基于顾客让渡价值理论的XX洛可奶茶连锁店营销策略研究.doc

摘要:我国服务业自改革开放以来，已经取得了突飞猛进的发展。奶茶是从台湾来的舶来品，从一开始的不接受，到现在深受广大年轻人的喜爱，它的成功离不开市场营销策略，离不开奶茶连锁业人员的苦心经营。目前，各类加盟奶茶连锁店竞争相对比较激烈，在一线城市都可、COCO等已经形成了垄断性的优势，连锁奶茶店通过营销形成了一种连锁品牌效应。其他的竞争对手营销手段单一，经济效益不佳，缺乏个性特点，因为奶茶连锁店的特殊性，其价格亦不能作为竞争手段，因此更要倚重顾客让渡价值理论。

　　　随着江苏地区奶茶业的继续繁荣发展，如何有效通过各种营销手段为奶茶店铺宣传是一个迫切的问题。目前本地奶茶店铺通常所采用的跟随一线城市的营销手段，经济效益一般，营销缺乏个性特点，徐州洛可奶茶连锁店是诸多本地奶茶店铺中比较成功的。本文基于顾客让渡价值理论，以徐州洛可奶茶连锁店的营销现状入手，通过SWOT分析研究其外部环境，找出了徐州洛可奶茶连锁店外部环境的机会和威胁，分析徐州洛可奶茶连锁店企业内部的优势和劣势，使用顾客让渡价值理论得出了其营销战略的改善意见。

关键词  徐州洛可奶茶；顾客让渡价值理论；营销策略

Abstract:The rapid progress has been made in China's service industry. Milk Tea which is so popular among young peoples in China nowadays was imported from Taiwan at the very beginning， the marketing strategy retailer's elaboration play a very important effect on its success. At present， the competition between the tea stores is relatively competitive， COCO has formed a monopoly advantage in first-tier cities， and its chain milk tea shops already have the brand effect. For its competitors，because only the single strategy was adopted，with the lack of personality characteristics，which leads to the poor economic benefit. And because of the particularity of tea stores，the price also cannot be used as a means of competition.

　　　With the development of tea industry in Jiangsu continues to boom， how to make an effectively propaganda effect of the milk tea shops through various marketing means become a urgent problem. Currently， the local tea shops usually copy the first-tier cities marketing strategy， because of the tea shops located in the different environment and lack of personality characteristics， which makes the local tea shops have the pool economic benefit， but we also found that the Xuzhou’s locoo tea stores are very successful in this environment. In this paper， based on the theory of customer delivered value， starting from the marketing situation of Xuzhou local tea stores， through the SWOT analysis of the external environment， we found out the Xuzhou local tea stores opportunities and threats in the external environment， do internal analysis of Xuzhou local chain milk tea business advantages and disadvantages， using the customer delivered value theory to give out the improved marketing strategy.

Keywords  Xuzhou locoo milk tea ; Customer delivered value theory ; Marketing strategy