茶馆选址及营销计划(英文版VIP免费

Tableofcontents1.Introduction……………………………………………………………………………22.Historyandbriefanalyzeoftea………………………………………………………23.NameandlocationoftheTeashop……………………………………………………44.Theteashop’sspecialcharacteristicsanditsmarket-orientedmission……………….55.Theinvestmentandprofitsanalysis…………………………………………………76.Conclusion…………………………………………………………………………...77.References…………………………………………………………………………….88.Localteashopobservationsheet………………………………………………………99.Teashopnameandsomepicture…………………………………………………….backIntroductionTorontoisfamousforitsmulti-culture.Therearemanydifferentnationsinthiscity.Amongthesenations,IndianandChineseimmigrantsarethemost.ManyChineseorIndianpeoplelovetohaveacupoftraditionaltea,insteadofcoffeeduringtheday.TheyarenotusedtogoingtoTimHortonorStarbucksformeetingtheirfriendsandspenttimealone.Theyneedaplacetheycanfeelcomfortable,andAsian.Ateaplaceforethniccommunitytosocialisondemand.Currently,teaismorepopularthaneverinNorthAmerica.Cai,Quanbao(1998),thepresidentoftheTeaAssociationoftheUSA,forecaststheteamarketandstatesthat"teawillcontinuetogrowatdoubledigitratesoverthenextseveralyearsandmightevenexceedthoseexpectationswithincreasedmarketinginvestment"(p10).TheteasalonsfirstappearedinNewYorkCityandhaveincreasedforthelastseveralyears(Teatime,1998).EveryindicationisthattherewillbeastrongmarketforteaintheUnitedStatesforthenextfiveortenyears(Barr,V.&Broudy,C.E.(1996).Canadiansdrinkover7billioncupsofteaeachyear(xtheteashopx).OnthebasisoftheseliteratureresearchandmarketresearchindowntownToronto,IamplanningtoopenateashopindowntownToronto.Iwilldetailmyproposalinthefollowingsections.HistoryandbriefanalyzeofteaTeaistheworld'smostpopularprepareddrink.ShenNong,discovereditin2737BC(Chow&Kramer,1990)whenatealeafaccidentallyfellintothebowlofhotwaterhewasdrinking.TeathenbecomeapopulardrinkinChina,andwasintroducedtotheworldlittlebylittle.Canadiansdidnothavetheirfirstteauntil1717,whichwasimportedbytheHudsonBayCompany.Intheearly19thcentury,afternoonteaasasocialcustom,wasoriginatedbyAnna,7thDuchessofBedford.TheDuchessbeganinvitinggueststojoinherforacupofteaandsomesweetsandsavoriesintheafternoon,inordertofillthelonggapbetweenbreakfastandlatedinners.TheritualcaughtoninEnglandandNorthAmericaandsoonbecameanafternoontraditionthatremainstoday.Modernafternoonteaattrendyteasalonsandcafésfeatureawidevarietyofqualityteasandfinefingerfoods.Itisgenerallybelievedthattherearefivecategoriesoftea:Blacktea,greentea,oolongtea,FlavoredTea,andHerbal/Tisane.MostcommonlyusedinNorthAmericanteabags,blackteaismadefromleavesthathavebeenfullyoxidized,producingaheartydeeprichflavorinacoloredamberbrew.Keemunisthemostfamousoneamongblackteafamily.KeemunisthefoundationofmanyEnglishbreakfastblends.(SomeEnglishBreakfastsareallKeemun.)(Brigham,B(1999).MostpopularinAsia,greenteaisnotoxidized.Itiswithered,immediatelysteamedorheatedtopreventoxidationandthenrolledanddried.Itischaracterizedbyadelicatetaste,lightgreencolorandisveryrefreshing(Brigham,B(1999).Jasmineisoneofthegreentea.Jasmineteahaslongbeenafavoriteofteaconnoisseursaroundtheworld.Thecompellingandabsorbingfragranceofjasmineblossomslingeringabovethepotastheteaisbrewedmustsurelybeoneoflife'slittleje...