福建武夷星大红袍品牌市场推广研究
发布时间：2018-10-19 09:44
【摘要】：综观我国茶产业与市场的全局，从茶资源、茶营销到茶品牌、茶文化等系列现状来看，其“品牌”茶建设和茶营销理念的落后已成为我国茶产业发展的薄弱环节，在如今品牌营销盛行的大环境下，没有品牌就没有市场占有率，没有品牌就没有竞争力，没有品牌就没有国际影响力。鉴于此并结合其长远发展来看，茶行业打造消费者宠爱的茶品牌，实际上就是打造一种符合市场需求、现代生活方式与国际趋势发展的品牌体验。同时，积极地实施茶品牌的培育和推广，也是对建设具有中国特色的茶叶品牌企业未来走向世界，无不具有前瞻性意义。因此，本文在广告学、品牌学、营销学视域下，运用文献分析法、个案分析法、实证调查法等研究方法，对福建武夷星大红袍品牌市场推广进行研究。 大红袍是我国武夷岩茶类的杰出代表，拥有着悠久的发展历史，其一路走到今天，并作为武夷星公司的主导产品品牌，它焕发出了新的生命力。另外，社会的发展变化也让我们看到，大红袍在走向大众消费者时，也面临着诸多不确定环境因素。因此，从茶产业政策、经济环境、文化环境、竞争者因素、消费者因素和游资炒作大红袍这些层面进行分析，来阐述大红袍所面临的机遇与挑战。作为国家农业产业化的龙头企业，武夷星公司从战略高度对大红袍品牌进行了全方位设计和包装，借助于差异化来进行传播：在品牌定位方面，利用大红袍品质不可复制和加工技术讲究的特点，进行品质定位；及大红袍极具营养价值和保健功能，又进行功效定位。在产品包装及价位策略上，则把大红袍统一按小包装形式接触消费者，这是不同于其它岩茶企业的特色经营。在从茶园到茶杯质量全程跟踪策略上，实行产品质量可追溯制度，建立产品电子信息档案，方便消费者查询；其不同于传统的经营模式，体现了武夷星公司品牌推广中所树立的标杆作用。 武夷星公司为了推广大红袍品牌，采取了积极有效的整合营销传播策略。如：广告媒介策略、事件营销、文化营销、茶旅营销、会展营销及公关赞助等多种营销方式，并进行了这方面的创新。在事件营销活动中，武夷星大红袍通过参加国家外事活动，，不仅提高了大红袍的知名度，而且使影响力扩展到全世界。在文化营销活动中，通过“印象大红袍”全球公演，将茶叶与艺术相结合，实行跨界经营，开创了我国乃至世界上茶叶品牌向全球扩张的特色之路。至此，对武夷星大红袍品牌的市场推广作详细而充分研究，以期能对其它产茶企业如何打造、推广品牌提供参考和有益的借鉴。
[Abstract]:In view of the overall situation of tea industry and market in China, from the present situation of tea resources, tea marketing to tea brands and tea culture, the backward concept of "brand" tea construction and tea marketing has become a weak link in the development of Chinese tea industry. Under the prevailing environment of brand marketing, there is no market share without brand, no competition without brand, no international influence without brand. In view of this and its long-term development, the tea industry to create a favorite tea brand consumers, in fact, is to create a brand to meet the needs of the market, modern lifestyle and international trend development of the brand experience. At the same time, actively carrying out the cultivation and promotion of tea brand is of great significance to the construction of tea brand enterprises with Chinese characteristics in the future to the world. Therefore, in the field of advertising, branding and marketing, this paper uses literature analysis, case analysis, empirical investigation and other research methods to study the promotion of Wuyi Xingda Hongpao brand market in Fujian. Dahongpao is an outstanding representative of Wuyi rock tea in our country. It has a long history of development, and it is the leading product brand of Wuyi Star Company. In addition, the social development and change also let us see that Da Hong Pao also faces many uncertain environmental factors when it comes to mass consumers. Therefore, from the tea industry policy, economic environment, cultural environment, competitive factors, consumer factors and hot money speculation of Dahongpao these aspects of the analysis, to explain the opportunities and challenges faced by Da Hong Pao. As the leading enterprise of national agricultural industrialization, Wuyi Star Company designs and packages the brand of Dahongpao from the strategic height, and spreads with the aid of differentiation: in the aspect of brand positioning, The quality of Dahongpao can not be duplicated and the processing technology is exquisite to locate the quality, and the Dahong robe has nutritive value and health care function as well as efficacy orientation. In product packaging and price strategy, Dahongpao unified according to the form of small packaging contact with consumers, this is different from other rock tea enterprises. In the strategy of tracking the whole process from tea garden to cup quality, the system of traceability of product quality is carried out, and the electronic information file of product is established, which is convenient for consumers to inquire, and it is different from the traditional management mode. It reflects the role of benchmarking established in the brand promotion of Wuyi Star Company. Wuyi Star Company in order to promote the red robes brand, took an active and effective integrated marketing communication strategy. Such as: advertising media strategy, event marketing, cultural marketing, tea marketing, exhibition marketing and public relations sponsorship and other marketing methods, and has carried on the innovation in this respect. In the event marketing activities, Wuyi Star Dahong robe not only increased the popularity of Dahong robes, but also extended its influence to the whole world by participating in national foreign affairs activities. In the cultural marketing activities, through the global public performance of "impression Da Hong Pao", tea and art are combined to carry out cross-border management, which opens up the characteristic road of the global expansion of tea brands in our country and even in the world. So far, the market promotion of Wuyi Xingda Hongpao brand is studied in detail and fully, in order to provide reference and useful reference for other tea producing enterprises how to build and promote the brand.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.82
本文编号：2280767
[Abstract]:In view of the overall situation of tea industry and market in China, from the present situation of tea resources, tea marketing to tea brands and tea culture, the backward concept of "brand" tea construction and tea marketing has become a weak link in the development of Chinese tea industry. Under the prevailing environment of brand marketing, there is no market share without brand, no competition without brand, no international influence without brand. In view of this and its long-term development, the tea industry to create a favorite tea brand consumers, in fact, is to create a brand to meet the needs of the market, modern lifestyle and international trend development of the brand experience. At the same time, actively carrying out the cultivation and promotion of tea brand is of great significance to the construction of tea brand enterprises with Chinese characteristics in the future to the world. Therefore, in the field of advertising, branding and marketing, this paper uses literature analysis, case analysis, empirical investigation and other research methods to study the promotion of Wuyi Xingda Hongpao brand market in Fujian. Dahongpao is an outstanding representative of Wuyi rock tea in our country. It has a long history of development, and it is the leading product brand of Wuyi Star Company. In addition, the social development and change also let us see that Da Hong Pao also faces many uncertain environmental factors when it comes to mass consumers. Therefore, from the tea industry policy, economic environment, cultural environment, competitive factors, consumer factors and hot money speculation of Dahongpao these aspects of the analysis, to explain the opportunities and challenges faced by Da Hong Pao. As the leading enterprise of national agricultural industrialization, Wuyi Star Company designs and packages the brand of Dahongpao from the strategic height, and spreads with the aid of differentiation: in the aspect of brand positioning, The quality of Dahongpao can not be duplicated and the processing technology is exquisite to locate the quality, and the Dahong robe has nutritive value and health care function as well as efficacy orientation. In product packaging and price strategy, Dahongpao unified according to the form of small packaging contact with consumers, this is different from other rock tea enterprises. In the strategy of tracking the whole process from tea garden to cup quality, the system of traceability of product quality is carried out, and the electronic information file of product is established, which is convenient for consumers to inquire, and it is different from the traditional management mode. It reflects the role of benchmarking established in the brand promotion of Wuyi Star Company. Wuyi Star Company in order to promote the red robes brand, took an active and effective integrated marketing communication strategy. Such as: advertising media strategy, event marketing, cultural marketing, tea marketing, exhibition marketing and public relations sponsorship and other marketing methods, and has carried on the innovation in this respect. In the event marketing activities, Wuyi Star Dahong robe not only increased the popularity of Dahong robes, but also extended its influence to the whole world by participating in national foreign affairs activities. In the cultural marketing activities, through the global public performance of "impression Da Hong Pao", tea and art are combined to carry out cross-border management, which opens up the characteristic road of the global expansion of tea brands in our country and even in the world. So far, the market promotion of Wuyi Xingda Hongpao brand is studied in detail and fully, in order to provide reference and useful reference for other tea producing enterprises how to build and promote the brand.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.82
【引证文献】
相关期刊论文 前1条
1 程长琴;;武夷山市茶产业发展特征及对策研究[J];经济师;2013年03期
本文编号：2280767
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