安溪铁观音品牌建设策略

发布时间：2018-09-04 09:25

【摘要】：随着我国经济的发展,国民的收入日益提高,人们对健康的认识不断地提高,茶叶作为我国的国饮,市场的规模不断地快速扩大,目前我国茶业农业总产值达到了1349亿元。安溪铁观音-中国十大名茶之一,始于唐朝末年,兴盛于明清,因其清新、高雅的香气、顺滑的口感、独特的铁观音韵味受到国内外消费者的喜爱。目前已成为国内知名度最高、市场占有率最大的茶叶品种之一。安溪铁观音不仅成为茶叶行业中的“领头羊”,而且也成为我国众多区域品牌中的“一颗璀璨的明星”。区域品牌的发展带动了相关行业的发展,拉动了地区经济的发展,对当地的经济发展、人民生活水平的提高起到了重大作用。但是近年来,随着铁观音企业的大规模扩张,其他产茶区的产茶量不断增大,铁观音市场出现了“供过于求”、价格下跌的现象,如何继续保持安溪铁观音在行业中的领先地位?铁观音茶叶企业如何在市场竞争中生存?品牌化是重要途径。本文利用品牌发展的相关理论,对安溪铁观音的品牌化策略进行探讨。首先运用文献分析法,在考察铁观音产业发展背景的前提下,对铁观音的品牌发展现状进行概括。然后根据品牌发展现状提出品牌化过程中存在的问题,例如:标准化程度低、品牌忠诚度低、企业品牌意识缺失、企业品牌化发展后劲不足等问题,最后根据铁观音发展过程中遇到的问题,从政府、企业、合作社三个角度进行分析,提出品牌发展的策略。
[Abstract]:With the development of China's economy, people's income is increasing day by day, people's awareness of health is constantly improving. Tea as China's national drink, the scale of the market continues to expand rapidly. At present, the total output value of China's tea industry has reached 134.9 billion yuan. New, elegant aroma, smooth taste, unique Tieguanyin flavor by domestic and foreign consumers love. Now has become one of the most well-known and market share of tea varieties. The development of regional brands has promoted the development of related industries, promoted the development of regional economy, and played an important role in the local economic development and the improvement of people's living standards. How to keep Anxi Tieguanyin's leading position in the industry? How Tieguanyin's tea enterprises survive in the market competition? Branding is an important way. This paper discusses the brand strategy of Anxi Tieguanyin by using the related theory of brand development. Firstly, using the method of literature analysis, it inspects Tieguanyin. On the premise of the development background of the sound industry, this paper summarizes the present situation of Tieguanyin's brand development. Then according to the present situation of Tieguanyin's brand development, it puts forward some problems in the process of brand development, such as low standardization, low brand loyalty, lack of brand awareness, lack of brand development stamina and so on. Finally, according to Tieguanyin's development process The problems encountered are analyzed from three angles: government, enterprises and cooperatives, and strategies for brand development are put forward.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.5;F326.12

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