福建省连江县长龙茶叶品牌营销策略研究

发布时间：2018-05-17 02:44

本文选题：区域品牌 + 品牌伞　；参考：《福建农林大学》2017年硕士论文

【摘要】：区域经济发展与农民生活息息相关,也是国家整体经济发展的重要组成部分之一。面对竞争激烈的市场环境,福建省连江县长龙镇区域中小茶叶企业数量不断增加,该镇的茶叶企业发展由从单一经营向多元化经营转变,企业开始品牌化管理运作,但单个企业应对市场竞争和压力的能力较弱,品牌营销能力差。将区域品牌伞化后进行整体营销是同一区域中小企业的重要策略。本研究选择福建省连江县长龙茶叶作为研究对象,综合运用文献研究、实地调研等方法,走访调查了福建省连江县长龙镇多家茶叶加工企业,了解长龙茶企业发展现状,分析存在问题,提出长龙茶叶品牌营销的具体策略。本文共分为六个部分:第一部分阐明本研究的背景和意义,评述国内外品牌研究现状、区域品牌、农产品品牌的研究现状;阐述本文采用的研究方法、技术路线以及创新之处。第二部介绍本研究相关概念与理论基础,对研究运用到的品牌、区域品牌等概念进行界定,并对品牌关系、区域品牌、品牌伞等相关理论基础进行了阐述。第三部分结合实地调查了解到的现状,通过品牌关系视角从产品、经营者、消费者、市场环境等四个方面系统地探讨了长龙茶叶品牌经营问题的深层次原因,为找准长龙茶叶品牌营销策略夯实基础。第四部分评述了"赣南脐橙"的品牌营销,以及安溪铁观音、福安坦洋工夫茶等区域品牌营销的先进经验和做法,并总结出对长龙茶叶品牌营销策略制定的启示。第五部分,笔者结合长龙的实际和其他品牌营销的成功经验,提出长龙茶叶品牌营销的具体策略,特别是运用区域品牌理论提出了构建长龙茶叶区域产业品牌伞下的企业品牌族群构想,以期提高长龙茶叶品牌的影响力和竞争力,进一步开拓长龙茶叶国内外市场,实现长龙茶叶区域品牌与企业品牌相互促进、协同发展的良性互动。第六部分为本研究的结论与展望。
[Abstract]:The development of regional economy is closely related to the life of the peasants, and is also one of the important components of the whole economic development of the country. Facing the competitive market environment, the number of small and medium-sized tea enterprises in the District of long long town, Lianjiang County of Fujian province is increasing, and the development of tea enterprises in this town has changed from single operation to diversified business, and the enterprise has been branded. Management and operation, but the ability of individual enterprises to deal with market competition and pressure is weak, and brand marketing ability is poor. It is an important strategy for small and medium-sized enterprises in the same region to carry out the whole marketing after the umbrella of regional brands. This study chooses Lianjiang County, Fujian Province as the research object, comprehensive use of literature research, field research and other methods, to visit the tune A number of tea processing enterprises in Changlong Town, Lianjiang County, Fujian province were investigated to understand the development status of Changlong tea enterprises, to analyze the existing problems and to put forward the specific strategies for the marketing of the tea brand. This article is divided into six parts: the first part clarifies the background and significance of the study, and reviews the status of brand research at home and abroad, regional brand, and the research of agricultural brand brand The second part introduces the concept and theoretical basis of this study, defines the concept of brand, regional brand and other related concepts, and expounds the theoretical basis of brand relationship, regional brand and brand umbrella. The third part is combined with field investigation. The deep reasons of the brand management of Changlong tea are systematically discussed from four aspects of the brand relationship perspective from the product, the operator, the consumer and the market environment. The fourth part reviews the brand marketing of the "Ganan navel orange", and the Anxi Tieguanyin, Fu'an, and the Fu'an Tieguanyin, as well as Tieguanyin. In the fifth part, the author put forward the specific strategy of the brand marketing of Changlong tea, especially the construction of a long dragon with the theory of regional brand. The concept of enterprise brand group under the umbrella of tea regional industry brand is designed to improve the influence and competitiveness of long long tea brand, further open up the domestic and foreign market of Changlong tea, realize the mutual promotion of the regional brand and enterprise brand of Changlong tea, and the benign interaction of cooperative development. The sixth part is the conclusion and Prospect of this study.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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