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；AbstractAtpresent,withtherapiddevelopmentofmilkteaindustry,moreandmoredomesticbrandsarerisingcontinuously,andthemarkethasbeengraduallysaturatedinafewyears.Asabrandthathasdevelopedrapidlyinrecentyears,ancientteamilkteahasbeenrecognizedbythevastnumberofconsumersforitsuniquetasteandservicequality.However,inthefaceofsuchfierceandcomplicatedcompetitioninthemarket,howtomaintainandimproveitscorecompetitivenessandthebrandloyaltyofthevastnumberofconsumersisthekey.Therefore,thearticleanalyzesthecurrentmarketingstrategyofancientteamilktea,andwiththehelpofPESTanalysismethod,SWOTanalysismethodandPorter'sFiveForcescompetitiveenvironmentanalysis,itsummarizessomeproblemsthatancientteamilkteacurrentlyfaces,suchastheimpactofsocialconcepts,insufficientproductcostperformance,insufficientpublicityandpromotionefforts,andfiercemarketcompetition,andproposescorrespondingeffectiveimprovementmeasures:eliminatingsocialconceptsandstrengtheningproductquality;Reasonablepricing;Formulatedifferentiationstrategy;Intensifypublicityandpromotionmeasures;Strengtheninternalmanagementandestablishandperfectincentivemechanism.Keywords:marketenvironment;Ancientteamilktea;Marketingstrategy;目录TOC\o"1-3"\h\uHYPERLINK\l"_Toc6330"1绪论PAGEREF_Toc63306HYPERLINK\l"_Toc32220"1.1研究背景和意义PAGEREF_Toc322206HYPERLINK\l"_Toc31969"1.1.1研究背景PAGEREF_Toc319696HYPERLINK\l"_Toc24707"1.1.2