白茶体验式营销新模式设计

　　摘 要

　　近年来，养生保健得观念日趋深入人心，所以白茶等可以贮藏得老茶因为其特有的保健价值和收藏价值而越来越受到消费者的青睐。随着白茶被越来越多的消费者所了解并喜爱，白茶的价格在近年也出现大幅度上涨。就目前市场行情来看，白茶尚属小众产品，价格比较合理。如果能够抓住市场的机遇，有效的整合各种资源，投资以白茶为主的老茶会取得比较好的投资回报，但是如果想在茶市这个传统市场中脱颖而出又必须在营销上体现差异化，走一条别人没走过的新路。

　　本论文是一篇商业计划书，讨论如何把握这个商机，以全新的营销方式来获得投资回报。本论文介绍了产品和营销理念，论述了准备运作的商业模式，从市场现状分析了行业及市场的发展趋势，从融资和投资回报率分析进行了未来收益的预估。以“存老茶，喝新茶”,“茶窖投资，理财新途径”等理念作为引导，设计了出全新体验式营销模式，目前该模式在本地（长春市）市场尚无先例。论文中也就可能出现的风险进行了分析，提出了六种最主要的潜在风险，并针对每一种风险做出了应对策略。

　　本文应用了 SWOT 分析，市场分析，定价策略，营销管理等管理学知识和相应的工具，在此基础上紧密联系市场实际，以具有较大市场潜力的产品-白茶，作为理论分析的落脚点，也以此为其他老茶产品的营销提供可借鉴的理论和和启发。

　　关键词：老茶，白茶，茶窖，营销，创业

　　Abstract

　　In recent years, as the concept of life cultivation and health preservation are graduallyrooted among the people, the old tea products such as white tea that can be stored for a longtime have become more and more popular among consumers because of their unique healthcare value and collection value. As more and more consumers are familiar with and fond ofwhite tea, the price of white tea has also grown up greatly in recent years. Seen from thecurrent market condition, the white tea is still a niche product, and its price is relativelyreasonable. A good return on investment will be obtained if you can grasp the marketopportunity, and effectively integrate various resources to invest the old tea dominated bythe white tea. However, standing out in such traditional tea market must demonstratedifferentiation in marketing and explore a new path that nobody once goes by.

　　This paper is a business plan, discussing how to grasp this business chance to win returnon investment by a brand-new marketing pattern. The paper introduces the product andmarketing concept, discusses the business model to be operated, analyzes the developmenttendency of this industry and market according to the present market situation, and alsoanalyzes the estimated future benefits from perspective of the financing and the rate of returnon investment. Under the guidance of the new ideas such as such as “Storing Old Tea andDrinking New Tea”, “Investment in Tea Cellar, a New Way of Fund Management”, abrand-new experiential marketing pattern is designed. Currently, this pattern isunprecedented in the local （Changchun City） market. This paper analyzes the possible risks,presents 6 major potential risks, and provides countermeasures for each risk.

　　This article uses some knowledge and tools of the management science, such as SWOTanalysis, pricing strategy, and marketing management. On the basis of this, it closelyconnects the market practice and takes the white tea that has a great market potential as thetheoretical basis to provide theory and enlightenment that can be used as the reference forthe marketing of other old tea products.

　　Keywords:Old Tea, White Tea, Tea Cellar, Marketing, Pioneering Work
 

　　目 录

　　第 1 章 绪论

　　1.1 选题背景

　　1.2 执行摘要

　　1.3 公司基本情况

　　第 2 章 产品及服务描述

　　2.1 导语

　　2.2 产品

　　2.2.1 白茶保健功效最好，农残检测安全

　　2.2.2 白茶最具贮藏价值，升值潜力巨大

　　2.2.3 上游厂商具有优势资源

　　2.3 服务

　　2.3.1 门店茶窖的种类

　　2.3.2 私人订制茶窖

　　2.4 服务项目及费用的构成

　　2.5 产品及服务的竞争优势与劣势

　　2.5.1 产品优势

　　2.5.2 服务优势

　　2.5.3 产品劣势

　　2.5.4 服务劣势

　　第 3 章 行业及市场

　　3.1 中国茶叶行业大趋势

　　3.2 白茶市场现状及预测

　　第 4 章 营销策略

　　4.1 产品策略

　　4.2 价格策略

　　4.3 渠道策略

　　4.4 广告促销策略

　　第 5 章 商业模式及财务预测

　　5.1 资金来源和使用计划

　　5.2 商业模式及收益预测

　　5.2.1 店铺选择及目标客户

　　5.2.2 盈利模式

　　5.2.3 利润预测

　　5.3 现金流分析和权益分配

　　5.4 投资方享有的监督和管理权力

　　第 6 章 风险控制

　　6.1 风险一：供应发生波动，采购成本上升，影响利润空间

　　6.2 风险二：客户不接受我们的茶窖模式

　　6.3 风险三：现金流不足

　　6.4 风险四：股东拆伙

　　6.5 风险五：核心资源掌握在少数人手里

　　6.6 风险六：竞争对手复制我们的模式

　　总 结

　　参考文献

　　致 谢