小罐茶营销传播策略案例分析

1/19小罐茶营销传播策略案例分析重庆工商大学商务策划专业18策划一班苗美琛2018041633指导教师：程宇宁中文摘要：中国是茶叶的故乡，拥有上千种历史名茶，茶叶已经成为了中国的文化名片。虽然茶叶的市场管制放开已经30多年，但是茶的消费品化道路仍旧十分漫长，这也许跟茶本身的文化属性、产品属性有着较大关系。近年来，国内茶行业市场的竞争越发激烈，如萧氏集团绿茶、绿剑绿茶、天福乌龙茶、安溪铁观音等品牌占据了大量的市场份额，这给其他茶叶企业带来了明显的竞争压力。小罐茶七年前进入茶行业，前四年一直致力对行业的深入探索，后三年才逐步上市。小罐茶作为一种高端中国茶，企业愿景是开启并引领中国茶叶的现代化。本文以小罐茶作为研究对象，首先介绍产品的背景简介，从微观宏观两个方面分析小罐茶行业的环境，也运用SWOT分析模型得出SWOT战略选择；其次通过小罐茶的企业资源、能力和文化和从市场分析、4P理论、营销策略的角度，介绍小罐茶的营销案例；最后对小罐茶的营销提出笔者的建议，得出研究结论。关键词：小罐茶营销传播营销案例Abstract:Chinaisthehometownoftea,withthousandsofkindsofhistoricaltea,teahasbecometheculturalcardofChina.Althoughthemarketregulationofteahasbeenliberalizedformorethan30years,theroadofconsumption-orientedteaisstillverylong,whichmaybecloselyrelatedtotheculturalandproductattributesofteaitself.Inrecentyears,thecompetitioninthedomesticteamarkethasbecomeincreasinglyfierce.Forexample,xiao'sgroupgreentea,greenswordgreentea,tianfuoolongtea,anxitieguanyinandotherbrandshaveoccupiedalargenumberofmarketshares,whichhasbroughtobviouscompetitivepressuretootherteaenterprises.Smallpotteasevenyearsagointotheteaindustry,fouryearshasbeencommittedtothein-depthexplorationoftheindustry,afterthreeyearsgraduallylisted.Asakindofhigh-endChinesetea,theenterprise'svisionistoinitiateandleadthemodernizationofChinesetea.Thispapertakesthesmallpotteaastheresearchobject.Firstly,itintroducesthebackgroundoftheproduct,analyzestheenvironmentofthesmallpotteaindustryfromthemicroandmacroaspects,andobtainstheSWOTstrategicchoicebyusingtheSWOTanalysismodel.Secondly,throughtheenterpriseresources,2/19abilityandcultureofsmallpotteaandfromtheperspectiveofmarketanalysis,4Ptheoryandmarketingstrategy,themarketingcaseofsmallpotteaisintroduced.Finally,theauthorputsforwardsomeSuggestionsonthemarketingofsmallpotteaanddrawsaconclusion.Keywords:smallpotofteamarketingcommunicationmarketingcase3/19目录一、产品背景与简介......................................................................................5二、环境分析..................................................................................................5(一)微观环境...........................................................................................51.企业...................................................................................................52.供应商...............................................................................................53.营销中间商.......................................................................................64.顾客...................................................................................................65.公众...................................................................................................76.竞争者...............................................................................................7(二)宏观环境...........................................................................................71.人口...................................................................................................72.经济...................................................................................................83.技术...................................................................................................84.文化...................................................................................................95.自然...................................................................................................9(三)SWOT分析.........................................................................................91.S（优势）.........................................................................................92.W（劣势）........................................................................................93.O（机会）......................................................................................104.T（威胁）.......................................................................................10三、市场分析................................................................................................10(一)产品定位.........................................................................................10(二)目标市场定位.................................................................................10四、4P营销策略理论分析...........................................................................11(一)产品.................................................................................................11(二)价格.................................................................................................11(三)渠道.................................................................................................11(四)宣传.................................................................................................11五、营销传播策略制定与实施....................................................................124/19(一)整合营销.........................................................................................121.水平整合.........................................................................................122.垂直整合.......................................................................................