【正文】 1 研究背景及意義 .................................................... 1 研究現(xiàn)狀 .......................................................... 1 本文研究方法 ...................................................... 2 本文研究?jī)?nèi)容與框架 ................................................ 2 2 基礎(chǔ)理論分析 .......................................................... 4 營(yíng)銷戰(zhàn)略 ......................................................... 4 SWOT 分析理論 .................................................... 5 STP 營(yíng)銷理論 ..................................................... 5 4Ps 營(yíng)銷理論 ..................................................... 5 茶葉營(yíng)銷理論 ..................................................... 6 3 茶產(chǎn)業(yè)發(fā)展歷程及背景分析 .............................................. 7 茶產(chǎn)業(yè)的概況 ...................................................... 7 茶葉的種類 ............................................................................................................ 7 茶葉發(fā)展史 —— 以青茶鐵觀音為例 ........................................................................ 8 茶業(yè)市場(chǎng)全球發(fā)展?fàn)顩r分析 ......................................... 9 生產(chǎn)規(guī)模擴(kuò)大，綠茶增速高于紅茶，特種茶成為亮點(diǎn) ............................................ 9 茶葉消費(fèi)傾向多元化、年輕化 ............................................................................... 9 消費(fèi)增長(zhǎng)慢于產(chǎn)量，價(jià)格趨于穩(wěn)定，高檔茶葉需求旺盛 ........................................ 9 茶葉市場(chǎng)加強(qiáng)營(yíng)銷戰(zhàn)略研究的必要性 ................................ 10 茶葉市場(chǎng)實(shí)施市場(chǎng)營(yíng)銷的重要性 ......................................................................... 10 茶企市場(chǎng)營(yíng)銷的現(xiàn)狀 ............................................................................................11 4 安溪鐵觀音集團(tuán)市場(chǎng)環(huán)境分析 ........................................... 13 集團(tuán)簡(jiǎn)介 ........................................................ 13 宏觀環(huán)境分析 .................................................... 13 自然環(huán)境 ............................................................................................................. 13 政治法律環(huán)境 ..................................................................................................... 14 人口環(huán)境 ............................................................................................................ 14 經(jīng)濟(jì)環(huán)境 ............................................................................................................ 15 社會(huì)文化環(huán)境 ..................................................................................................... 15 科學(xué)技術(shù)環(huán)境 ..................................................................................................... 15 微觀環(huán)境 ........................................................ 16 潛在競(jìng)爭(zhēng)者威脅 .................................................................................................. 16 行業(yè)內(nèi)現(xiàn)有企業(yè)的競(jìng)爭(zhēng) ....................................................................................... 17 行業(yè)替代品的壓力 .............................................................................................. 18 購買者的壓力 ..................................................................................................... 18 供應(yīng)商的壓力 ..................................................................................................... 19 安溪鐵觀音集團(tuán) SWOT 分析 ......................................... 19 優(yōu)勢(shì)分析 ............................................................................................................ 20 劣勢(shì)分析 ............................................................................................................ 20 機(jī)會(huì)分析 ............................................................................................................ 21 威脅分析 ............................................................................................................ 21 III 消費(fèi)者行為分析 ................................................... 22 先品后購仍是主要消費(fèi)方式 ................................................................................ 22 品牌消費(fèi)趨勢(shì)明顯 .............................................................................................. 22 5 安溪鐵觀音集團(tuán)的營(yíng)銷策略及實(shí)施效果分析 ............................... 23 市場(chǎng)定位 ......................................................... 23 策略選擇 ............................................................................................................ 23 產(chǎn)品市場(chǎng)定位選擇 .............................................................................................. 24 營(yíng)銷因素組合 ..................................................... 24 ............................................................................................................. 24 ............................................................................................................. 25 ............................................................................................................. 25 ............................................................................................................. 26 ............................................................................................................. 26 —— 2021 上海世博會(huì)聯(lián)合國(guó)館專用茶 .................................................... 26 安溪鐵觀音集團(tuán)的營(yíng)銷戰(zhàn)略評(píng)價(jià) ..................................... 27 安溪鐵觀音集團(tuán)的營(yíng)銷戰(zhàn)略的成功之處 ................................................................ 27 安溪鐵觀音集團(tuán)的營(yíng)銷戰(zhàn)略的不足之處 ................................................................ 27 完善安溪鐵觀音集團(tuán)的營(yíng)銷對(duì)策 ..................................... 28 攻克核心技術(shù)，提高茶葉質(zhì)量 .............................................................................. 28 整合優(yōu)勢(shì)品牌，提高綜合競(jìng)爭(zhēng)力 .......................................................................... 28 6 結(jié)論 ................................................................ 29 研究結(jié)論 ........................................................ 29 需要進(jìn)一步研究的問題 ............................................ 29 參 考 文 獻(xiàn) ............................................................. 30 致 謝 ................................................................. 32 1 1 緒論 研究