导　　师： 刘志超

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 广东省梅州市DP茶叶公司成立于1995年，主营业务为西岩山优质茶叶。公司成立以来，一度以高品质和精美包装取胜，迅速赢得梅州市场。1999年公司已被评为广东省农业龙头企业。但近年来，随着竞争者的不断进入与争相模仿，茶叶市场上出现各类品牌混乱的情况。各种品牌参差不齐，市场不规范，进一步造成了DP品牌的市场认知度不高，公司发展步伐逐渐放缓。为了不断的提高品牌的知名度、提升公司形象、开拓新市场、扩大公司的销售网络，DP公司需要重新规划2014年度的营销战略。本文对DP公司2014年度的市场营销工作进行了全面的策划。 本文在中国茶叶营销和品牌建设的背景下，对广东茶叶产业的环境进行现状分析，运用PEST工具解读了公司所处的宏观环境，对比分析了DP公司的竞争对手。进而运用SWOT工具分析公司自身的优势、劣势与外在环境的机会与威胁，在以上一系列分析的基础上根据广东茶叶市场的特点及消费者的消费行为特征，运用STP战略对DP公司的目标市场和产品进行了选择和定位。 在进行内外部环境分析，确定了目标市场以后，运用4P营销组合策略，对公司的产品、价格、渠道及促销策略进行了详细的分析。确定了扩大DP品牌知名度，巩固梅州地区核心市场，稳步推进全省市场的总体思路。并根据组合营销策略分析制定了2014年度DP公司的营销具体的行动计划。 最后，本文通过对资金的财务数据分析，估算出公司进入2014年度市场营销计划的成本与收益，同时进行必要的风险管理，为计划实施的有效实施做好了万全准备。 DP was founded in1995, which is in Meizhou City, Guangdong Province. The mainbusiness is the West rocky quality tea. Since the company was establishment, that the goodquality tea and beautifully packaged quickly won the Meizhou market. In1999the companyhas been rated as agricultural enterprises in Guangdong Province. But in recent years, ascompetitors continue to enter and imitated, the Tea market is appearing that all kinds of brandlooks confusion, There are various brands in the market and there is also no standard,resulting in DP brand's market awareness is not high, slowing down the pace of developmentof the company. In order to continuously improve the brand awareness, enhance the companyimage, develop new markets and expand the company's sales network, DP companies need tore-planning2014annual marketing strategy. In this paper, we give a comprehensive plan ofDP Marketing efforts in2014. In this paper, in the background of Chinese tea marketing and brand building, we do aanalysis of environment situation of Guangdong tea industry, use the PEST tool to analysisthe company in which the macro environment, do a comparative analysis of the DP'scompetitors. Then, we further analysis the company's own strengths, weaknesses and externalopportunities and threats in the environment with the using the SWOT tool. above thoseanalysis, we use the STP strategic to choose the object markets and do a position of the DPcompany based on the characteristics of Guangdong tea market and consumer behavior. After we conducting the internal and external environmental analysis and determine thetarget market, then uses the4P marketing mix strategy to formulate the company's product,price, place and promotion strategies in detail. DP determined to expand brand awareness,strengthen core markets in Meizhou, and steadily promote the general idea of the province'smarket. Based on the analysis of4P combined marketing strategy we developed the year2014marketing specific action plans of DP company. Finally, through the capital's financial data analysis, we can estimate the2014annualmarketing plan costs and benefits of DP company, we also make the necessary riskmanagement, we have done everything ready for the effective implementation of plan.

关 键 词： 营销分析 茶叶 营销计划

分 类 号： [F274 F426.82]

领　　域： [经济管理] [经济管理] [经济管理]