专业学位硕士学位论文
CLR 公司普洱茶营销策略研究
The Study on Marketing Strategy of Pu ;er Tea of CLR Co.ltd
作 者 姓 名： 左纳黎 `
学科、 专业： 工商管理 `
学 号： 41811205 `
指 导 教 师： 潘东华 `
完 成 日 期： 2022 年 5 月 28 日 `
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文，是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目：CLR 公司普洱茶营销策略研究
作 者 签 名 ： 日期： 2022 年 5 月 28 日
大连理工大学专业学位硕士学位论文
摘 要
普洱茶是我国六大茶类中的一种，也是云南特有的茶叶品类，在云茶产业中有着举
足轻重的地位。近年来，普洱茶产业获得了长足的发展，并且未来的发展趋势也是稳中
向好。但是在普洱茶欧亿·体育（中国）有限公司中企业繁多，并且大多有着自己的品牌，产品、宣传和包装等
雷同，营销思路没有独特性，让普洱茶欧亿·体育（中国）有限公司陷入有名茶无名牌的困境，这严重制约了行
业的健康发展。制定科学合理的营销策略对于茶企来说是在日趋激烈的市场竞争中赢得
一席之地的重要保障。面对疫情防控常态化下的市场，新兴的营销模式成为企业获得持
续发展的重要手段，这就要求企业结合自身实际，挖掘亮点、特点，制定符合潮流和发
展趋势的营销战略，避免陷入“千企一面，千品一面”的营销困境。
CLR 公司是一家以普洱茶加工销售为主的茶叶企业，产品在市场有着一定的知名度
和美誉度。然而，外部环境的变化和竞争者的不断涌入让市场竞争日趋激烈。品牌辨识
度不高、产品知名度和忠诚度较低、营销内容不突出成为 CLR 公司当前面临的一大困
境，公司急需优化和制定更符合市场需求的营销策略，从而实现公司的持续健康发展。
本文运用文献阅读分析法、访谈调研法，通过对相关理论和工具的回顾，对 CLR 公司
面临的内外部环境进行分析，通过市场细分、目标市场选定以及市场定位等定量分析方
法制定企业的营销策略。最后为了确保营销策略落地实施，还从制度、企业文化、人员、
财务和技术等方面提出了实施保障措施。
本文通过对CLR 公司的分析，研究制定符合公司实际的营销策略，为公司的发展
提供理论指导，有助于CLR 公司解决公司自身生存和发展中的诸多问题。同时，能够
为本地区同类型企业的发展提供案例借鉴，有助于以普洱茶产销为主要业务的企业通过
对产品、价格、包装、渠道、促销措施等方面进行思考和改进，从而建立新的企业营销
体系，帮助解决传统普洱茶企业在市场营销中遇到的困境。
关键词：普洱茶；CLR 公司；营销策略
- I -CLR 公司普洱茶营销策略研究
The Study on Marketing Strategy of Pu ;er Tea of CLR Co.ltd
Abstract
Pu ;er tea is one of the six major tea categories in China and a unique tea category in
Yunnan. It plays a pivotal role in the cloud tea industry. In recent years, Pu ;er tea industry has
achieved considerable development, and the future development trend is stable and good.
However, there are many enterprises in the Pu ;er tea industry, and most of them have their own
brands. The products, publicity and packaging are similar, and the marketing ideas are not
unique, which makes the Pu ;er tea industry fall into the dilemma of famous tea without famous
brand, which seriously restricts the healthy development of the industry.Making scientific and
reasonable marketing strategy is an important guarantee for tea enterprises to win a place in the
increasingly fierce market competition. In the face of the normal market of epidemic prevention
and control, the emerging marketing model has become an important means for enterprises to
achieve sustainable development, which requires enterprises to combine their own reality, dig
out highlights and characteristics, develop marketing strategies in line with the trend and
development trend, and avoid falling into the marketing dilemma of "thousands of enterprises,
thousands of products".
CLR company is a tea enterprise mainly engaged in the processing and sales of Pu ;er tea,
and its products have a certain popularity and reputation in the market. However, the change of
external environment and the constant influx of competitors make the market competition
increasingly fierce. Low brand recognition, low product awareness and loyalty, and poor
marketing content have become a major dilemma facing CLR Company. The company
urgently needs to optimize and develop marketing strategies more in line with market demand,
so as to achieve sustainable and healthy development of the company.In this thesis, literature
reading analysis method, interview research method, through the review of relevant theories
and tools, the internal and external environment of CLR company is analyzed.Through market
segmentation, target market selection and market positioning and other quantitative analysis
methods to develop the marketing strategy. Finally, in order to ensure the implementation of
marketing strategy, it also puts forward implementation safeguard measures from the aspects of
system, enterprise culture, personnel, finance and technology.
Through the analysis of CLR company, this thesis studies and formulates marketing
strategy in line with the actual situation of the company, provides theoretical guidance for the
development of the company;s marketing strategy, and helps CLR company to solve many
marketing problems in its own survival and development. At the same time, to the region to
provide case to the development of the same kind of enterprise, help Pu ;er tea production and
- II - 大连理工大学专业学位硕士学位论文
marketing as the main business enterprises based on product, price, packing, channel,
promotion measures for reflection and improvement, such as to establish new enterprise
marketing system, help solve the problems of traditional Pu ;er tea enterprises in marketing.
Key Words：Pu ;er tea; The CLR company; Marketing strategy
- III -