英國華威大學(xué) (University of Warwick)本科畢業(yè)dissertation資料：關(guān)于RTD茶飲料在英國市場的研究概況

ABSTRACT
摘要

This dissertation provided an overview of critical analysis the Ready To Drink (RTD) tea beverages in the United Kingdom market, through the marketing analysis of the United Kingdom beverage market, described influence of healthy issue of tea, expected to deeply understand the present and potential of United Kingdom RTD tea market, especially to understand the trend of RTD green tea in the United Kingdom beverage market.
本文概述了批判性分析在英國市場上的“想喝”（RTD）茶飲料，通過英國飲料市場的營銷分析，描述了茶葉健康問題的影響，預(yù)計要深刻認(rèn)識當(dāng)前和潛在的英國RTD茶市場，尤其是要了解在英國飲料市場的趨勢RTD綠茶。

To identify the effect factors in RTD (green) tea consumption, there are secondary research base on peer journals, books and business reports, to collect fundamental and organisational data. …In principle, Books and journals contain the accumulated wisdom on which the research project … (Denscombe, 2004).
要確定RTD（綠色）茶葉消費(fèi)的影響因素，也有二次研究基地同儕期刊，書籍和業(yè)務(wù)報告，收集基本數(shù)據(jù)和組織數(shù)據(jù)。 ...原則上，圖書和期刊載的研究項目所積累的智慧...

The dissertation also examines samples in Cambridge area by http://ukthesis.org/ygsslwdx/ primary research methods, to gather primary data, identify the requirements for attaining customers, to uncover general information regarding RTD tea beverages consumption, to seek out which factors of purchase hold the highest importance, to determine the desirability of certain RTD tea products.

dissertation還探討樣品在劍橋地區(qū)的主要研究方法，收集原始數(shù)據(jù)，確定為達(dá)到客戶的要求，發(fā)現(xiàn)一般有關(guān)RTD茶飲料消費(fèi)，尋求購買持有的最重要的因素，來確定可取若干RTD茶產(chǎn)品。

Through literature research and primary research, health concern is the most important factor in RTD tea consumption, which influences consumer choices in U.K beverage market. Firstly, RTD green tea is a lower cholesterol beverage to meet the needs who are looking for slimmer or fitness, consume it as party of diet. Secondly, special functional health benefit of green tea is a priority factor to impact the consumption, green tea is not only a major source of dietary antioxidants, but also it functions on anti-obesity, anti- cardiovascular disease and anti-cancer. Finally, although there are many rivals in UK beverage market such as bottled water and juice drinks, the RTD tea market would still steady expand in next five years, which not only affected by the increasing number of consumer healthy perception in beverage consumption, but also the expanding RTD tea consumers in demographic who are between age 15 and 35.
通過文獻(xiàn)研究和初步研究，健康值得關(guān)注的是茶飲料的消費(fèi)，從而影響消費(fèi)者選擇在英國飲料市場的最重要的因素。首先，RTD綠茶是一種降低膽固醇的飲料，以滿足需求，誰正在尋找苗條或健身，消耗它作為黨的飲食。#p#分頁標(biāo)題#e#

There are appropriate recommendations based on the cross-analysis of high importance factors in RTD (green) tea consumption at last of the dissertation. Limitations of primary research are in the final part of the study.
RTD（綠）茶消費(fèi)的重要因素，在dissertation的最后交叉分析的基礎(chǔ)上有適當(dāng)?shù)慕ㄗh。主要研究的局限性是在最后的研究的一部分。

Through overall studying, expect the dissertation could provide a currently complexion of RTD (green) tea in the United Kingdom beverage market, the potential factors in consumption and to what extent the factors to influence consumers choices, and finally predict market trend towards.

CHAPTER 1: INTRODUCTION
第一章 介紹

1.1  AIM
目標(biāo)

The aim of this dissertation is to understand the RTD tea in the United Kingdom market, and to evaluate and explore the most important factors in RTD (green) tea consumption. Through a study on healthy benefit of tea and the healthy living trend in the United Kingdom to examine trend of RTD green tea beverage market. Through primary research deeply describe and analysis consumer behaviour and their decision making process.     
本文的目的是要了解在英國市場，即飲茶和評估，并探討RTD（綠）茶消費(fèi)中最重要的因素。

The aims of this study is through overall analysis RTD (green) tea beverage market, , to predict marketing trend and recommend marketing strategies to expand market sales in the United Kingdom beverage market.  .
本研究的目的是通過全面分析RTD（綠）茶飲料市場，預(yù)測市場趨勢及營銷策略建議在英國飲料市場，擴(kuò)大市場銷售。

1.2  OBJECTIVES
目標(biāo)

To achieve the aims, the following objectives would need to set out to form the general structure of this dissertation.
為了達(dá)到目標(biāo)，下面的目標(biāo)將需要設(shè)置，形成本文的一般結(jié)構(gòu)。

In literature research, firstly of all, to definite of RTD (green) tea and briefly comprehend United Kingdom tea history, which reflects to consumer behaviours of tea and United Kingdom tea culture. Secondly, outline different products in beverage market of the United Kingdom such as coffee and other regular beverages which could be competitive with RTD tea in the UK market. After this, to understand RTD tea consumption, analyse current market and forecast its future. Through primary data collection, analysis and discussion, to explore customer awareness and behaviour, determine the desirability of certain RTD tea products.
在文學(xué)研究中，首先，要明確的RTD（綠）茶和英國茶的歷史，這反映了消費(fèi)者行為的茶和英國茶文化的簡單理解。

Finally, evaluate the results and appropriate recommendations.#p#分頁標(biāo)題#e#
最后，評估結(jié)果，并提出適當(dāng)?shù)慕ㄗh。