發(fā)布時間：2018-01-04 20:28

  本文關(guān)鍵詞：淺析中國茶產(chǎn)業(yè)實施品牌營銷戰(zhàn)略的可行性　出處：《福建茶葉》2017年10期 　論文類型：期刊論文

  更多相關(guān)文章： 中國茶產(chǎn)業(yè) 品牌營銷 可行性

【摘要】：我國的茶產(chǎn)業(yè)具有悠久的歷史,從唐朝開始民間茶風愈加興盛,茶產(chǎn)業(yè)鏈也越來越完善,時至今日已經(jīng)過了上千年的歲月。茶產(chǎn)業(yè)的成熟在于茶葉市場非常完善、茶葉需求者數(shù)量多、茶葉的生產(chǎn)與銷售過程有序,但是也有壞的一面,那就是茶葉市場已經(jīng)飽和,市場競爭尤為激烈,有錢人喝我國名茶,普通老百姓喝當?shù)夭?而那些口感優(yōu)秀卻沒有名氣的茶葉新產(chǎn)品則無人問津,長此以往,我國的茶葉就失去了新鮮血液與創(chuàng)新力量,甚至導致茶產(chǎn)業(yè)的沒落,尤其是在目前茶葉企業(yè)追尋國際化對外貿(mào)易的情況下,我國的茶產(chǎn)業(yè)要在國際市場中具有競爭力,實施品牌營銷戰(zhàn)略勢在必行。在競爭更加強烈的茶葉國際市場當中,茶產(chǎn)業(yè)營銷僅僅是擁有較好的口感是不足以吸引大量的消費者的,還需要一定的品牌價值,茶產(chǎn)業(yè)只有具有品牌效應,才能更好地將產(chǎn)品推銷到現(xiàn)代消費人群當中。本文通過對我國茶產(chǎn)業(yè)品牌營銷現(xiàn)狀進行分析,研究茶產(chǎn)業(yè)實施品牌營銷戰(zhàn)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.
【作者單位】： 天津天獅學院;
【分類號】：F274;F426.82
【正文快照】： 營銷從實質(zhì)上說是讓所有消費者能夠首先知道你的產(chǎn)品,然后根據(jù)自身需求結(jié)合產(chǎn)品特點進行選擇。所以,營銷知識在很大意義上是擴大產(chǎn)品的知名度,也就是擴大產(chǎn)品的潛在市場。特別是在電商興起的今天,如果別人都不知道你的產(chǎn)品叫什么,別人是根本不可能買到你的產(chǎn)品的。中國茶產(chǎn)業(yè)

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