目录1绪论...................................................................................................................31.1选题背景及研究意义....................................................................................31.1.1选题背景...............................................................................................31.1.2研究意义...............................................................................................41.2研究思路和方法............................................................................................41.2.1研究思路...............................................................................................41.2.2研究方法...............................................................................................4（1）文献研究法。................................................................................4（2）比较分析法。................................................................................5（3）案例分析法。................................................................................51.3研究创新点....................................................................................................52国内目前关于过度营销的研究现状...............................................................62.1过度营销........................................................................................................6（1）过度营销概念的界定..........................................................................6（2）过度营销的表现形式..........................................................................6（a）过度的产品策略............................................................................6（b）过度的价格策略............................................................................7（c）过度的渠道策略............................................................................8（d）过度的促销策略............................................................................82.2“4Ps”营销理论...........................................................................................83普洱茶营销现状及问题研究...........................................................................93.1普洱茶的概念界定与分类............................................................................93.1.1茶的概念界定.......................................................................................93.1.2普洱茶分类...........................................................................................93.2分析普洱茶营销市场现状............................................................................93.3普洱茶市场存在的问题..............................................................................114过度营销的危害及其应对策略.....................................................................114.1过度营销的危害..........................................................................................114.1.1引发恶性竞争.....................................................................................114.1.2透支市场消费潜力.............................................................................114.1.3消费者心理预期被强化，给企业带来障碍......................................124.1.4过度营销具有功利性，损害了消费者的利益..................................124.2普洱茶市场的SWOT分析.................................
