普洱茶品牌构建比较研究

发布时间：2018-04-10 20:49

本文选题：普洱茶 + 品牌构建　；参考：《云南大学》2013年硕士论文

【摘要】：普洱茶是云南十大名片之一,云南省西双版纳拥有种植普洱茶较佳的自然条件,从明清时期开始茶就已经成为当地经济的支柱产业,至今仍是声名远扬。但云南省普洱茶的品牌多且杂,众多消费者只知道普洱茶是我国十大名茶之一,盛产于云南省,但在选购时,却不能像购买手机一样,有着各自特色的苹果(技术集大成者)、诺基亚(经久耐用)、三星(时尚)等突出的品牌。虽然云南省普洱茶每年都会评选出“云南省普洱茶十大品牌”,也难以深入人心。因此,对云南普洱茶品牌构建的研究是十分迫切和重要的。本文运用文献研究法、案列研究法以及比较研究等方法对云南普洱茶品牌构建进行研究。主要内容包括以下六部分：首先是理论部分,包括国内外研究现状、品牌相关概念以及理论基础,其次对云南普洱茶品牌经营现状进行分析,主要包括云南普洱茶文化背景及功效介绍、云南普洱茶供需现状、普洱茶品牌发展以及影响因素以及云南普洱茶品牌构建现状分析；然后,对云南普洱茶品牌构建比较进行分析,对云南普洱茶代表性品牌,如大益、龙润、老同志、生命之叶等进行品牌构建分析；对普洱茶各大品牌之间以及普洱茶与其他茶叶品牌构建进行比较分析,得出普洱茶企业构建品牌的差异性和特殊性；接着依据分析得到云南普洱茶品牌构建的启示,并提出向树立特色品牌、使品牌加入更多创新元素、拓展普洱茶属性、继续丰富普洱茶文化、提升普洱茶区域公共品牌价值等方向发展。最后,总结全文,并展望普洱茶品牌建设未来的研究方向。
[Abstract]:Pu'er tea is one of Yunnan's top ten business cards. Xishuangbanna, Yunnan Province, has had better natural conditions for growing Pu'er tea. Tea has become a pillar industry of the local economy since the Ming and Qing dynasties.However, there are many and miscellaneous brands of Pu'er tea in Yunnan Province. Many consumers only know that Pu'er tea is one of the top ten famous tea in China, and is rich in Yunnan Province, but when it comes to purchasing it, it cannot be like buying a mobile phone.With their own characteristics of Apple (technology convergence), Nokia (durable, Samsung (fashion) and other prominent brands.Although Yunnan Pu'er tea is chosen every year, the top ten brands of Yunnan Pu'er tea are hard to win.Therefore, the research of Yunnan Pu'er tea brand construction is very urgent and important.This paper studies the brand construction of Yunnan Pu'er tea by the methods of literature research, case study and comparative study.The main contents include the following six parts: first, the theoretical part, including the current situation of domestic and foreign research, brand related concepts and theoretical basis, secondly, the analysis of Yunnan Pu'er tea brand management status quo,Mainly including Yunnan Pu'er tea cultural background and efficacy introduction, Yunnan Pu'er tea supply and demand situation, Pu'er tea brand development and influence factors and Yunnan Pu'er tea brand construction status analysis; then,To Yunnan Pu'er tea brand construction comparative analysis, Yunnan Pu'er tea representative brand, such as Dayi, long run, veteran comrades, leaves of life for brand building analysis;The differences and particularities of the construction of Pu'er tea brands among the major brands and between Pu'er tea and other tea brands are analyzed, and the enlightenment of the construction of Pu'er tea brands in Yunnan Province is obtained according to the analysis of the differences and particularities of the brand construction of Pu'er tea enterprises.The paper also puts forward to establish the characteristic brand, to make the brand join more innovative elements, to expand the attribute of Pu'er tea, to continue to enrich the culture of Pu'er tea, and to promote the regional public brand value of Pu'er tea.Finally, the paper summarizes the full text and looks forward to the future research direction of Pu'er tea brand construction.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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