都匀毛尖茶市场营销之路分析

目录

摘要 (3)

关键字： (3)

Abstract (4)

Key words: (4)

前言 (5)

一、都匀毛尖在市场营销中的基本状况分析 (6)

(一)整体茶叶市场概述 (6)

1.茶叶消费市场规模 (6)

2. 消费群体组成 (6)

3. 市场消费水平 (6)

4．市场变化及前景 (6)

(二)茶叶市场特征 (7)

(三)都匀毛尖市场现状 (7)

二、当前贵州都匀毛尖茶叶营销策略的分析 (7)

(一)品牌塑造策略 (8)

1、企业产品质量参差不齐。 (8)

2、品牌定位不清，鱼龙混杂。 (8)

(二)价格策略 (8)

(三)市场促销策略 (8)

三、营销机会SWOT分析 (9)

（一）优势： (9)

（二）劣势： (9)

（三）机会： (10)

（四）威胁： (10)

（五）市场分析总结 (10)

四、改善贵州都匀毛尖营销策略的建议 (11)

(一)茶文化的构建与发展 (11)

(二)规范茶业市场的秩序 (11)

(三)提升茶叶质量 (11)

(四)注重茶叶包装与设计 (11)

（五）强化生态意识，提升竞争实力 (12)

（六）利用网络平台进行市场营销 (12)

五、总结 (13)

致谢语 (14)

参考文献： (15)

都匀毛尖茶市场营销之路分析

摘要

得益于生态保持良好的地理环境,都匀毛尖就是产自黔南这种原生态的生态、气候、地质条件下,是地地道道的绿色茶、生态茶、原生茶、健康茶。都匀毛尖茶是中国十大名茶之一,但在全国范围来看,与其它的位于全国前列的名茶相比,都匀毛尖的市场份额仍然处于相对劣势地位。而且目前的市场上出现非常多的茶叶品牌,形成茶叶市场竞争愈演愈烈的局面。近年来都匀毛尖市场消费虽呈上升趋势,但营销方式落后等问题制约了其发展。因此,从分析都匀毛尖茶的市场特性出发,对都匀毛尖茶市场营销进行分析,找出其问题所在,给出了符合都匀毛尖茶叶品牌发展的市场营销建议,并借此提高都匀毛尖的市场占有率。

本文写作过程中采用了实地调查法，去到贵州当地对都匀毛尖的消费者、经销商和生产商进行访谈。经过查阅相关资料，并收集整理进行SWOT分析，结合市场营销知识和贵州都匀毛尖茶的实际情况提出了都匀毛尖在市场营销应注意

的问题和建议。

关键字：都匀毛尖绿茶品牌市场营销策略

Abstract

Thanks to the ecological conservation and good geographical environment, Duyun Maojian tea is produced from the original ecology of Qiannan the ecological, climatic, geological conditions, is the real green tea, ecological tea, native tea, health tea. Duyun Maojian tea is one of the ten famous teas of China, but in the nationwide, compared with others in the forefront of the country's tea, Duyun Maojian tea market share still in disadvantage. And the current market, there are a lot of tea brand, the formation of the competition in the tea market is becoming more and more fierce. In recent years, Tuyun Maojian tea consumption market is an upward trend, but the marketing way behind problems restricting its development. Therefore, from the analysis of the characteristics of Duyun Maojian tea market of the Duyun Maojian tea marketing analysis, to find out where the problem lies, is given with Duyun Maojian tea brand marketing proposal, and thereby improve the Duyun Maojian tea market share.

In the process of writing this article, using the field investigation method, go to the local area in Guizhou Duyun Maojian tea consumers, dealers and manufacturers were interviewed. Through access to relevant information and collect finishing SWOT analysis, combined with the actual situation of marketing knowledge and Guizhou Duyun Maojian tea Duyun Maojian tea in the market marketing should pay attention to the problems and suggestions are put forward.

Key words: Tuyun Maojian；Green Tea；brand；marketing；strategy