名山茶叶的营销渠道策略探析张国伟

毕 业 论 文

学生姓名： 张国伟 学 号： 20062557

学 院： 商学院

专业年级： 06级市场营销一班

题 目： 名山茶叶的营销渠道策略探析

指导教师： 方威 副教授

评阅教师：

2010年05月

摘 要

名山是四川省产茶第一大县，全国100强产茶大县之一，也是全国十大名茶

产区之一。名山县地处四川盆地西南部，是世界茶文化的发源地，素有“仙茶故乡”的美誉。由于名山茶叶的品牌宣传与自己的产品实力严重脱节，优质产品也只能以平庸的价格出售，无形中缩小了企业的利润空间，削弱了企业在市场上的竞争力，也减少了茶农的收入。目前，名山茶产品营销的核心问题主要集中在茶叶的生产质量和档次的提高、品牌建设、分销渠道建设、促销宣传等方面，在分销渠道建设方面尤为突出。本文通过对名山茶叶企业的营销渠道状况的调查，着重分析了名山茶叶企业在分销渠道上存在的问题、成因以及特点，并结合当地实际情况，从政府与企业角度出发，提出了如何完善和改进名山茶叶营销渠道的建设的策略。

关键词 营销渠道建设；渠道创新；茶叶企业；分销渠道；销售终端

Title The tea of Ming Shan marketing strategy

Abstract:

Tea in the mountains of sichuan province, a county, the top 100 counties in large tea is one of the top of the region. Mountains located in southwest sichuan basin county, is the birthplace of the tea culture, known as the "fairy" hometown of tea. Due to the nature of the tea with their product brand promotion, quality products apart seriously strength only sold to mediocre, virtually reduced the profit space for the company, weakened the competitiveness of the enterprises in market, and also reduce the income of farmers. Currently, the core problem product marketing tea mainly

concentrated in tea production quality and grade of improving and brand building, distribution channel construction, sales promotion, etc., in the construction of distribution channels. Based on the famous tea enterprise marketing situation investigation, this paper analyzed the famous tea enterprise in distribution channels on existing problems, causes and characteristics, and combined with actual situation, from the local government and enterprises, and puts forward the viewpoint to perfect and improve the construction of marketing channels famous tea.

Keywords: Marketing channel construction, Channel innovation, Tea enterprise, Distribution channels, Sales terminals

目录

一、引言······················································································ 错误！未定义书签。

二、名山茶叶营销渠道的现状与特点······································ 错误！未定义书签。

2.1现状················································································· 错误！未定义书签。

2.2特点················································································· 错误！未定义书签。

三、名山茶叶营销渠道问题分析·············································· 错误！未定义书签。

3.1不重视营销渠道建设····················································· 错误！未定义书签。

3.2缺乏营销渠道的设计能力············································· 错误！未定义书签。

3.3缺乏对营销渠道的有效管理········································· 错误！未定义书签。

四、名山茶叶营销渠道的策略·················································· 错误！ …… 此处隐藏：9933字，全部文档内容请下载后查看。喜欢就下载吧 ……