浅谈黄山毛峰品牌营销-毕业论文（设计）.docVIP

精品 PAGE I 本科毕业论文 浅谈黄山毛峰品牌营销 SHOWING HUANGSHAN MAOFENG TEA BRAND MARKETING 学院（部）： 经管学院 专业班级： 营销08-1 学生姓名： 指导教师： 2012 年 05 月 20 日 精品 浅谈黄山毛峰品牌营销 摘要 黄山毛峰以其茶叶白毫披身，芽尖峰芒，且鲜叶采自黄山高峰故名，跻身中国十大文化名茶之列，但是尽管其名声在外，但在西湖龙井、铁观音等茶叶品牌在茶叶市场称雄称霸的时候黄山毛峰显得逊色了许多。本文的研究对象就是黄山毛峰这个品牌，通过研究黄山毛峰在市场营销活动中存在的问题以及如何进行营销理念创新，运用文献研究法、经验总结法、描述性研究法和定性分析法等研究方法，分析黄山毛峰市场现状，针对其存在的问题重点提供可行性建议，最后总结研究黄山毛峰品牌营销的意义。 关键词：黄山毛峰，环境现状，面临问题，品牌营销，战略意义 SHOWING HUANGSHAN MAOFENG TEA BRAND MARKETING ABSTRACT Huang Shan Mao Feng with its tea pekoe Phi body bud spikes Mans, and the fresh leaves collected from the Huangshan peak named among the ten cultural tea in China, but despite its reputation, but in the West Lake Longjing tea, Tie Guan Yin tea brandHuang Shan Mao Feng tea market dominated hegemony seems a lot less. Object of this paper is Huang Shan Mao Feng brand, through the study of Huang Shan Mao Feng marketing activities as well as innovative marketing idea, the use of documentary research, the experience method, descriptive method, and qualitative analysis Huang Shan Mao Feng market situation and feasible suggestions for the focus of its problems, and concluded to study the significance of Huang Shan Mao Feng brand marketing. KEYWORDS:huangshanmaofeng tea, environment present situation, the problem faced, brand marketing and strategic significance 目录 TOC \o 1-3 \h \u HYPERLINK \l _Toc12140 摘要 PAGEREF _Toc12140 I HYPERLINK \l _Toc31591 ABSTRACT PAGEREF _Toc31591 II HYPERLINK \l _Toc20885 绪论 PAGEREF _Toc20885 1 HYPERLINK \l _Toc990 1黄山毛峰的具体概况 PAGEREF _Toc990 1 HYPERLINK \l _Toc25850 2黄山毛峰的市场营销环境现状 PAGEREF _Toc25850 3 HYPERLINK \l _Toc22126 2.1黄山毛峰的宏观市场营销环境现状 PAGEREF _Toc22126 3 HYPERLINK \l _Toc3495 2.1.1人口环境 PAGEREF _Toc3495 3 HYPERLINK \l _Toc10100 2.1.2政治法律环境 PAGEREF _Toc10100 3 HYPERLINK \l _Toc13590 2.1.3经济环境 PAGEREF _Toc13590 3 HYPERLINK \l _Toc28356 2.1.4文化环境 PAGEREF _Toc28356 4 HYPERLINK \l _Toc32493 2.1.5自然环境