文档介绍：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2011-05 4 “谢裕大”黄山毛峰合肥市场营销策略规划与实施研究摘要我国是茶的故乡,茶业的发展对于我国社会经济发展具有重要的地位和作用。安徽是我国绿茶的主要产区之一,得益于地域优势、产区优势和气候优势,安徽的茶在中国绿茶中屈指可数。然而,由于安徽的茶叶一直停留在传统营销模式上,在知名度和美誉度及市场占有率上,与其他产茶大省都有差距,因此,将现代市场营销理念和策略导入中国茶业企业,全面提升中国茶叶的市场竞争力和占有率成为目前迫切需要解决的问题。谢裕大,是黄山毛峰的创始者,这个诞生于1875年的中华老字号在日益激烈的市场竞争中叶面临着巨大的挑战,作为中国最大的黄山毛峰生产企业,如何完成从传统企业到现代企业的转身,如何跻身中国茶叶企业第一梯队与中国市场上现有的知名茶叶品牌争夺市场也成为企业发展的核心所在。本文通过对谢裕大在合肥市场的营销研究,希望找出谢裕大走出安徽、走向全国的有效途径。本论文的主题共分为四个部分,第一部分,阐明了论文的研究背景、研究的目的和意义,介绍了本文的基本思路、研究方法、拟解决的关键问题和市场营销的相关理论;第二部分,通过合肥市场的调研,客观分析了谢裕大目前面临的机遇和挑战,同时分析了谢裕大市场营销现状和存在的问题;第三部分,为谢裕大制定了合肥市场的营销策略体系,从产品策略、价格策略、分销渠道策略、销售促进等几个方面做了详细的论述;第四部分,为了保证这些策略的顺利实施,在论文的最后,为保证营销策略的顺利实施,提出了实施建议和效果评估方法。通过此文,笔者也希望对谢裕大乃至其他安徽茶叶今后在国内、国际市场竞争起到借鉴的作用。关键词谢裕大;黄山毛峰;市场营销;策略研究; 5 Hefei marketing strategy planning and implement on Xie Dayu Huangshan Maofeng Abstract China is the hometown of tea. Tea industry plays an important position and role in the social and economic development of China. Anhui is one of the main production areas of green tea, benefited from the geographical, region and climatic advantage. Anhui tea is numbered in Chinese green tea. However, due to the traditional marketing mode, Auhui province still lag behind in terms of popularity, reputation and market share. Therefore, introducing the modern marketing ideas and strategies into Chinese tea enterprise, comprehensively promoting Chinese tea petitiveness and share e the urgent problem need to be solved at present. Xie Yuda, the founder of Huangshan Maofeng,was founded in 1875. The old established firm is facing a big challenge in the fierce petition. As Chinese biggest Huangshan Maofeng tea production enterprise, how to change from traditional enterprise to the modern one, how to be one of the top Chinese tea enterprises has e the core issue of enterprise development. This thesis aims at finding out its effective way of going out of Anhui, towards the whole country through Xie Yuda’s marketing research in Hefei.