本文關(guān)鍵詞： 茶葉行業(yè) 品牌營(yíng)銷 整合營(yíng)銷傳播 O2O　出處：《北京交通大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：摘要：品牌營(yíng)銷已成為企業(yè)加快發(fā)展的重要手段。在未來(lái)的市場(chǎng)中,“有品類、無(wú)品牌”將會(huì)是中國(guó)茶葉行業(yè)需要解決的最大問(wèn)題。全世界的人都知道中國(guó)茶,西湖龍井、洞庭湖碧螺春、黃山毛峰朗朗上口,但是并沒(méi)有幾個(gè)人知道到底哪些品牌是這些茶的真正代表。沒(méi)有品牌的區(qū)隔,也沒(méi)有符號(hào)的差異,導(dǎo)致的結(jié)果是茶葉企業(yè)的惡性競(jìng)爭(zhēng)；所有的廠商都說(shuō)自己賣的是好茶,普遍消費(fèi)者缺乏辨別到底什么是好茶產(chǎn)品的專業(yè)知識(shí),導(dǎo)致的結(jié)果就是市場(chǎng)上良莠不齊,甚至出現(xiàn)劣幣驅(qū)逐良幣的可能,從而讓整個(gè)茶葉產(chǎn)業(yè)的整體經(jīng)營(yíng)水平不能保。在消費(fèi)者對(duì)于產(chǎn)品辨別有限的情況下,品牌成為消費(fèi)者識(shí)別產(chǎn)品的最根本保證。 在論文結(jié)構(gòu)方面,第一章,引言部分介紹論文研究的背景、研究意義、以及研究方法和內(nèi)容。第二章,基礎(chǔ)理論及文獻(xiàn)綜述部分主要是品牌、營(yíng)銷及電子商務(wù)方面的相關(guān)概念介紹和文獻(xiàn)綜述。第三章,對(duì)我國(guó)茶葉行業(yè)的現(xiàn)狀及特性進(jìn)行分析,并找出品牌營(yíng)銷的現(xiàn)狀、問(wèn)題和阻礙。第四章,運(yùn)用品牌營(yíng)銷策略的基本理論,結(jié)合中國(guó)茶葉行業(yè)的實(shí)際情況,從品牌定位、產(chǎn)品策略、營(yíng)銷渠道建設(shè)、整合營(yíng)銷傳播策略以及客戶關(guān)系管理五個(gè)方面提出中國(guó)茶葉行業(yè)品牌營(yíng)銷的對(duì)策。第五章,以大益為例,描述了品牌營(yíng)銷策略的實(shí)踐過(guò)程和效果。第六章結(jié)論,全文總結(jié)。
[Abstract]:Absrtact: brand marketing has become an important means to accelerate the development of enterprises. In the future market, "have category, no brand" will be the biggest problem that needs to be solved in Chinese tea industry. People all over the world know Chinese tea, Xihu Longjing Tea, Biluochun Tea of Dongting Lake, Huangshan Maofeng, but few people know which brands are the real representatives of these tea. There is no brand division, there is no difference in symbols, the result is the vicious competition of tea enterprises; All the manufacturers said they were selling good tea, and consumers generally lacked the expertise to tell exactly what a good tea product was, resulting in mixed results in the market, and even the possibility of Bad money drives out good. As a result, the whole management level of the whole tea industry cannot be guaranteed. In the case of consumers' limited discrimination of products, the brand becomes the most fundamental guarantee for consumers to identify products. In the aspect of the structure of the thesis, the first chapter, the introduction part, introduces the background, significance, research method and content of the thesis. Chapter two, the basic theory and literature review part is mainly the brand. The third chapter analyzes the present situation and characteristics of tea industry in China, and finds out the current situation, problems and obstacles of brand marketing. Chapter 4th, Using the basic theory of brand marketing strategy, combining the actual situation of Chinese tea industry, from the brand positioning, product strategy, marketing channel construction, Five aspects of integrated marketing communication strategy and customer relationship management are put forward. Chapter 5th describes the practice process and effect of brand marketing strategy. The conclusion of chapter 6th is summarized.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.82

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