| The thesis mainly studies "Calmness.Bayu SilverNeedle"which is the new product of Chongqing Tea Co., Ltd.(CTCL). As an important carrier of CTCL's the brand strategy, "Calmness.Bayu SilverNeedle"will be the touchstone of success.From October 2009, CTCL cooporating with the well-known marketing companies, started to build the brand of "Calmness.Bayu SilverNeedle".In the early stages of this brand strategy, The thesis studies its gains and losses of market positioning and marketing strategy.Therefore, the study has a very high practical value.The thesis analyzes the inner and outer environment of "Calmness Bayu SilverNeedle" using a tool called "SWOT Analysis",including the market opportunities, market threats, its own advantages and disadvantages. Through analysis, there are many opportunities for "Calmness Bayu SilverNeedle"in Chongqing market,where it offers the possibility of rapid expansion including the regional advantages, policies, resources and government support.According to the U.S. competitive strategy scientist David's TOWS matrix strategy theory, the author obtained on the "Calmness BayuNeedle" marketing strategies, including the SO strategy, WO strategy, ST strategy and WT strategies.At the same time, the thesis focuses on"Calmness Bayu SilverNeedle" market positioning system. It firstly analyzes the market positioning of major competitors, through the analysis of market positioning system for "Lundao. Zhuyeqing" and "YunLing.YongchuanXiuya", it gets "Calmness Bayu SilverNeedle"market positioning conditions by a comparative analysis method.I mainly systematically expounded it from consumer positioning, product positioning and promotional positioning.In addition,the thesis mainly analyzes the"Calmness Bayu Silver Needle" marketing strategy, which section belongs to the main part of the paper. This chapter starts analysis in detail from the"Calmness Bayu SilverNeedle"product strategy, price strategy, advertising strategy, channel strategy and event marketing strategy, being from product quality and pricing.And by analyzing the main competitive products "Lundao.Zhuyeqing" product strategy, the author proposes a number of strategic proposals. In the product strategy, the paper analyzes the product demand strategy, through the"Big decision. Mind Sets"propaganda position which proposed by Guangzhou Li Mucai-advertising company,it draws a "Calmness Bayu SilverNeedles"connotations.Meanwhile,the thesis researches the price strategy of "Calmness Bayu SilverNeedles", by studying the main competitor "Lundao.Zhuyeqing" pricing system,comparatively draws the pricing strategy, and recommended that it should complete the price range of "Calmness Bayu SilverNeedles" inorder to give consumers more choices. Advertising strategy has been analyed from the selection strategy of the media, TV ads and print ads.The author made a number of diagnostics for this proposal through the advertising cost of the front inputs and outputs. As "Calmness Bayu SilverNeedle"has been invested heavily in the front advertising costs,the paper gives much attention on the media selection strategies.Through the "media audiences long tail theory",the paper results in the way how to select the media type and running time. It analyzes channels including directly group buy,the traditional channels and the internet channels,and interpretated the status quo of the various channels, then the author gives some diagnostic suggestions. Among them,the paper focuses on analyzing the Internet channel strategy. In recent years, the Internet channel is mainly focused and opened up by enterprise. The author analyzes the trends in development of the Internet, and draws a conclusion about CTCL's official website and online shopping mall group planning program,depending on the specific circumstances of CTCL and "Calmness Bayu SilverNeedles".In the traditional channels, the paper explains CTCL's chain shop, including the chain's mission, body mass, geographic location, name, functional areas and fitting styles.The interpretation of event marketing strategy of "Calmness Bayu SilverNeedles" starts from the case, such as an analysis of "Banan SilverNeedles" which is the only designated tea of 2005 Asia Pacific Cities Summit, "Calmness Bayu SilverNeedles"which is the only designated tea of The first session of China (Chongqing) Annual Scientific Session and"Calmness Bayu SilverNeedles" the ceremony of park-opened for Chinese Spring Festival Special Early Tea. Analysis revealed that this series of marketing strategy for "Calmness Bayu SilverNeedles" is useful for the brand image.At last, the thesis analyzes the sale data of "Calmness Bayu SilverNeedles",and by using data analysis,it tells us whether the market positioning and marketing strategy is appropriate. Analysis indicates that,in order to improve the"Calmness Bayu SilverNeedles" the market share in Chongqing, it needs further market positioning and marketing strategy. |
