白沙溪黑茶品牌发展战略研究
发布时间：2018-11-20 18:09
【摘要】：黑茶属于我国六大基本茶类中的一种,不仅具有抗氧化、降脂减肥、降血压等功效,而且由于它在预防心血管疾病、抗癌等方面有特殊的作用,受到了越来越多的关注,以朝气蓬勃的气势不断融入人们的日常生活。虽然目前而言,安化黑茶平均每年的产出量都相对较高,但是总体来说,安化黑茶的品牌竞争力和影响力依旧较为有限,这势必会影响安化黑茶品牌的建设和推进,影响安化黑茶的发展与壮大。在品牌建设至关重要的今天,要想成功吸引到消费者的眼球,就不得不形成自己特有的品牌,所以,走品牌建设之路成为安化黑茶企业发展的必然选择。白沙溪茶厂从建立之初到现在,一直都在以相对较快的速度发展,在国内外的知名度也不断提高,白沙溪茶厂的成功,无疑是安化黑茶企业发展中一个优秀的案例。本文在对白沙溪茶厂发展的基本情况进行了简要介绍的基础上,运用PEST和SWOT分析法对其所处的内外部环境进行综合分析。并通过实地考察和问卷调查的形式,从品牌的知晓度、认可度、偏好度、满意度和忠诚度这五个维度对白沙溪品牌的传播效果进行了分析,并与龙井、普洱等著名的茶叶品牌进行了对比,发现白沙溪目前整体品牌满意度和品牌忠诚度偏低,品牌竞争力较弱的事实。最后针对性地从品牌定位、宣传、延伸以及管理等方面提出了具体的战略方针,以期待对白沙溪茶厂及所有黑茶企业的品牌构建与发展,提供一定的指导。
[Abstract]:Black tea is one of the six basic tea species in China. It not only has the effects of anti-oxidation, reducing fat and reducing weight, lowering blood pressure, but also has attracted more and more attention because of its special role in preventing cardiovascular disease and anticancer. With a vigorous momentum of continuous integration into people's daily life. Although the average annual output of Anhua black tea is relatively high at present, overall, the brand competitiveness and influence of Anhua black tea are still relatively limited, which is bound to affect the construction and promotion of Anhua black tea brand. Affect the development and expansion of Anhua black tea. In order to successfully attract the attention of consumers, we have to form our own unique brand in order to successfully attract the attention of consumers. Therefore, taking the road of brand building has become the inevitable choice for the development of Anhua Black Tea Enterprise. From the beginning of its establishment to now, the Baisha River Tea Factory has been developing at a relatively fast speed, and its popularity at home and abroad has also been continuously improved. The success of the Baisha River Tea Factory is undoubtedly an excellent case in the development of Anhua Black Tea Enterprise. On the basis of a brief introduction of the development of Baishaxi Tea Plant, this paper makes a comprehensive analysis of its internal and external environment by PEST and SWOT analysis. And through the field investigation and questionnaire survey form, from the brand awareness, recognition, preference, satisfaction and loyalty of the five dimensions of Baishaxi brand communication effect analysis, and Longjing, Compared with the famous tea brands such as Pu'er, it is found that the overall brand satisfaction and brand loyalty are low and the brand competitiveness is weak. Finally, it puts forward specific strategic policy from brand positioning, propaganda, extension and management, in order to provide some guidance for the brand construction and development of Baishaxi Tea Factory and all the black tea enterprises.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.82
本文编号：2345606
[Abstract]:Black tea is one of the six basic tea species in China. It not only has the effects of anti-oxidation, reducing fat and reducing weight, lowering blood pressure, but also has attracted more and more attention because of its special role in preventing cardiovascular disease and anticancer. With a vigorous momentum of continuous integration into people's daily life. Although the average annual output of Anhua black tea is relatively high at present, overall, the brand competitiveness and influence of Anhua black tea are still relatively limited, which is bound to affect the construction and promotion of Anhua black tea brand. Affect the development and expansion of Anhua black tea. In order to successfully attract the attention of consumers, we have to form our own unique brand in order to successfully attract the attention of consumers. Therefore, taking the road of brand building has become the inevitable choice for the development of Anhua Black Tea Enterprise. From the beginning of its establishment to now, the Baisha River Tea Factory has been developing at a relatively fast speed, and its popularity at home and abroad has also been continuously improved. The success of the Baisha River Tea Factory is undoubtedly an excellent case in the development of Anhua Black Tea Enterprise. On the basis of a brief introduction of the development of Baishaxi Tea Plant, this paper makes a comprehensive analysis of its internal and external environment by PEST and SWOT analysis. And through the field investigation and questionnaire survey form, from the brand awareness, recognition, preference, satisfaction and loyalty of the five dimensions of Baishaxi brand communication effect analysis, and Longjing, Compared with the famous tea brands such as Pu'er, it is found that the overall brand satisfaction and brand loyalty are low and the brand competitiveness is weak. Finally, it puts forward specific strategic policy from brand positioning, propaganda, extension and management, in order to provide some guidance for the brand construction and development of Baishaxi Tea Factory and all the black tea enterprises.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.82
【参考文献】
相关期刊论文 前3条
1 陈星;彭锦;;安化黑茶的定位及发展战略研究[J];中国外资;2011年20期
2 朱敏华;陈昌来;;实施品牌战略 做强茶叶产业[J];中国茶叶;2010年11期
3 陈柏寿;倪顺尧;;加快五大转型 推动磐安茶业升级[J];中国茶叶;2010年05期
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