中国茶叶企业品牌营销问题与对策的研究

发布时间：2018-02-12 14:05

本文关键词： 茶叶行业品牌营销整合营销传播 O2O　出处：《北京交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：摘要：品牌营销已成为企业加快发展的重要手段。在未来的市场中,“有品类、无品牌”将会是中国茶叶行业需要解决的最大问题。全世界的人都知道中国茶,西湖龙井、洞庭湖碧螺春、黄山毛峰朗朗上口,但是并没有几个人知道到底哪些品牌是这些茶的真正代表。没有品牌的区隔,也没有符号的差异,导致的结果是茶叶企业的恶性竞争；所有的厂商都说自己卖的是好茶,普遍消费者缺乏辨别到底什么是好茶产品的专业知识,导致的结果就是市场上良莠不齐,甚至出现劣币驱逐良币的可能,从而让整个茶叶产业的整体经营水平不能保。在消费者对于产品辨别有限的情况下,品牌成为消费者识别产品的最根本保证。在论文结构方面,第一章,引言部分介绍论文研究的背景、研究意义、以及研究方法和内容。第二章,基础理论及文献综述部分主要是品牌、营销及电子商务方面的相关概念介绍和文献综述。第三章,对我国茶叶行业的现状及特性进行分析,并找出品牌营销的现状、问题和阻碍。第四章,运用品牌营销策略的基本理论,结合中国茶叶行业的实际情况,从品牌定位、产品策略、营销渠道建设、整合营销传播策略以及客户关系管理五个方面提出中国茶叶行业品牌营销的对策。第五章,以大益为例,描述了品牌营销策略的实践过程和效果。第六章结论,全文总结。
[Abstract]:Absrtact: brand marketing has become an important means to accelerate the development of enterprises. In the future market, "have category, no brand" will be the biggest problem that needs to be solved in Chinese tea industry. People all over the world know Chinese tea, Xihu Longjing Tea, Biluochun Tea of Dongting Lake, Huangshan Maofeng, but few people know which brands are the real representatives of these tea. There is no brand division, there is no difference in symbols, the result is the vicious competition of tea enterprises; All the manufacturers said they were selling good tea, and consumers generally lacked the expertise to tell exactly what a good tea product was, resulting in mixed results in the market, and even the possibility of Bad money drives out good. As a result, the whole management level of the whole tea industry cannot be guaranteed. In the case of consumers' limited discrimination of products, the brand becomes the most fundamental guarantee for consumers to identify products. In the aspect of the structure of the thesis, the first chapter, the introduction part, introduces the background, significance, research method and content of the thesis. Chapter two, the basic theory and literature review part is mainly the brand. The third chapter analyzes the present situation and characteristics of tea industry in China, and finds out the current situation, problems and obstacles of brand marketing. Chapter 4th, Using the basic theory of brand marketing strategy, combining the actual situation of Chinese tea industry, from the brand positioning, product strategy, marketing channel construction, Five aspects of integrated marketing communication strategy and customer relationship management are put forward. Chapter 5th describes the practice process and effect of brand marketing strategy. The conclusion of chapter 6th is summarized.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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