论文题目

长江学院学年论文I

浅析蜜菓茶饮市场拓展中的特色营销

课程名称 学年论文I

专 业 市场营销

班 级 1430901

学 号 201430090102

学生姓名 黄成锋

指导老师 文细光

完成时间 2016年6月30日

东华理工大学（长江学院）学年论文 摘要

浅析蜜菓茶饮市场拓展中的特色营销

黄成锋

Analysis of honey fruit tea market development

characteristics in marketing

Huang Chengfeng

摘 要

自从中国加入世界贸易组织以来，经济得到了快速的发展，市场化程度越来越深。各产业得到了高度的发展，同时，产业内同行竞争日趋激烈。茶饮业作为新兴行业不断兴起的各种品牌令人目不暇接。消费者能够接受的是有自身特色文化，特色服务，特色环境一体的茶饮。因此要从同质化严重的产品中脱颖而出，茶饮品牌要做到的就是特色营销才能拓展行业内市场。文章从蜜菓茶饮的文化与特色概念入手，在阐明其拓展市场的特色营销手段，分析蜜菓茶饮的特色营销的现状，以及指出蜜菓茶饮在发展中遇到的瓶颈与阻碍，提出蜜菓茶饮市场拓展中特色营销的问题的具体对策，探究蜜菓茶饮在未来的特色营销趋势。这对蜜菓茶饮占据市场有利位置，从同质化茶饮品牌中脱颖而出有极其重要的意义。

关键词：茶饮文化 绿色营销 市场拓展

东华理工大学（长江学院）学年论文 Abstract

Abstract

Since China joined the world trade organization, the economy has been developed rapidly, and the market has become more and more deep. Each industry has a high degree of development, at the same time, the industry is increasingly fierce competition in the industry. The tea industry as an emerging industry emerging brands dizzying. Consumers can have their unique culture, features, characteristics of environmental development of tea. So from homogenization serious products come to the fore, tea brand to do is characteristics of marketing to expand market in the industry. In this paper, from the honey fruit tea culture and characteristics of the concept, to clarify the characteristics of the market marketing means to expand, honey fruit tea characteristic marketing present situation analysis, and pointed out that the honey fruit tea encountered in the development of the obstacles, honey fruit tea market development characteristics in marketing problems put forward specific countermeasures to explore honey fruit tea in characteristic marketing trends in the future. The honey fruit tea market occupy a favorable position, has extremely important significance from the homogenization of tea brands in talent shows itself.

Key words:

Tea culture green marketing market development