“谢裕大”黄山毛峰合肥市场营销策略规划与实施研究1

合肥工业大学硕士学位论文“谢裕大”黄山毛峰合肥市场营销策略规划与实施研究姓名：程玫申请学位级别：硕士专业：工商管理指导教师：何建民2011-05418755HefeimarketingstrategyplanningandimplementonXieDayuHuangshanMaofengAbstractChinaisthehometownoftea.TeaindustryplaysanimportantpositionandroleinthesocialandeconomicdevelopmentofChina.Anhuiisoneofthemainproductionareasofgreentea,benefitedfromthegeographical,regionandclimaticadvantage.AnhuiteaisnumberedinChinesegreentea.However,duetothetraditionalmarketingmode,Auhuiprovincestilllagbehindintermsofpopularity,reputationandmarketshare.Therefore,introducingthemodernmarketingideasandstrategiesintoChineseteaenterprise,comprehensivelypromotingChineseteamarketcompetitivenessandsharebecometheurgentproblemneedtobesolvedatpresent.XieYuda,thefounderofHuangshanMaofengwasfoundedin1875.Theoldestablishedfirmisfacingabigchallengeinthefiercemarketcompetition.AsChinesebiggestHuangshanMaofengteaproductionenterprise,howtochangefromtraditionalenterprisetothemodernone,howtobeoneofthetopChineseteaenterpriseshasbecomethecoreissueofenterprisedevelopment.ThisthesisaimsatfindingoutitseffectivewayofgoingoutofAnhui,towardsthewholecountrythroughXieYuda’smarketingresearchinHefei.Thethemeofthethesisisdividedintofourparts.Firstly,itstudiesresearchbackground,purposeandsignificanceofthearticle.Alsothebasicideas,researchmethods,planstosolvethekeyproblemsandmarketingrelatedtheoryareintroducedinthispart;Thesecondpart,throughtheresearchofHefei’smarket,theauthorobjectivelyanalyzestheopportunityandchallengewhichXieYudafacedcurrently,alsopointsoutitsmarketingsituationandproblems.Inthethirdpart,amarketingsystemismadeforXieYuda.Itisdiscussedindetailsfromtheaspectsofproductstrategy,pricestrategy,distributionchannelstrategyandsalespromotion.Finally,someproposalsandassessmentmethodsareputforwardtoensurethesmoothimplementationofthemarketing.Inthisthesis,theauthorhopestooffersomeexperienceforimprovingthecompetitivenessofXieYudaandsomeotherAnhuiteasinthedomesticandinternationalmarketsinthefuture.Keywords:XieYuda,HuangshanMaofeng,Marketing,Strategyresearch92-1............................................................................102-2...........................................................................112-3...........................................................................112-4.......................................................................123-1................................................153-2.......................................................................153-3............................................................173-4...........................................................184-1........................................................................................294-2................................................................................294-3........................................................................305-1...............................................355-2...............................................365-3............................................................................385-42010...........................................................................43102-1.............................53-1...........................................................133-2...........................................................143-3...........................................................143-4................................................................183-5........................................................................193-6........................................................................204-1................................................................................265-1...........................................................................................355-2............................................................425-320112...............................................................446-1........................................................................453201153020115302011530552011530111.11.1.1[1]:18751.1.221.21.2.1(1)(2)(3)1.2.2(1)(2)[2]25-60()(3)BSAF193919533(4)422.12.1.1(1)[3](1)(2)(3)[4](PhilipKotler)[5](PeterDrucker)[6](2)PKotler(2000)1967,2004Kotler1967[7]Kotler,[8](3)51992[9][10]+[11]2-1(4),[12]6[13](5)2.1.272.1.3(1)[14][15](2)[16]8[17](3)[18]92.22.2.14P[19]LOGO2.2.2[20]()()()()2.2.32.2.4[21]102.2.5:2.3[22]2.3.12-12-1()(QQBBS)()()()()2.3.2()11()[23]2-22-2()2.3.32-32-3()()12()VIP2.3.4[24]2-42-4()()1333.1()()201071482962863.23.2.11:150%25003.2.23-13-130.6%,30.6%18.5%12.3%8.8%7.4%3.9%3.7%3.2%2.8%2.5%2.1%1.9%0.9%0.5%0.5%0.2%0.2%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%143.2.33-23-23-21183.2.43-326.2%13.2%13.0%7.7%4.3%2.1%1.6%8.4%2.3%0.2%5.5%9.8%4.3%2.3%1.4%0.0%5.0%10.0%15.0%20.0%25.0%30.0%0204060801001201401911875493613711119217212123153-1182043552924221113012811783-326.2%3-13-13.2.5(1)3-2425151166175125185456621775156246214612117658121714724712198249916118728828312192316105491259207947910259911121024101491076999273991231199103399351710182851453116321111131941112412163-2(2)75