摘  要：淮安茶馓，一个具有浓烈历史气息和兼具现代特色的民族小吃，早在战国时期就有茶馓。由白面、麻油在锅中泡炸而成，质地酥脆，道香美。淮安茶馓相传于清朝晚期，已有一百多年的历史，后经过不断改进，形成了地方特具风的小吃。本文以淮安香思缘茶馓为研究对象，主要对其现有的营销策略进行分析，利用PEST分析方法和4P营销理论知识来解决其在品牌知名度，包装，定价，广告宣传，营销渠道等方面的现存问题，并对香思缘企业提出相对的改善意见。作为淮安本地的一名大学生，淮安茶馓既是一种特色小吃，也是一道历史传承，有必要将它广为流传。64045

毕业论文关键词：传统小吃，营销环境，营销策略组合

Abstract: Huaian ChaSan, it has a strong historic culture and possessing characteristics of modern ethnic snacks, as early as the Warring States Period have ChaSan. Comprize wheat flour and sesame oil in the pan fried, ChaSan mouthfeel crisp and flavour sweet beauty. Huaian ChaSan according to legend the late Qing dynasty, it have been one hundred years of history, after the continuous improvement, final formed the local flavor snacks. This paper research object mainly analyzes its existing marketing environment, using PEST analysis and 4P marketing theory knowledge to solve the existing problems, includebrand recognition, packaging, pricing, advertising, marketing channel and so on. At the same time, make are put forward relative improvement opinions to food factory. As a college student of Huaian city, Huaian ChaSan is a kind of characteristic snacks, also is a history inherit, it is necessary for us to inheritance and development.

Keywords: traditional snack, marketing environment, marketing strategy combination

1  绪论 3

1.1  论文背景及意义 3

1.2  研究的方法及思路 3

1.3  相关理论的概述 4

2  淮安香思缘茶馓营销环境分析 4

2.1  企业简介 4

2.2  宏观环境（PEST）分析 4

3  调查问卷的设计与分析 5

3.1  调查问卷设计 5

3.2  调查问卷整理分析 6

4  关于香思缘茶馓营销中出现的问题 9

4.1  香思缘茶馓品牌知名度欠缺 9

4.2  香思缘茶馓包装档次较低 10

4.3  香思缘茶馓定价比较单一 10

4.4  香思缘茶馓广告媒体宣传不到位 10

4.5  香思缘茶馓渠道拓宽力度小 10

5  淮安香思缘茶馓营销问题的对策 11

5.1  提升品牌知名度 11

5.2  完善产品包装 11

5.3  多方式组合定价 12

5.4  加大产品广告媒体宣传 14

5.5  加强拓宽电子商务渠道力度 15

结论 16

参考文献 17

致谢 18

附录