日春茶业的服务营销分析—以福建省为例

1摘 要随着我国经济的不断发展，人们对于饮茶也逐渐重视起来。根据调查显示,中国年产茶 198 万吨,人均喝茶 566 克。在全球有 160 多个国家与地区近 30 亿人喜欢喝茶,这意味着每经过四个国家就要三个国家喜欢喝茶,在中国截止 2016 年统计,保持喝茶习惯的人在 4.7 个亿。”随着人们健康意识的不断提高，喝茶的人数将不断的增加。茶业作为中国自古以来就有的产物，而福建更是茶业的发源质地。茶叶的在中国产量与产量都将持续增长。各大茶企不断崛起壮大，由于茶业销售的特殊性质，服务在其销售过程中起到了显著的作用。因此，想要在竞争激烈的茶企中生存，茶企制定自身的服务营销尤为重要。本文通过日春茶业的 SWOT分析，以服务营销 7P 理论作为理论依据，针对日春茶业服务营销现状，发现其中存在的服务标准不统一、产品形式单调、促销手段过时、品牌推广有待加强等问题，并针对其问题，提出相应的优化建议如：提高整体服务水平、优化产品组合、丰富促销形式、加强品牌推广。关键词：日春茶业；服务营销；营销策略AbstractWith the continuous development of China's economy, people have gradually attached importance to drinking tea. According to the survey, China produces 1.98 2million tons of tea per year and drinks 566 grams of tea per capita. There are more than 3 billion people in more than 160 countries and regions around the world who like to drink tea, which means that three countries like to drink tea after every four countries. According to statistics in China as of 2016,4.7people maintain tea drinking habits Billion. "With the continuous improvement of people's health awareness, the number of people drinking tea will continue to increase. The tea industry has been a product of China since ancient times, and Fujian is the origin of the tea industry. The production and output of tea in China will continue Growth. Major tea companies continue to rise and grow. Due to the special nature of tea sales, services have played a significant role in their sales process. The...