【摘要】：随着中国市场经济的发展，社会产品极大丰富，消费者的选择余地有了极大提高，食品行业业尤甚，作为该行业的成员之一，奶茶产品经营商所面临的市场考验同样也相当严峻，商家的经营策略，成为商家安身立命之本，市场的转型，消费者消费习惯、特点的转换及相关要求的提高，成为考验商家营销策略的试金石。本文旨在帮助处于市场激烈竞争以及严峻考验中的食品行业（以一点点奶茶为研究原型和代表）找到合理的经营对策，其研究成果不仅能够帮助商家改善经营、优化市场结构，为商家提供合理的意见与建议，更能帮助消费者享受到好的产品与服务，可谓相得益彰，具有积极的实际意义。70178

毕业论文关键词：一点点奶茶、品牌推广、经营策略、市场转型

[Abstract]:As the Chinese economy develops, the social products are so sufficient, consumers are facing more selections, especially in dinning industry. As the representative enterprise in this industry, the hot pot restaurants are also facing the same challenges from the market, the sales strategies of the enterprise leaders become the key points for the shops to survive. The update of market, the change of the habits and inpidualisms of the consumers, together with the elevation of relative requests are all testing the functions of each kind of sales strategies. This thesis, aims to help the dining restaurants in serious challenge to find reasonable operating strategy, its researching consequents can not only help the enterprises to improve their operation, optimize the market structure and supply reasonable suggestions for them, it can even help the consumers to enjoy better products and service, which are of actual senses.

Keywords: Yidiandian milk tea, Brand promotion, Sales strategy, Market update

目录

1. 绪论 4

1.1 研究背景 4

1.2 研究目的及意义 4

1.3 研究方法 5

1.3.1文献研究法 5

1.3.2问卷调查分析方法 5

1.3.3理论分析与实践分析相结合的方法 5

1.4 研究创新点 6

1.5 国内外研究现状 6

1.5.1 国内研究现状 6

1.5.2 国外研究现状 7

2. 文献综述 8

2.1.1 产品观念 8

2.1.2 市场营销观念 8

2.1.3 社会营销观念 8

2.1.4 品牌传播 9

3 一点点奶茶简介及其概况 9

3.1 一点点奶茶发展历程 9

3.2 一点点奶茶营销策略存在的问题 10

3.2.1 调查问卷 10

3.2.2 问卷调查结果分析 10

3.2.3 产品构成缺乏特色 10

3.2.4 价格策略不够精准 10

3.2.5 渠道策略不够适当 11

3.3 一点点奶茶营销策略改进 11

3.3.1 产品策略改进 11

3.3.2 价格策略改进 12

3.3.3 渠道策略改进