基于提升河南地域茶产品竞争力的品牌形象设计与营销策略研究

发布时间：2018-06-26 14:35

本文选题：品牌视觉形象 + 营销策略　；参考：《天津理工大学》2014年硕士论文

【摘要】：我国是茶叶种植的发源地，不仅是茶叶茶文化历史悠久，更是茶作为最早的贸易进出口工具，因此“茶”也成为我国的代名词之一。跟随着如今经济快速发展的脚步，中国也早已经与国际市场接轨，为我国的茶叶打造属于我们自己的品牌已经成为挣得市场的最优竞争策略，而富有地域特色的茶叶品牌打造就是我们占据市场的有力武器。本文对河南信阳毛尖的品牌形象设计和营销策略作出了初步的研究和探讨，分析了信阳毛尖茶目前品牌形象设计上的误区，并提出了信阳毛尖品牌形象设计差异化的表现方式，为解决河南信阳毛尖的品牌形象设计以及营销策略提供了相应对的思路和借鉴。本文首先概述了建立茶叶品牌的背景和意义，以及国内外已有茶叶品牌形象设计的现状。其次，探讨了茶叶品牌形象设计的概念、范畴、作用等。还有就是，河南信阳毛尖目前的形式和存在的问题，以及销售中的误区，并对信阳毛尖品牌建立作出了自己的分析与创新。最后分析现有信阳毛尖商家的营销案例，，并提出新的营销策略，为河南信阳毛尖今后的发展提供理论依据，探讨出适合河南信阳毛尖茶发展的品牌形象设计与营销策略，建立起信阳毛尖和消费大众之间的情感，从而建立富有竞争力的信阳毛尖茶品牌，推动河南茶叶市场的发展。
[Abstract]:China is the birthplace of tea cultivation, not only tea culture has a long history, but also tea as the earliest tool of trade import and export, so "tea" has become one of the synonyms of our country. Following the rapid development of today's economy, China has long been in line with the international market, building our own brand of tea for our country has become the best competitive strategy for earning the market. And rich regional characteristics of tea brand building is our power to occupy the market weapon. This paper makes a preliminary study and discussion on the brand image design and marketing strategy of Henan Xinyang Maojian Tea, analyzes the misunderstandings in the brand image design of Xinyang Maojian Tea tea at present, and puts forward the expression mode of Xinyang Maojian Tea brand image design differentiation. In order to solve Henan Xinyang Maojian Tea brand image design and marketing strategy to provide the corresponding ideas and reference. Firstly, this paper summarizes the background and significance of building tea brand, and the present situation of image design of tea brand at home and abroad. Secondly, it discusses the concept, category and function of tea brand image design. There is also, Henan Xinyang Maojian Tea's current form and existing problems, as well as the misunderstanding in sales, and the establishment of Xinyang Maojian Tea brand to make their own analysis and innovation. Finally, this paper analyzes the marketing cases of the existing Xinyang Maojian Tea merchants, and puts forward new marketing strategies, which can provide the theoretical basis for the future development of Henan Xinyang Maojian Tea, and explore the brand image design and marketing strategies suitable for the development of Henan Xinyang Maojian Tea tea. To establish the emotion between Xinyang Maojian Tea and the consumer, to establish a competitive brand of Xinyang Maojian Tea tea, and to promote the development of Henan tea market.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82;J524

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