格调花草茶品牌概念会所进入重庆市场企划营销策划格调花草茶品牌概念会所2015年重庆地区营销策划书www.douhaoyun.com重庆逗号科技有限公司一花一世界，格调花草茶品牌概念会所进入重庆市场企划营销策划1前言在中国，茶文化渊远流长，中国人也一直有喝茶的习惯，在历史上，茶也是中国的一种象征。就目前而言，中国茶文化已经形成了一种模式，甚至繁衍出以茶为基调的人文艺术、茶具艺术等。品茶论道不仅是文人雅士的高尚行为，更是广大人民群众喜爱的一种生活方式。而如今，随着世界文化多元化，“地球村”等概念的深入人心，经济的飞速发展，人们生活水平大幅度提高，仅仅是饮中国传统茶已经远远不能满足人们的需求。人们不单单要求味觉上的多重刺激，也要求视觉等多种感官的结合。这就要求生产者和销售者给予人们更为丰富的多样的选择。这时，我们看到了她——花草茶。然而在中国，大多数人仍然保持着喝传统茶的习惯，虽然很多人已经开始认识并逐渐了解她，人们只是随心的尝试性的或者随机性的买点花草茶干品回家泡着喝。还没有形成独特的花草茶的特定文化，没有真正有品位和鲜明特色的花草茶饮品店，更没有一个品牌化，引领时尚消费潮流的花草茶品牌概念店。所以针对这个市场空白及消费者对未来的饮料的选择需求，我们决定以开办一个花草茶形象品牌概念会所这样的专业店为我们的策划项目。一花一世界，格调花草茶品牌概念会所进入重庆市场企划营销策划2目录前言····································································1一、市场分析······························································2（一）、产品分析···························································2（二）、环境分析···························································41、经济环境·····························································42、文化环境·····························································53、政策环境·····························································54、行业现状分析·························································55、区域业态总体分析·····················································66、市场容量分析·························································9（三）、花草茶专业店SWOT分析··············································9（四）、消费者行为分析·····················································10（五）、竞争对手分析·······················································10（六）、项目进入市场的障碍·················································13（七）、市场规模评估·······················································13（八）、市场趋势说明·······················································14二、选址与定位···················...