奶茶饮品蜜雪冰城营销策略研究

摘 要新鲜又好喝的现制奶茶类饮品，已经成为都市青年茶余饭后的首选。目前，我国的奶茶饮品市场已逐渐呈现多元化趋势，其中以喜茶、乐乐茶、奈雪的茶等为高端轻奢品牌，一点点、coco 都可紧跟其后，市场竞争相当残酷。蜜雪冰城是专注于经营新鲜冰淇淋和奶茶的饮品连锁品牌。自上个世纪末成立以来在中国的中部地区具有很高的品牌知名度。本文在研究了国内外市场营销相关文献的基础上，对奶茶饮品蜜雪冰城的发展状况进行 SWOT 分析，同时依据对郑州市场消费者购买习惯的调查数据进一步挖掘，借助 4Ps 营销理论对蜜雪冰城的营销策略进行了优化，完善现有的营销策略。关键词：SWOT 分析；奶茶饮品；4Ps 营销策略AbstractFresh and delicious milk drinks have become the first choice of urban youth after dinner. Currently, the Chinese milk market has gradually shown a trend of diversification, among which the tea of Xi tea, Lele tea and Naixue are high-end luxury brands, a little and Coco can closely follow, Michelle Ice City is a beverage chain brand, Since its founding at the end of the last century, it has a high brand awareness in Central China. Based on the research of domestic and foreign literature, this paper carries out a SWOT analysis of the development of Milk Honey Snow Ice City and Further excavate consumer purchasing habits on the Zhengzhou market, optimize the marketing strategy of the Honey Snow City with the help of 4Ps marketing theory and improve the existing marketing strategy.Keywords: SWOT analysis;milk tea drink; 4Ps marketing strate目 录1 绪论 …………………………………………………………………………………11.1 研究背景及意义………………………………………………………………… 11.2 研究方法及内容………………………………………………………………… 21.2.1 研究方法………………………………………………………………………21.2.2 研究内容………………………………………………………………………21.3 文献综述………………………………………………………………………3...