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MBA硕士毕业论文_M公司原创茶饮的营销策略研究PDF

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文本描述
M公司原创茶饮的营销策略研究
研究生姓名:黄靖乔导师姓名:贤成毅
学科:工商管理研究方向:市场营销与运营管理年级:研二
摘要
中国有着悠久的茶文化历史,也有着悠久的茶叶文化历史。在几千年的发
展历程中,中国形成了独特的茶文化体系和深厚的文化底蕴。随着现代社会经
济快速发展,人民对物质生活要求日益增加,以及消费观念转变,奶茶成为现
代人最喜欢饮用的一种饮料之一。随着国家经济水平的提高,人们对物质生活
要求的不断提高,消费观念的转变,奶茶已经成为现代人最喜爱的饮料之一。
而新式茶饮凭借其新鲜、健康、绿色等优点迅速占领了人们生活的每一个角
落。据亿欧智库预测,到2021年,中国新式茶饮市场规模将达到940亿元。但
随着产能的过剩,茶饮行业的竞争也将越来越激烈,行业的洗牌不可避免。在
这个大背景下,企业必须要不断地寻找新的出路和发展方向。奶茶作为一种饮
品,其市场前景十分广阔,与此同时它也存在着很多不足因此,想要获得长久
稳定的发展,就必须从自身特点出发,找到自己的特色之处,并以此为基础来
制定合理的营销策略。如何扬长避短,抓住机遇,在市场占据一席之地,是企
业目前面临的最大挑战之一。本论文对相关问题进行研究分析具有一定的现实
意义。
营销策略是企业以顾客需要为出发点,根据经验获取顾客需求量以及购买
力的信息、商业界的期望值,有计划地组织各项经营活动。它是企业制定生产
经营和市场营销方针的依据;是衡量企业管理水平高低的重要标准之一;是产
品、价格、渠道、促销和公关策略等营销方法的组合。目前国内茶饮市场品牌
林立,茶饮种类丰富多样,行业护城河薄弱,营销策略越来越受到企业重视。M
公司原创茶饮成立于2019年,经过近3年的发展,已经在A市茶饮行业具备
一定的知名度。由于茶饮行业在产品方面同质化严重,中小品牌缺乏竞争力,
如果企业想要持久经营,提升企业及品牌的核心竞争力,需要根据市场和行业
的变化不断来调整企业自身的营销策略。
通过研究分析,针对目前营销中存在的问题,提出了优化建议:在产品方
面创造独特的品牌体验、做好产品质量管理、增加产品组合、注重渠道管理,
通过差异化定价和区域定价,拓宽价格策略营销渠道;注重社交网络,结合营
销热点开展线上线下活动。这些措施能有效提高消费者的忠诚度和频率。本
文从多个角度来提升品牌的知名度和美誉度,进而提升品牌价值,为企业带来
I
良好的经济效益和社会效益;有助于增强企业的核心竞争力,促进其发展。同
时,也给企业带来了更多的利润空间。
本文研究的意义就在于通过以上的分析,对于M公司原创茶饮营销策略的
完善,在市场竞争中提升企业综合竞争力,也希望能够为其他类似的小微企业
提供参考和帮助。
关键词:茶饮行业;营销策略;市场定位;新式奶茶
II
Research on marketing strategy of
a original tea brand of M company
Graduate student:Huang Jingqiao
Supervisor:Xian Chengyi
Major: Business administration
Research direction:Marketing and operation management
Grate: 2
Abstract
With a long history of tea cultivation and drinking, China has formed a unique
tea culture. As the society and economy develop, people's requirements for materials
increase and their consumption concept changes, milk tea has become one of the most
popular drinks for modern people. Thanks to the improvement of the national
economic level, the continuous improvement of people's requirements for material life
and the change of consumption concept, milk tea has become one of the favorite
drinks of many people. The new-style tea has quickly occupied every corner of
people's life with its freshness, health, green and other advantages. According to the
prediction of Yiou think tank, by 2021, the scale of China's new tea market will reach
94 billion yuan. However, with the excessive production capacity, the competition in
the tea industry will become even more fierce, and the reshuffle of the industry will be
inevitable. In this context, enterprises must constantlylook for new ways for
development. As a beverage, milk tea has a very broad market prospect, but at the
same time, it also has many shortcomings. Therefore, in order to achieve long-term
and stable development, we must find out reasonable marketing strategies which
incorporated our own characteristics. How to develop strengths and avoid weaknesses,
seize opportunities and occupy a place in the market are the biggest challenges facing
enterprises at present. The research and analysis of related problems in this paper may
be helpful.
According to marketing strategy, enterprises should organize various business
activities on the basis of what consumers demand, what they’re able to buy and the
expectation of the business community, which are also key elements for making
production, operation and marketing plans. Marketing strategy is one of the important
standards to measure the level of enterprise management. It is a combination of
marketing methods for product, price, channel,promotion and public relations
III