浅析中国茶产业实施品牌营销战略的可行性

发布时间：2018-01-04 20:28

本文关键词：浅析中国茶产业实施品牌营销战略的可行性　出处：《福建茶叶》2017年10期 　论文类型：期刊论文

【摘要】：我国的茶产业具有悠久的历史,从唐朝开始民间茶风愈加兴盛,茶产业链也越来越完善,时至今日已经过了上千年的岁月。茶产业的成熟在于茶叶市场非常完善、茶叶需求者数量多、茶叶的生产与销售过程有序,但是也有坏的一面,那就是茶叶市场已经饱和,市场竞争尤为激烈,有钱人喝我国名茶,普通老百姓喝当地茶,而那些口感优秀却没有名气的茶叶新产品则无人问津,长此以往,我国的茶叶就失去了新鲜血液与创新力量,甚至导致茶产业的没落,尤其是在目前茶叶企业追寻国际化对外贸易的情况下,我国的茶产业要在国际市场中具有竞争力,实施品牌营销战略势在必行。在竞争更加强烈的茶叶国际市场当中,茶产业营销仅仅是拥有较好的口感是不足以吸引大量的消费者的,还需要一定的品牌价值,茶产业只有具有品牌效应,才能更好地将产品推销到现代消费人群当中。本文通过对我国茶产业品牌营销现状进行分析,研究茶产业实施品牌营销战略的可行性。
[Abstract]:China's tea industry has a long history, from the Tang Dynasty, folk tea style has become more and more prosperous, tea industry chain is also more and more perfect. The maturity of tea industry is that the tea market is very perfect, the number of tea demand is large, the process of tea production and sales is orderly, but there is also a bad side. That is, the tea market is saturated, the market competition is particularly fierce, people have money to drink our famous tea, ordinary people drink local tea, and those taste good but not famous tea new products are ignored, in the long run. China's tea leaves have lost fresh blood and innovative power, and even led to the decline of tea industry, especially in the current situation when tea enterprises pursue international foreign trade. If our tea industry wants to be competitive in the international market, it is imperative to implement brand marketing strategy. Tea industry marketing is not enough to attract a large number of consumers, but also needs a certain brand value. Tea industry only has brand effect. This paper analyzes the current situation of brand marketing of tea industry in China and studies the feasibility of implementing brand marketing strategy in tea industry.
【作者单位】：天津天狮学院;
【分类号】：F274;F426.82
【正文快照】： 营销从实质上说是让所有消费者能够首先知道你的产品,然后根据自身需求结合产品特点进行选择。所以,营销知识在很大意义上是扩大产品的知名度,也就是扩大产品的潜在市场。特别是在电商兴起的今天,如果别人都不知道你的产品叫什么,别人是根本不可能买到你的产品的。中国茶产业

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