白沙溪黑茶品牌發(fā)展戰(zhàn)略研究
發(fā)布時間：2018-11-20 18:09
【摘要】：黑茶屬于我國六大基本茶類中的一種,不僅具有抗氧化、降脂減肥、降血壓等功效,而且由于它在預防心血管疾病、抗癌等方面有特殊的作用,受到了越來越多的關注,以朝氣蓬勃的氣勢不斷融入人們的日常生活。雖然目前而言,安化黑茶平均每年的產出量都相對較高,但是總體來說,安化黑茶的品牌競爭力和影響力依舊較為有限,這勢必會影響安化黑茶品牌的建設和推進,影響安化黑茶的發(fā)展與壯大。在品牌建設至關重要的今天,要想成功吸引到消費者的眼球,就不得不形成自己特有的品牌,所以,走品牌建設之路成為安化黑茶企業(yè)發(fā)展的必然選擇。白沙溪茶廠從建立之初到現在,一直都在以相對較快的速度發(fā)展,在國內外的知名度也不斷提高,白沙溪茶廠的成功,無疑是安化黑茶企業(yè)發(fā)展中一個優(yōu)秀的案例。本文在對白沙溪茶廠發(fā)展的基本情況進行了簡要介紹的基礎上,運用PEST和SWOT分析法對其所處的內外部環(huán)境進行綜合分析。并通過實地考察和問卷調查的形式,從品牌的知曉度、認可度、偏好度、滿意度和忠誠度這五個維度對白沙溪品牌的傳播效果進行了分析,并與龍井、普洱等著名的茶葉品牌進行了對比,發(fā)現白沙溪目前整體品牌滿意度和品牌忠誠度偏低,品牌競爭力較弱的事實。最后針對性地從品牌定位、宣傳、延伸以及管理等方面提出了具體的戰(zhàn)略方針,以期待對白沙溪茶廠及所有黑茶企業(yè)的品牌構建與發(fā)展,提供一定的指導。
[Abstract]:Black tea is one of the six basic tea species in China. It not only has the effects of anti-oxidation, reducing fat and reducing weight, lowering blood pressure, but also has attracted more and more attention because of its special role in preventing cardiovascular disease and anticancer. With a vigorous momentum of continuous integration into people's daily life. Although the average annual output of Anhua black tea is relatively high at present, overall, the brand competitiveness and influence of Anhua black tea are still relatively limited, which is bound to affect the construction and promotion of Anhua black tea brand. Affect the development and expansion of Anhua black tea. In order to successfully attract the attention of consumers, we have to form our own unique brand in order to successfully attract the attention of consumers. Therefore, taking the road of brand building has become the inevitable choice for the development of Anhua Black Tea Enterprise. From the beginning of its establishment to now, the Baisha River Tea Factory has been developing at a relatively fast speed, and its popularity at home and abroad has also been continuously improved. The success of the Baisha River Tea Factory is undoubtedly an excellent case in the development of Anhua Black Tea Enterprise. On the basis of a brief introduction of the development of Baishaxi Tea Plant, this paper makes a comprehensive analysis of its internal and external environment by PEST and SWOT analysis. And through the field investigation and questionnaire survey form, from the brand awareness, recognition, preference, satisfaction and loyalty of the five dimensions of Baishaxi brand communication effect analysis, and Longjing, Compared with the famous tea brands such as Pu'er, it is found that the overall brand satisfaction and brand loyalty are low and the brand competitiveness is weak. Finally, it puts forward specific strategic policy from brand positioning, propaganda, extension and management, in order to provide some guidance for the brand construction and development of Baishaxi Tea Factory and all the black tea enterprises.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.2;F426.82
本文編號：2345606
[Abstract]:Black tea is one of the six basic tea species in China. It not only has the effects of anti-oxidation, reducing fat and reducing weight, lowering blood pressure, but also has attracted more and more attention because of its special role in preventing cardiovascular disease and anticancer. With a vigorous momentum of continuous integration into people's daily life. Although the average annual output of Anhua black tea is relatively high at present, overall, the brand competitiveness and influence of Anhua black tea are still relatively limited, which is bound to affect the construction and promotion of Anhua black tea brand. Affect the development and expansion of Anhua black tea. In order to successfully attract the attention of consumers, we have to form our own unique brand in order to successfully attract the attention of consumers. Therefore, taking the road of brand building has become the inevitable choice for the development of Anhua Black Tea Enterprise. From the beginning of its establishment to now, the Baisha River Tea Factory has been developing at a relatively fast speed, and its popularity at home and abroad has also been continuously improved. The success of the Baisha River Tea Factory is undoubtedly an excellent case in the development of Anhua Black Tea Enterprise. On the basis of a brief introduction of the development of Baishaxi Tea Plant, this paper makes a comprehensive analysis of its internal and external environment by PEST and SWOT analysis. And through the field investigation and questionnaire survey form, from the brand awareness, recognition, preference, satisfaction and loyalty of the five dimensions of Baishaxi brand communication effect analysis, and Longjing, Compared with the famous tea brands such as Pu'er, it is found that the overall brand satisfaction and brand loyalty are low and the brand competitiveness is weak. Finally, it puts forward specific strategic policy from brand positioning, propaganda, extension and management, in order to provide some guidance for the brand construction and development of Baishaxi Tea Factory and all the black tea enterprises.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.2;F426.82
【參考文獻】
相關期刊論文 前3條
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2 朱敏華;陳昌來;;實施品牌戰(zhàn)略 做強茶葉產業(yè)[J];中國茶葉;2010年11期
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