市场营销-古茗奶茶的营销策略分析-以福建省为例论文
摘要
目前，随着奶茶行业的快速发展，越来越多的国内品牌不断崛起，短短几年内市场已逐渐呈饱和趋势。古茗奶茶作为近几年发展较为迅速的品牌，其独特的口感和服务质量受到了广大消费者的认可，但面对这竞争如此激烈复杂的市场，如何保持并提高自己的核心竞争力和广大消费者的品牌忠诚度才是关键。因此文章分析了古茗奶茶目前的营销策略，借助PEST分析方法、SWOT分析方法和波特五力竞争环境分析，总结出古茗奶茶目前所面临的一些问题，如社会观念带来的影响、产品性价比不足、宣传促销力度不够、市场竞争激烈，并针对其提出相应有效的改进措施：消除社会观念，加强产品质量；合理制定价格；制定差异化战略；加大宣传力度和促销手段；加强内部管理，以及建立健全激励机制。
关键词：市场环境；古茗奶茶；营销策略；
Abstract
At present, with the rapid development of milk tea industry, more and more domestic brands are rising continuously, and the market has been gradually saturated in a few years. As a brand that has developed rapidly in recent years, ancient tea milk tea has been recognized by the vast number of consumers for its unique taste and service quality. However, in the face of such fierce and complicated competition in the market, how to maintain and improve its core competitiveness and the brand loyalty
of the vast number of consumers is the key. Therefore, the article analyzes the current marketing strategy of ancient tea milk tea, and with the help of PEST analysis method, SWOT analysis method and Porter's Five Forces competitive environment analysis, it summarizes some problems that ancient tea milk tea currently faces, such as the impact of social concepts, insufficient product cost performance, insufficient publicity and promotion efforts, and fierce market competition, and proposes corresponding effective improvement measures: eliminating social concepts and strengthening product quality; Reasonable pricing; Formulate differentiation strategy; Intensify publicity and promotion measures; Strengthen internal management and establish and perfect incentive mechanism.
Key words: market environment; Ancient tea milk tea; Marketing strategy;
目录
1  绪论 (5)
1.1 研究背景和意义 (5)
1.1.1研究背景 (5)
1.1.2研究意义 (5)
1.2文献综述 (6)
1.2.1国外研究现状 (6)
1.2.2国内研究现状 (6)
2  古茗奶茶的现状和特点 (7)
2.1古茗奶茶简介 (7)
2.2福建省古茗奶茶经营现状 (7)
3  古茗奶茶的环境分析 (8)
3.1古茗奶茶外部环境PEST分析方法 (8)
3.1.1政策与法律环境分析 (8)
3.1.2经济环境分析 (8)
3.1.3社会文化与自然环境分析 (8)
3.1.4技术环境分析 (9)
3.2古茗奶茶SWOT分析 (9)
3.2.1机会方面 (9)
3.2.2优势方面 (9)
3.2.3劣势方面 (9)
3.2.4威胁方面 (9)
3.3古茗奶茶波特五力竞争环境分析 (10)
3.3.1现有竞争企业 (10)
3.3.2潜在进入者威胁 (10)
3.3.3替代品威胁 (11)
3.3.4供应商与购买者讨价还价的能力 (11)
4  古茗奶茶的营销4P分析 (11)
4.1产品策略分析 (11)
4.2定价策略分析 (11)
4.3渠道策略分析 (12)
4.4促销策略分析 (12)
5  古茗奶茶存在的不足之处 (12)
5.1产品包装老式 (13)
5.2产品价格不具优势 (13)
5.3线上服务不周到 (13)
5.4宣传促销手段单一 (13)
5.5社会观念带来的影响 (13)
6  古茗奶茶的营销对策 (14)奶茶连锁品牌
6.1古茗奶茶针对问题所采取的营销对策 (14)
6.1.1图案包装设计 (14)
6.1.2实行差别定价 (14)
6.1.3拓展网络营销渠道多样化 (14)
6.1.4加大宣传和促销力度 (15)
6.1.5坚持奶茶手工制作和技术创新 (15)
6.2营销策略的保障措施 (15)
6.2.1加强内部管理 (15)
6.2.2建立健全激励机制 (16)
7  结论 (16)
参考文献 (17)
致谢 (18)

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