云南省普洱茶产区品牌竞争力分析

发布时间：2018-05-31 08:08

本文选题：普洱茶产区 + 品牌　；参考：《云南财经大学》2009年硕士论文

【摘要】： 品牌经济已成为现代市场经济的主流。人们不再生产产品而生产品牌,也不再购买产品而购买品牌。企业之间的竞争己由产品竞争力转向品牌竞争力。品牌竞争优势成为某品牌较同类产品市场影响力大、占有率高、附加值高、生命周期长的深层次原因。近年来,云南普洱茶风生水起,在全国各地火了一把。普洱茶火了,但是火的仅仅是普洱茶这个名词,而并非普洱茶的品牌。普洱茶仅仅是产品的代名词,而不是一个品牌的代名词。茶叶市场上普洱茶的品牌不计其数,但除了勐海的“大益”,还没有一个厂家推出了一个有较大影响力的品牌,普洱茶品牌非常薄弱。云南省普洱茶六大产区,在云南省普洱茶产业中占据着举足轻重的地位。普洱茶六大产区的品牌建设几乎决定了整个云南省普洱茶品牌的命运。普洱茶品牌现状预示着提升普洱茶品牌竞争力已经势在必行,因此本文立足于普洱茶产区,对其品牌现状进行了全方位的分析。本文运用层次分析法,结合六大普洱茶产区现状,对影响普洱茶品牌竞争力的诸多因素进行了详细分析,提出了几个关于提升普洱茶品牌竞争力的具体措施,并对其进行了分析和探讨,以期对打造普洱茶品牌、提升普洱茶产区品牌竞争力能有所启示。
[Abstract]:Brand economy has become the mainstream of modern market economy. People no longer produce products and produce brands, nor do they buy brands. Competition among enterprises has shifted from product competitiveness to brand competitiveness. Brand competitive advantage has become the deep reason that a brand has more market influence, higher occupation rate, higher added value and longer life cycle than similar products. In recent years, Yunnan Pu'er tea wind water, in all parts of the country a fire. Pu'er tea is on fire, but fire is only a term for Pu'er tea, not a brand of Pu'er tea. Pu'er tea is only a product pronoun, not a brand pronoun. There are countless brands in the tea market, but with the exception of Menghai's "Dae", no manufacturer has launched a more influential brand, Pu'er tea brand is very weak. Yunnan Pu'er tea production area occupies a pivotal position in Yunnan Pu'er tea industry. The brand construction of six major producing areas almost determines the fate of Pu'er tea brand in Yunnan province. The present situation of Pu'er tea brand indicates that it is imperative to promote the brand competitiveness of Pu'er tea. Based on the analytic hierarchy process (AHP) and the current situation of six Pu'er tea producing areas, this paper makes a detailed analysis of many factors affecting the brand competitiveness of Pu'er tea, and puts forward some concrete measures to enhance the brand competitiveness of Pu'er tea. The paper also analyzes and discusses it in order to promote the brand competitiveness of Pu'er tea production area and to build a brand of Pu'er tea.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.82

【引证文献】