英国华威大学 (University of Warwick)本科毕业dissertation资料：关于RTD茶饮料在英国市场的研究概况

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国市场上的“想喝”（RTD）茶饮料，通过英国饮料市场的营销分析，描述了茶叶健康问题的影响，预计要深刻认识当前和潜在的英国RTD茶市场，尤其是要了解在英国饮料市场的趋势RTD绿茶。

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).
要确定RTD（绿色）茶叶消费的影响因素，也有二次研究基地同侪期刊，书籍和业务报告，收集基本数据和组织数据。 ...原则上，图书和期刊载的研究项目所积累的智慧...

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还探讨样品在剑桥地区的主要研究方法，收集原始数据，确定为达到客户的要求，发现一般有关RTD茶饮料消费，寻求购买持有的最重要的因素，来确定可取若干RTD茶产品。

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.
通过文献研究和初步研究，健康值得关注的是茶饮料的消费，从而影响消费者选择在英国饮料市场的最重要的因素。首先，RTD绿茶是一种降低胆固醇的饮料，以满足需求，谁正在寻找苗条或健身，消耗它作为党的饮食。#p#分页标题#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（绿）茶消费的重要因素，在dissertation的最后交叉分析的基础上有适当的建议。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 介绍

1.1  AIM
目标

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国市场，即饮茶和评估，并探讨RTD（绿）茶消费中最重要的因素。

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.  .
本研究的目的是通过全面分析RTD（绿）茶饮料市场，预测市场趋势及营销策略建议在英国饮料市场，扩大市场销售。

1.2  OBJECTIVES
目标

To achieve the aims, the following objectives would need to set out to form the general structure of this dissertation.
为了达到目标，下面的目标将需要设置，形成本文的一般结构。

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.
在文学研究中，首先，要明确的RTD（绿）茶和英国茶的历史，这反映了消费者行为的茶和英国茶文化的简单理解。

Finally, evaluate the results and appropriate recommendations.#p#分页标题#e#
最后，评估结果，并提出适当的建议。