崂山茶的品牌建设与推广研究
发布时间：2018-10-08 16:50
【摘要】：崂山茶是我国新优名茶之一，近几年以其醇香的口感、丰富的营养成分、悠久独特的文化等特征受到了市场的关注。崂山茶正逐渐融入人们的生活中，市场竞争日常激烈的21世纪，要想扩大销售额、增强市场影响力，就需要建设、推广自己的品牌。现实情况是，崂山茶虽然具备了一定的生产规模，却由于缺少强大的品牌，没有创造出与之对应的产值。因此，走区域品牌化道路、建设品牌与推广品牌是崂山茶产业科学、健康发展的必由之路。 本课题以国内外品牌相关理论为依据，在深入挖掘崂山茶的发展历史、市场状况的基础上，结合对崂山产品牌价值调查结果的统计分析，概括了“崂山茶”品牌建设的现状，并指出崂山茶存在的企业小、生产分散，品质良莠混杂，知名品牌缺失等问题。然后针对现存问题，在归纳研究成果与结论的同时，提出了崂山茶在品牌建设时应该注意其整体规划，品牌定位要准确，形象设计要创新；在品牌推广时，要树立新理念，并将广告宣传、促销活动与渠道建设作为重点。最后，提出了促进品牌运营的保障性措施，即重视品牌经营过程中的保障措施的完善，崂山茶品牌的评估、管理与保护工作要落实，，同时加强思想意识、人力资源、服务体系、授权机制等方面的工作。 当前关于茶品牌的研究成果较多，但针对如崂山茶一样的新秀茶型较少，因此，本文关于崂山茶的研究，具有一定的应用价值。同时品牌建设与推广是一项复杂的过程，不可能一蹴而就，各企业要根据自身情况，有计划、有选择的实施品牌战略，直至实现自身目标。
[Abstract]:Laoshan tea is one of the new famous tea in China. In recent years, the market has paid close attention to Laoshan tea because of its mellow taste, rich nutrition, long and unique culture and so on. Laoshan tea is gradually integrated into people's life. In the 21st century, when the market competition is fierce, if we want to expand the sales volume and strengthen the market influence, we need to build and promote our own brand. The reality is that Laoshan tea has a certain scale of production, but because of the lack of strong brand, it does not create the corresponding output value. Therefore, it is the only way for Laoshan tea industry to develop scientifically and healthily. Based on the related theories of domestic and foreign brands, on the basis of deeply excavating the development history and market situation of Laoshan tea, combined with the statistical analysis of the results of the brand value investigation of Laoshan tea, the paper summarizes the present situation of Laoshan tea brand construction. It is pointed out that Laoshan tea has some problems, such as small enterprises, dispersed production, mixed quality, lack of famous brands and so on. Then, in view of the existing problems, while summarizing the research results and conclusions, the paper puts forward that Laoshan tea should pay attention to its overall planning when building its brand, the brand positioning should be accurate, the image design should be innovated, and the new idea should be set up when promoting the brand. And will advertising, promotional activities and channel construction as the focus. Finally, the paper puts forward the safeguard measures to promote the brand operation, that is, to attach importance to the perfection of the safeguard measures in the process of brand management, to carry out the evaluation, management and protection of Laoshan tea brand, and to strengthen the ideology, human resources and service system. Work on authorization mechanisms, etc. At present, there are many researches on the tea brand, but there are few new tea types such as Laoshan tea. Therefore, the research on Laoshan tea in this paper has certain application value. At the same time, brand construction and promotion is a complex process, can not be achieved overnight, each enterprise should be based on their own situation, have a plan, a selective implementation of brand strategy, until the realization of their own goals.
【学位授予单位】：中国农业科学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F326.13
本文编号：2257524
[Abstract]:Laoshan tea is one of the new famous tea in China. In recent years, the market has paid close attention to Laoshan tea because of its mellow taste, rich nutrition, long and unique culture and so on. Laoshan tea is gradually integrated into people's life. In the 21st century, when the market competition is fierce, if we want to expand the sales volume and strengthen the market influence, we need to build and promote our own brand. The reality is that Laoshan tea has a certain scale of production, but because of the lack of strong brand, it does not create the corresponding output value. Therefore, it is the only way for Laoshan tea industry to develop scientifically and healthily. Based on the related theories of domestic and foreign brands, on the basis of deeply excavating the development history and market situation of Laoshan tea, combined with the statistical analysis of the results of the brand value investigation of Laoshan tea, the paper summarizes the present situation of Laoshan tea brand construction. It is pointed out that Laoshan tea has some problems, such as small enterprises, dispersed production, mixed quality, lack of famous brands and so on. Then, in view of the existing problems, while summarizing the research results and conclusions, the paper puts forward that Laoshan tea should pay attention to its overall planning when building its brand, the brand positioning should be accurate, the image design should be innovated, and the new idea should be set up when promoting the brand. And will advertising, promotional activities and channel construction as the focus. Finally, the paper puts forward the safeguard measures to promote the brand operation, that is, to attach importance to the perfection of the safeguard measures in the process of brand management, to carry out the evaluation, management and protection of Laoshan tea brand, and to strengthen the ideology, human resources and service system. Work on authorization mechanisms, etc. At present, there are many researches on the tea brand, but there are few new tea types such as Laoshan tea. Therefore, the research on Laoshan tea in this paper has certain application value. At the same time, brand construction and promotion is a complex process, can not be achieved overnight, each enterprise should be based on their own situation, have a plan, a selective implementation of brand strategy, until the realization of their own goals.
【学位授予单位】：中国农业科学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F326.13
【参考文献】
相关期刊论文 前3条
1 周玫;基于顾客忠诚的品牌竞争力评价分析[J];当代财经;2005年09期
2 李增勇;;魅力独特的崂山茶文化[J];茶博览;2006年03期
3 蔡清毅;;品牌建设理论模型研究[J];武汉理工大学学报;2009年23期
本文编号：2257524
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