第四届建行“e路通”杯2010全国大学生网络商务创新应用大赛
花香茉莉 茶满榕城
一、项目简介
1.选题背景 ····························································3
2.茉莉花茶网络营销分析···············································4
2.1茉莉花茶网络营销分析
市场SWOT································ 5 2.2网络营销的优势 ················································ 5
2.3网络营销的劣势 ················································ 6
二、我国茉莉花茶市场分析
1.茉莉花茶行业分析 ··················································· 6
2.现阶段茉莉花茶市场形势············································· 7
3.茉莉花茶市场容量需求 ·············································· 8
4.未来市场预测及投资分析············································· 9
三、福州市茉莉花茶企业营销现状及问题分析
1.福州市茉莉花茶产业的优势 ·········································· 10
2.福州市茉莉花茶企业营销存在的问题 ································· 10
3.福州市茉莉花茶营销对策··············································11
四、茉莉花茶项目营销方案
1.福州闽蜜香公司简介 ·················································13
2.茉莉花茶市场STP分析 ·············································· 14
3.茉莉花茶市场4C分析 ··············································· 18
五、茉莉花茶项目的网络推广策略
1.总体策略······························································21
2.策略诠释······························································21
3.品牌文化策略························································· 22
4.网络营销实施安全审计系统························································· 23
六、财务分析
1.股本结构······························································ 28
2.资金来源与运用······················································· 28
套筒冠
3. 财务报表····························································· 29
4. 投资回报····························································· 30
5. 潜力分析····························································· 30
七、项目风险与控制
1.政策风险与对策······················································· 31
磨内喷水
2.市场风险与对策······················································· 32
3.经营风险与对策······················································· 32
附录一：茉莉花茶项目消费者问卷调查 ································· 33
附录二：茉莉花茶消费者年龄结构图····································· 36
附录三：茉莉花消费者常饮用的花茶产区结构图························· 37
附录四：茉莉花消费者认知花茶的途径结构图····························· 37
一、项目简介 电视制作
1.选题背景
我国是茶的故乡，悠悠五千年前，"神农尝百草，日遇七十二毒， 得茶而解之"，之说。多少年来，中华茶文化植根于源远流长的华夏文明，吸取了民族优秀传统中丰涵无比的给养，融宗教、哲学、医学、格律、乐理、绘画、美学、建筑学等各家之长，发展成为我国文化宝库中弥可珍贵的遗产，在历史的长廊中熠熠生辉。
福建产茶源于汉、兴于唐，而盛于宋。陆羽《茶经》记载：“福州、建州（今建瓯）所产之茶，往往得之，其味极佳。福建省是我国最主要的产茶省份之一,素有”茶之乡、茶之祖、茶之源、茶之韵＂的雅称。
福建的茉莉花茶历史悠久，早在16世纪即有制作此茶的记载。清咸丰年间（1851～1861）已大量生产。新中国成立后，福建茉莉花茶的产、质量不断提高。福州茉莉花茶一直是国家的外事礼茶，改革开放前，除销往北京及北方地区等地,中国出口港澳地区和东南亚各国。的茉莉花茶均为福州出产。 近些年来，随着亲近自然、健康生活、追求个性的生活理念悄然兴起，茶作为一种传统饮料，受到的关注度越来越高。然而尽管目前我国的茶园面积世界第一，茶叶产量居世界第二，茶叶因此被称为“国饮”，但是茶叶的市场价值及特尚未被完全挖掘出来，这使得我国的茶叶生产在国内和国际两个市场均处于一种比较尴尬的境地。此外，茉莉花茶产品老化和品牌的老化，以及其他茶类品牌的崛起，消费者受到市场流行趋势的引导导致茉莉花茶在竞争中处于弱势。 通过对网络营销工具的运用，宣传福州茉莉等花茶品牌。通过网络营销模式打破传统市
场营销效率低、市场狭窄的缺陷，最终为公司带来潜在的经济利益。并且通过产品的宣传，开发福建茉莉花茶叶的交流市场，促进当地经济热点的发展以及中国茶叶市场的创新突破，弘扬中国茶文化。
从茶文化方面看，品茶、待客是中国人高雅的娱乐和社交活动，坐茶馆、茶话会ca1214则是中国人社会性体茶艺活动。中国人饮茶，注重一个“品”字。“品茶”不但是鉴别茶的优劣，也带有神思遐想和领略饮茶情趣之意。喝茶,看起来漂亮，闻起来芳香，端起来优雅，喝起来受益。
茉莉花茶不仅有茶的功效，而且具有花的药理作用，裨益人体的健康。
茉莉花茶是绿茶经多次用茉莉鲜花窨制加工而成的，被称为花茶中之珍品。茶引花香，花增茶味，茶味与花香巧妙地融合，构成了茉莉花茶特有的品质。浓郁的香气、鲜爽的茶味，冲泡品饮，令人心旷神怡。
根据茶叶独特的吸附性能和茉莉花的吐香特性，经过一系列工艺流程加工窨制而成的茉莉花茶，既保持了绿茶浓郁爽口的天然茶味，又饱含茉莉花的鲜灵芳香，因此它是我国乃至全球现代最佳天然保健饮品。
从茶的功效方面看,茶有健身、治疾之药物疗效，又富欣赏情趣，可陶冶情操之效。在百忙之中泡上一壶浓茶，择雅静之处，自斟自饮，可以消除疲劳、涤烦益思、振奋精神，也可以细啜慢饮，达到美的享受，使精神世界升华到高尚的艺术境界。
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