, and explores its own advantages and disadvantages, the opportunities and threats of development and the main problems of its marketing strategy, taking the tea-color consumers as the research object,this paper investigates the purchasing behavior and psychology of different consumers, to understand the target population and the target market by issuing questionnaires,and to make statistics and analysis of the survey results. According to the relevant theories of market survey and marketing strategy, formulate a series of target marketing strategy combination. [ key words] Fresh milk tea Tea color Market position Marketing strategy 目 录 1 前 言 3 1.1 研究背景及意义 3 1.2 研究内容 3 1.3 研究方法 4 2 概 念 及 理 论 概 述 4 2.1 市场细分 4 2.2 市场营销组合(4P) 4 2.3 SWOT分析法 5 2.4 五力竞争模型 5 3 中 国 奶 茶 市 场 分 析 5 3.1 中国奶茶市场状况概述 5 3.1.1 行业规模潜力超千亿 3 3.1.2 门店数暴涨，二三线城市空间大 3 3.1.3 茶饮行业市场容量可观 6 3.2 茶颜悦色国内市场现状分析 6 3.2.1 茶颜悦色SWOT分析 6 3.2.2