本科毕业设计（论文）
茶叶市场营销战略研究—以福建安溪铁观音集团为例
学 院 管 理 学 院
专 业 工 商 管 理
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I
摘 要
市场营销战略是企业战略管理的重要组成部分，在买方市场的今天，加强对市场营销战略的研究，有助于实现企业的发展与消费者的需求相吻合。茶叶作为我国的传统优势产业，其产量在世界排名第一，出口第二，但却总是以低端的身份出现在世界经济舞台上，茶商如何做好市场营销战略有助于我国摆脱我国茶叶在国际上低端的身份。
安溪铁观音作为我国特种茶，有着天然的产品特性与文化优势，而安溪铁观音集团是安溪铁观音发展的一面旗帜,本文旨在以福建安溪铁观音集团的市场营销战略为例，分析安溪铁观音集团的营销战略面临的宏观环境、微观环境及SWOT分析。
本文通过分析安溪铁观音集团营销战略所面临的环境，分析总决安溪铁观音集团营销策略的成功与不足之处，最后对安溪铁观音集团的营销策略提出意见，希望对其他茶企有借鉴意义。
关键词：市场营销，战略，茶叶市场，安溪铁观音
II Abstract
Marketing strategy is an important component of management strategy，in today's
buyer's market, strengthen the marketing strategies of the market, contributes to the
achievement of business with consistent with both the consumers. Tea as the traditional
industries in China, with its output ranked first in the world, export the second, but it always
appeared as a low-end stage in the world economy, merchants how to do plan the marketing
strategies can help to get rid of the low status in the world.
Anxi Tieguanyin as a special tea in China, have its natural product characteristics and
cultural superiority, Anxi Tieguanyin Group is a banner of the development of Anxi
Tieguanyin, this paper aims to make Fujian Anxi Tieguanyin Group marketing strategy as an
example, describe the Anxi Tieguanyin Group's macro—environment, micro-environment
and SWOT analysis.
By analyzing the Anxi Tieguanyin group environment ，when do its marketing strategy,
analysis of total marketing strategy of Anxi Tieguanyin group's success and shortcomings,
and in the last of the paper, improve views for the marketing strategy of Anxi Tieguanyin,
hope to reference for other tea enterprises.
Key words：Marketing，Strategy，Tea market，Anxi Tieguanyin II 目 录
1 绪论 ................................................................. 1
1.1 研究背景及意义 .................................................... 1
1.2 研究现状 .......................................................... 1
1.3 本文研究方法 ...................................................... 2
1.4 本文研究内容与框架 ................................................ 2
2 基础理论分析 .......................................................... 4
2.1 营销战略 ......................................................... 4
2.2 SWOT分析理论 .................................................... 5
2.3 STP营销理论 ..................................................... 5
2.4 4Ps营销理论 ..................................................... 5
2.5 茶叶营销理论 ..................................................... 6
3 茶产业发展历程及背景分析 .............................................. 7
3.1 茶产业的概况 ...................................................... 7
3.1.1茶叶的种类 ........................................................................................................................... 7
3.1.2 茶叶发展史——以青茶铁观音为例 .................................................................................. 8
3.2 茶业市场全球发展状况分析 ......................................... 9
3.2.1 生产规模扩大，绿茶增速高于红茶，特种茶成为亮点 .................................................. 9
3.2.2 茶叶消费倾向多元化、年轻化 .......................................................................................... 9
3.2.3 消费增长慢于产量，价格趋于稳定，高档茶叶需求旺盛 .............................................. 9
3.3 茶叶市场加强营销战略研究的必要性 ................................ 10
3.3.1 茶叶市场实施市场营销的重要性 .................................................................................... 10
3.3.2 茶企市场营销的现状 ........................................................................................................ 11
4 安溪铁观音集团市场环境分析 ........................................... 13
4.1 集团简介 ........................................................ 13
4.2 宏观环境分析 .................................................... 13
4.2.1自然环境............................................................................................................................. 13
4.2.2 政治法律环境 .................................................................................................................... 14
4.2.3 人口环境............................................................................................................................ 14
4.2.4 经济环境............................................................................................................................ 15
4.2.5 社会文化环境 .................................................................................................................... 15
4.2.6 科学技术环境 .................................................................................................................... 15
4.3 微观环境 ........................................................ 16
4.3.1 潜在竞争者威胁 ................................................................................................................ 16
4.3.2 行业内现有企业的竞争 .................................................................................................... 17
4.3.3 行业替代品的压力 ............................................................................................................ 18
4.3.4 购买者的压力 .................................................................................................................... 18
4.3.5 供应商的压力 .................................................................................................................... 19
4.4 安溪铁观音集团SWOT分析 ......................................... 19
4.4.1 优势分析............................................................................................................................ 20
4.4.2 劣势分析............................................................................................................................ 20
4.4.3 机会分析............................................................................................................................ 21
4.4.4 威胁分析............................................................................................................................ 21