摘要
摘 要
中国是茶叶的故乡，近年来人们越来越注重养生和保健，茶叶慢慢成为了很多人
的选择。茶叶的销量逐年上涨，在这种背景下，很多老品牌的茶叶在市场上占据了龙
头位置，茶企间的竞争越发激烈。茶叶产业的繁荣不仅保障着古今华夏儿女的健康及
安全，也对中外茶文化的发展进步作出了卓越贡献。随着人类社会的不断发展和进步，
越来越多的人开始对茶叶进行挖掘和探索，涉足茶叶的行业不断增加，与茶叶相关的
配套设施不断完善，传统的茶产业正进一步走向世界，茶叶以其独特的优势和魅力，
正在得到更多国家和世界人民的认可。总之，茶叶产业的蓬勃发展有着难得的机遇和
广阔的空间。
XY公司是一家以是一家集茶叶栽植、采茶加工、储藏、售卖、茶文化普及以及
茶具制作、销售为一体的信阳市地市级的农业产业化中小公司。公司起步较晚，对于
茶叶的生产经营的经验尚有欠缺。然而由于其长期不变的家族式管理模式，高层管理
人员创新意识不强，现代化营销理念淡薄，营销方法陈旧，网络营销不健全，营销成
本较高，导致公司近年来营业收入较低，发展比较缓慢。为了能适应现代茶产业多元
化的发展，满足市场日益多样的需求，在当前激烈的市场竞争中获得优势，XY公司
急需根据所面临环境特征打造切合自身实际情况的产品营销策略。
本文主要为解决 XY公司当前所存在的营销困难作为出发点，学习借鉴中外成功的
营销策略来改进案例，在全面了解公司自身的实际经营状况的条件下，运用合适的营
销学理论方法分析公司存在的问题，从而为该公司提出全面合理的营销策略改进措
施。首先，本文运用了 PEST分析方法和波特五力模型对XY公司所处的宏观和微观环境
进行分析。其次，采用 SWOT分析方法和7P理论揭示 XY公司当前的营销局势及问题。
最后，根据 7P理论提出对XY公司营销策略的优化措施。
关键词：XY公司，市场竞争，营销策略，SWOT分析
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ABSTRACT
ABSTRACT
China is the hometown of tea. Over recent years, people concern their healthy more
and more . Tea has gradually become the choice of many people. The sales volume of tea
has been increasing year by year. In this context, many old brands of tea have occupied the
leading position in the market, and the competition among tea enterprises has become
increasingly fierce. The development of tea has not only guaranteed the health and safety
of ancient and modern Chinese children, but also made outstanding contributions to the
development and progress of Chinese and foreign civilization. With the continuous
development and progress of human society, more and more people begin to mining and
exploration of the tea in the tea industry growing, tea related facilities improve, the
traditional tea industry is further towards the world, tea with its unique advantages and
charm, is recognised by more countries and the people of the world. In a word, the
development of the tea industry has a good opportunity and huge space.
XY tea co., LTD. Is a collection of tea planting, production and processing, storage,
sales, tea culture promotion and tea set development, sales as one of the municipal
agricultural industrialization of small and medium-sized enterprises in Xinyang city. The
company started late, and the experience of tea production and management is still lacking.
However, due to its long-term unchanged family management mode, the senior
management has a weak sense of innovation, weak concept of modern marketing, outdated
marketing methods, imperfect network marketing, and high marketing costs, the company
has a low operating income and slow development in recent years. In order to adapt to the
diversified development of modern tea industry, meet the increasingly diversified demands
of the market, and gain advantages in the current fierce market competition, XY Tea Co.,
Ltd. is in urgent need of formulating product marketing strategies in line with its actual
situation according to the characteristics of the environment it faces.
In this paper, in order to solve the XY tea co., LTD., the current difficulties faced by
marketing as a starting point, through learning from foreign successful marketing
strategies to improve case, to fully understand the company's own in the actual operating
conditions, using the appropriate methods to analyze the problems existing in the company
of marketing theory, thus to put forward the comprehensive and reasonable for XY tea co.,
LTD marketing strategy recommendations. First of all, this paper adopts PEST and Porter's
five forces model to analyze the macro and micro environment XY Tea Co., Ltd. faces.
Secondly, the SWOT analysis and 7P theory are used to analyze the current
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ABSTRACT
marketing situation and problems of XY Tea Co., Ltd. Finally, according to the 7P theory,
this paper puts forward reasonable marketing strategy improvement suggestions for XY
Tea Co., Ltd.
KEY WORDS: XY Tea Co., Ltd., market competition, Marketing strategy, SWOT
analysis
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