周文俊 古茗奶茶营销策略分析.docx

摘要目前随着奶茶行业的快速发展越来越多的国内品牌不断崛起短短几年内市场已逐渐呈饱和趋势。古茗奶茶作为近几年发展较为迅速的品牌其独特的口感和服务质量受到了广大消费者的认可但面对这竞争如此激烈复杂的市场如何保持并提高自己的核心竞争力和广大消费者的品牌忠诚度才是关键。因此文章分析了古茗奶茶目前的营销策略借助PEST分析方法、SWOT分析方法和波特五力竞争环境分析总结出古茗奶茶目前所面临的一些问题如社会观念带来的影响、产品性价比不足、宣传促销力度不够、市场竞争激烈并针对其提出相应有效的改进措施：消除社会观念加强产品质量；合理制定价格；制定差异化战略；加大宣传力度和促销手段；加强内部管理以及建立健全激励机制。关键词：市场环境；古茗奶茶；营销策略；AbstractAtpresentwiththerapiddevelopmentofmilkteaindustrymoreandmoredomesticbrandsarerisingcontinuouslyandthemarkethasbeengraduallysaturatedinafewyears.Asabrandthathasdevelopedrapidlyinrecentyearsancientteamilkteahasbeenrecognizedbythevastnumberofconsumersforitsuniquetasteandservicequality.Howeverinthefaceofsuchfierceandcomplicatedcompetitioninthemarkethowtomaintainandimproveitscorecompetitivenessandthebrandloyaltyofthevastnumberofconsumersisthekey.ThereforethearticleanalyzesthecurrentmarketingstrategyofancientteamilkteaandwiththehelpofPESTanalysismethodSWOTanalysismethodandPorter'sFiveForcescompetitiveenvironmentanalysisitsummarizessomeproblemsthatancientteamilkteacurrentlyfacessuchastheimpactofsocialconceptsinsufficientproductcostperformanceinsufficientpublicityandpromotioneffortsandfiercemarketcompetitionandproposescorrespondingeffectiveimprovementmeasures:eliminatingsocialconceptsandstrengtheningproductquality;Reasonablepricing;Formulatedifferentiationstrategy;Intensifypublicityandpromotionmeasures;Strengtheninternalmanagementandestablishandperfectincentivemechanism.Keywords:marketenvironment;Ancientteamilktea;Marketingstrategy;目录1绪论61.1研究背景和意义61.1.1研究背景61.1.2研究意义61.2文献综述71.2.1国外研究现状71.2.2国内研究现状72古茗奶茶的现状和特点82.1古茗奶茶简介82.2福建省古茗奶茶经营现状83古茗奶茶的环境分析93.1古茗奶茶外部环境PEST分析方法93.1.1政策与法律环境分析93.1.2经济环境分析93.1.3社会文化与自然环境分析93.1.4技术环境分析103.2古茗奶茶SWOT分析103.2.1机会方面103.2.2优势方面103.2.3劣势方面103.2.4威胁方面113.3古茗奶茶波特五力竞争环境分析113.3.1现有竞争企业113.3.2潜在进入者威胁123.3.3替代品