發(fā)布時(shí)間：2018-01-04 20:28

  本文關(guān)鍵詞：淺析中國(guó)茶產(chǎn)業(yè)實(shí)施品牌營(yíng)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(guó)茶產(chǎn)業(yè) 品牌營(yíng)銷 可行性

【摘要】：我國(guó)的茶產(chǎn)業(yè)具有悠久的歷史,從唐朝開(kāi)始民間茶風(fēng)愈加興盛,茶產(chǎn)業(yè)鏈也越來(lái)越完善,時(shí)至今日已經(jīng)過(guò)了上千年的歲月。茶產(chǎn)業(yè)的成熟在于茶葉市場(chǎng)非常完善、茶葉需求者數(shù)量多、茶葉的生產(chǎn)與銷售過(guò)程有序,但是也有壞的一面,那就是茶葉市場(chǎng)已經(jīng)飽和,市場(chǎng)競(jìng)爭(zhēng)尤為激烈,有錢人喝我國(guó)名茶,普通老百姓喝當(dāng)?shù)夭?而那些口感優(yōu)秀卻沒(méi)有名氣的茶葉新產(chǎn)品則無(wú)人問(wèn)津,長(zhǎng)此以往,我國(guó)的茶葉就失去了新鮮血液與創(chuàng)新力量,甚至導(dǎo)致茶產(chǎn)業(yè)的沒(méi)落,尤其是在目前茶葉企業(yè)追尋國(guó)際化對(duì)外貿(mào)易的情況下,我國(guó)的茶產(chǎn)業(yè)要在國(guó)際市場(chǎng)中具有競(jìng)爭(zhēng)力,實(shí)施品牌營(yíng)銷戰(zhàn)略勢(shì)在必行。在競(jìng)爭(zhēng)更加強(qiáng)烈的茶葉國(guó)際市場(chǎng)當(dāng)中,茶產(chǎn)業(yè)營(yíng)銷僅僅是擁有較好的口感是不足以吸引大量的消費(fèi)者的,還需要一定的品牌價(jià)值,茶產(chǎn)業(yè)只有具有品牌效應(yīng),才能更好地將產(chǎn)品推銷到現(xiàn)代消費(fèi)人群當(dāng)中。本文通過(guò)對(duì)我國(guó)茶產(chǎn)業(yè)品牌營(yíng)銷現(xiàn)狀進(jìn)行分析,研究茶產(chǎn)業(yè)實(shí)施品牌營(yíng)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(xué)院;
【分類號(hào)】：F274;F426.82
【正文快照】： 營(yíng)銷從實(shí)質(zhì)上說(shuō)是讓所有消費(fèi)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(diǎn)進(jìn)行選擇。所以,營(yíng)銷知識(shí)在很大意義上是擴(kuò)大產(chǎn)品的知名度,也就是擴(kuò)大產(chǎn)品的潛在市場(chǎng)。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(guó)茶產(chǎn)業(yè)

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