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论文编号：	14057
作者编号：	2320200589
上传时间：	2023/6/8 10:47:16
中文题目：	蜜雪冰城公司市场营销策略研究
英文题目：	Research on Marketing Strategy of Mixue Ice Cream & Tea Company
指导老师：	胡望斌
中文关键字：	新茶饮；市场定位；营销策略
英文关键字：	New tea industry; Marketing positioning; Marketing strategy
中文摘要：	近年来新茶饮的概念逐渐被大众熟知，新茶饮行业以年轻消费者为主要的客户群体，采用数字化技术完成产品制售，产销效率非常高。新茶饮以其充满新时代特色的品牌形象，获得了广大顾客群体的青睐。蜜雪冰城作为新茶饮品牌的代表，逐渐发展壮大，其门店如雨后春笋般在国内城市（特别是三线以下城市）广泛开设。虽然新茶饮为餐饮行业带来了新的增长点，但由于该行业产品同质化严重、中小品牌缺乏竞争力，闭店潮的现象相继出现。 蜜雪冰城于1997年在河南省创办，从1997-2022年这十年间，从一间小橱窗到全球范围内两万多家门店的商业新星，蜜雪冰城可以被称为是我国茶饮界的现象级存在。蜜雪冰城在“2021中国茶饮十大品牌”榜单中，位居第三。相较于其它新茶饮企业，蜜雪冰城在研发、生产、技术等方面都未有显著优势，其争取市场份额的核心因素就是营销策略，因此作者认为蜜雪冰城的成功是以营销策略为龙头带动企业发展的典型范例。 本文致力于对新茶饮行业代表企业--蜜雪冰城公司的营销策略进行详细的研究，运用理论工具解决其营销各环节中的具体问题。本文采用PEST工具，从政治、经济等宏观环境的角度对现有营销策略进行评估；采用7ps理论，从产品、价格、渠道等方面寻找营销问题及问题来源；采用STP理论解析蜜雪冰城公司的目标市场、市场细分和市场定位；应用SWOT工具，将该公司所处的内、外部条件进行组合研究，并基于研究结果优化营销策略。 本文以提升蜜雪冰城公司盈利能力为目标，通过全面分析其市场营销现状，找到其营销策略中的主要问题，并有针对性的制定优化方案和保障策略，同时为新茶饮行业的其它企业提供优化营销策略的参考方案。
英文摘要：	In recent years, the concept of new tea drinks has gradually become well known to the public. Its main customer group is young consumers. It adopts digital technology to complete the product sales system, and the production and sales efficiency is very high. With its brand image full of new era characteristics, New Tea has won the favor of the vast number of customers. In recent years, Mixue Ice Cream & Tea Company，as a representative of new tea brands, has gradually developed and expanded, and its stores have sprung up in domestic cities (especially those below third-tier cities). New tea drinks have brought new growth points to the catering industry. However, due to the serious homogeneity of new tea drinks and the lack of competitiveness of small and medium-sized brands, new tea drinks stores have experienced a wave of closures one after another. Founded in 1997 in Henan Province, Mixue Ice Cream & Tea Company has grown from a small shop to a commercial star with more than 20,000 stores worldwide during the decade from 1997 to 2022. Mixue Ice Cream & Tea Company can be regarded as a phenomenon in the tea industry in China. In 2021, Mixue Ice Cream & Tea Company ranks the third in the "Top 10 Tea Brands in China" list. Compared with other new tea drinking enterprises, Mixue Ice Cream & Tea Company has no significant advantages in research and development, production, technology and other aspects. The core factor to win market share is marketing strategy. So the success of Mixue Ice Cream & Tea Company is a typical example of the development of enterprises led by marketing strategy. This thesis is devoted to a comprehensive analysis of the marketing strategy of Mixue Ice Cream & Tea Company, a representative enterprise of the new tea beverage industry, and to solve specific problems in its marketing process by using theoretical tools. This thesis uses PEST model to evaluate the existing marketing strategies from the perspective of macro environment. 7PS analysis model was used to find marketing problems and their causes from the aspects of products, prices and channels. The STP analysis model was used to analyze the target market, market segmentation and market positioning of Mixue Ice Cream & Tea Company. SWOT analysis was used to combine and analyze the internal and external conditions of the company, and the marketing strategy was optimized based on the research results. This thesis aims to improve the profitability of Mixue Ice Cream & Tea Company, through a comprehensive analysis of its marketing status, find out the main weakness in its marketing strategy, and establish targeted optimization plans and guarantee strategies, and provide reference plans for other enterprises in the new tea industry to optimize their marketing strategies.
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