本文選題：普洱茶產(chǎn)區(qū) + 品牌��； 參考：《云南財(cái)經(jīng)大學(xué)》2009年碩士論文

【摘要】： 品牌經(jīng)濟(jì)已成為現(xiàn)代市場經(jīng)濟(jì)的主流。人們不再生產(chǎn)產(chǎn)品而生產(chǎn)品牌,也不再購買產(chǎn)品而購買品牌。企業(yè)之間的競爭己由產(chǎn)品競爭力轉(zhuǎn)向品牌競爭力。品牌競爭優(yōu)勢成為某品牌較同類產(chǎn)品市場影響力大、占有率高、附加值高、生命周期長的深層次原因。 近年來,云南普洱茶風(fēng)生水起,在全國各地火了一把。普洱茶火了,但是火的僅僅是普洱茶這個(gè)名詞,而并非普洱茶的品牌。普洱茶僅僅是產(chǎn)品的代名詞,而不是一個(gè)品牌的代名詞。茶葉市場上普洱茶的品牌不計(jì)其數(shù),但除了勐海的“大益”,還沒有一個(gè)廠家推出了一個(gè)有較大影響力的品牌,普洱茶品牌非常薄弱。 云南省普洱茶六大產(chǎn)區(qū),在云南省普洱茶產(chǎn)業(yè)中占據(jù)著舉足輕重的地位。普洱茶六大產(chǎn)區(qū)的品牌建設(shè)幾乎決定了整個(gè)云南省普洱茶品牌的命運(yùn)。普洱茶品牌現(xiàn)狀預(yù)示著提升普洱茶品牌競爭力已經(jīng)勢在必行,因此本文立足于普洱茶產(chǎn)區(qū),對其品牌現(xiàn)狀進(jìn)行了全方位的分析。 本文運(yùn)用層次分析法,結(jié)合六大普洱茶產(chǎn)區(qū)現(xiàn)狀,對影響普洱茶品牌競爭力的諸多因素進(jìn)行了詳細(xì)分析,提出了幾個(gè)關(guān)于提升普洱茶品牌競爭力的具體措施,并對其進(jìn)行了分析和探討,以期對打造普洱茶品牌、提升普洱茶產(chǎn)區(qū)品牌競爭力能有所啟示。
[Abstract]:Brand economy has become the mainstream of modern market economy. People no longer produce products and produce brands, nor do they buy brands. Competition among enterprises has shifted from product competitiveness to brand competitiveness. Brand competitive advantage has become the deep reason that a brand has more market influence, higher occupation rate, higher added value and longer life cycle than similar products. In recent years, Yunnan Pu'er tea wind water, in all parts of the country a fire. Pu'er tea is on fire, but fire is only a term for Pu'er tea, not a brand of Pu'er tea. Pu'er tea is only a product pronoun, not a brand pronoun. There are countless brands in the tea market, but with the exception of Menghai's "Dae", no manufacturer has launched a more influential brand, Pu'er tea brand is very weak. Yunnan Pu'er tea production area occupies a pivotal position in Yunnan Pu'er tea industry. The brand construction of six major producing areas almost determines the fate of Pu'er tea brand in Yunnan province. The present situation of Pu'er tea brand indicates that it is imperative to promote the brand competitiveness of Pu'er tea. Based on the analytic hierarchy process (AHP) and the current situation of six Pu'er tea producing areas, this paper makes a detailed analysis of many factors affecting the brand competitiveness of Pu'er tea, and puts forward some concrete measures to enhance the brand competitiveness of Pu'er tea. The paper also analyzes and discusses it in order to promote the brand competitiveness of Pu'er tea production area and to build a brand of Pu'er tea.
【學(xué)位授予單位】：云南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F426.82

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 李海;白娜;;普洱茶養(yǎng)生旅游開發(fā)初探[J];文山學(xué)院學(xué)報(bào);2012年06期

相關(guān)碩士學(xué)位論文 前2條

1 徐楓;武夷山巖茶品牌建設(shè)初探[D];福建師范大學(xué);2010年

2 羅婷婷;普洱茶品牌研究[D];中央民族大學(xué);2013年

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本文編號：1958913