【正文】 茶葉市場(chǎng)實(shí)施市場(chǎng)營(yíng)銷(xiāo)的重要性 ......................................................................... 10 茶企市場(chǎng)營(yíng)銷(xiāo)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(gòu)買(mǎi)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(gòu)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(xiāo)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(xiāo)因素組合 ..................................................... 24 ............................................................................................................. 24 ............................................................................................................. 25 ............................................................................................................. 25 ............................................................................................................. 26 ............................................................................................................. 26 —— 2021 上海世博會(huì)聯(lián)合國(guó)館專(zhuān)用茶 .................................................... 26 安溪鐵觀音集團(tuán)的營(yíng)銷(xiāo)戰(zhàn)略評(píng)價(jià) ..................................... 27 安溪鐵觀音集團(tuán)的營(yíng)銷(xiāo)戰(zhàn)略的成功之處 ................................................................ 27 安溪鐵觀音集團(tuán)的營(yíng)銷(xiāo)戰(zhàn)略的不足之處 ................................................................ 27 完善安溪鐵觀音集團(tuán)的營(yíng)銷(xiāo)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(wèn)題 ............................................ 29 參 考 文 獻(xiàn) ............................................................. 30 致 謝 ................................................................. 32 1 1 緒論 研究背景及意義 茶葉是世界三大飲料之一， 其內(nèi)含物極其豐富，飲茶不僅僅可以提神解渴，而且還有保健、預(yù)防疾病、欣賞等眾多作用，隨著人們生活水平的提高，膳食結(jié)構(gòu)的改變，茶葉的消費(fèi)也將向高檔次發(fā)展。s market, strengthen the marketing strategies of the market, contributes to the achievement of business with consistent with both the consumers. Tea as the traditional industries in China, with its output ranked first in the world, export the second, but it always appeared as a lowend stage in the world economy, merchants how to do plan the marketing strategies can help to get rid of the low status in the world. Anxi Tieguanyin as a special tea in China, have its natural product characteristics and cultural superiority, Anxi Tieguanyin Group is a banner of the development of Anxi Tieguanyin, this paper aims to make Fujian Anxi Tieguanyin Group marketing strategy as an example, describe the Anxi Tieguanyin Group39。 關(guān)鍵詞 ：市場(chǎng)營(yíng)銷(xiāo)，戰(zhàn)略，茶葉市場(chǎng)，安溪鐵觀音 注：本論文題目來(lái)源于自選題目 I Abstract Marketing strategy is an important ponent of management strategy， in today39。 安溪鐵觀音作為我國(guó)特種茶，有著天然的產(chǎn)品特性與文化優(yōu)勢(shì)，而安溪鐵觀音集團(tuán)是安溪鐵觀音發(fā)展的一面旗幟 ,本文旨在以福建安溪鐵觀音集團(tuán)的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略為例，分析安溪鐵觀音集團(tuán)的營(yíng)銷(xiāo)戰(zhàn)略面臨的宏觀環(huán)境、微觀環(huán)境及 SWOT 分析。 本科畢業(yè)設(shè)計(jì)（論文） 茶葉市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略研究 — 以福建安溪鐵觀音集團(tuán)為例 學(xué) 院 管 理 學(xué) 院 專(zhuān) 業(yè) 工 商 管 理 年級(jí)班別 學(xué) 號(hào) 學(xué)生姓名 指導(dǎo)教師