本文選題：區(qū)域品牌 + 品牌傘　； 參考：《福建農(nóng)林大學(xué)》2017年碩士論文

【摘要】：區(qū)域經(jīng)濟(jì)發(fā)展與農(nóng)民生活息息相關(guān),也是國家整體經(jīng)濟(jì)發(fā)展的重要組成部分之一。面對競爭激烈的市場環(huán)境,福建省連江縣長龍鎮(zhèn)區(qū)域中小茶葉企業(yè)數(shù)量不斷增加,該鎮(zhèn)的茶葉企業(yè)發(fā)展由從單一經(jīng)營向多元化經(jīng)營轉(zhuǎn)變,企業(yè)開始品牌化管理運(yùn)作,但單個企業(yè)應(yīng)對市場競爭和壓力的能力較弱,品牌營銷能力差。將區(qū)域品牌傘化后進(jìn)行整體營銷是同一區(qū)域中小企業(yè)的重要策略。本研究選擇福建省連江縣長龍茶葉作為研究對象,綜合運(yùn)用文獻(xiàn)研究、實地調(diào)研等方法,走訪調(diào)查了福建省連江縣長龍鎮(zhèn)多家茶葉加工企業(yè),了解長龍茶企業(yè)發(fā)展現(xiàn)狀,分析存在問題,提出長龍茶葉品牌營銷的具體策略。本文共分為六個部分:第一部分闡明本研究的背景和意義,評述國內(nèi)外品牌研究現(xiàn)狀、區(qū)域品牌、農(nóng)產(chǎn)品品牌的研究現(xiàn)狀;闡述本文采用的研究方法、技術(shù)路線以及創(chuàng)新之處。第二部介紹本研究相關(guān)概念與理論基礎(chǔ),對研究運(yùn)用到的品牌、區(qū)域品牌等概念進(jìn)行界定,并對品牌關(guān)系、區(qū)域品牌、品牌傘等相關(guān)理論基礎(chǔ)進(jìn)行了闡述。第三部分結(jié)合實地調(diào)查了解到的現(xiàn)狀,通過品牌關(guān)系視角從產(chǎn)品、經(jīng)營者、消費(fèi)者、市場環(huán)境等四個方面系統(tǒng)地探討了長龍茶葉品牌經(jīng)營問題的深層次原因,為找準(zhǔn)長龍茶葉品牌營銷策略夯實基礎(chǔ)。第四部分評述了"贛南臍橙"的品牌營銷,以及安溪鐵觀音、福安坦洋工夫茶等區(qū)域品牌營銷的先進(jìn)經(jīng)驗和做法,并總結(jié)出對長龍茶葉品牌營銷策略制定的啟示。第五部分,筆者結(jié)合長龍的實際和其他品牌營銷的成功經(jīng)驗,提出長龍茶葉品牌營銷的具體策略,特別是運(yùn)用區(qū)域品牌理論提出了構(gòu)建長龍茶葉區(qū)域產(chǎn)業(yè)品牌傘下的企業(yè)品牌族群構(gòu)想,以期提高長龍茶葉品牌的影響力和競爭力,進(jìn)一步開拓長龍茶葉國內(nèi)外市場,實現(xiàn)長龍茶葉區(qū)域品牌與企業(yè)品牌相互促進(jìn)、協(xié)同發(fā)展的良性互動。第六部分為本研究的結(jié)論與展望。
[Abstract]:The development of regional economy is closely related to the life of the peasants, and is also one of the important components of the whole economic development of the country. Facing the competitive market environment, the number of small and medium-sized tea enterprises in the District of long long town, Lianjiang County of Fujian province is increasing, and the development of tea enterprises in this town has changed from single operation to diversified business, and the enterprise has been branded. Management and operation, but the ability of individual enterprises to deal with market competition and pressure is weak, and brand marketing ability is poor. It is an important strategy for small and medium-sized enterprises in the same region to carry out the whole marketing after the umbrella of regional brands. This study chooses Lianjiang County, Fujian Province as the research object, comprehensive use of literature research, field research and other methods, to visit the tune A number of tea processing enterprises in Changlong Town, Lianjiang County, Fujian province were investigated to understand the development status of Changlong tea enterprises, to analyze the existing problems and to put forward the specific strategies for the marketing of the tea brand. This article is divided into six parts: the first part clarifies the background and significance of the study, and reviews the status of brand research at home and abroad, regional brand, and the research of agricultural brand brand The second part introduces the concept and theoretical basis of this study, defines the concept of brand, regional brand and other related concepts, and expounds the theoretical basis of brand relationship, regional brand and brand umbrella. The third part is combined with field investigation. The deep reasons of the brand management of Changlong tea are systematically discussed from four aspects of the brand relationship perspective from the product, the operator, the consumer and the market environment. The fourth part reviews the brand marketing of the "Ganan navel orange", and the Anxi Tieguanyin, Fu'an, and the Fu'an Tieguanyin, as well as Tieguanyin. In the fifth part, the author put forward the specific strategy of the brand marketing of Changlong tea, especially the construction of a long dragon with the theory of regional brand. The concept of enterprise brand group under the umbrella of tea regional industry brand is designed to improve the influence and competitiveness of long long tea brand, further open up the domestic and foreign market of Changlong tea, realize the mutual promotion of the regional brand and enterprise brand of Changlong tea, and the benign interaction of cooperative development. The sixth part is the conclusion and Prospect of this study.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 馬向陽;劉肖;焦杰;;區(qū)域品牌建設(shè)新策略——區(qū)域品牌傘下的企業(yè)品牌聯(lián)合[J];軟科學(xué);2014年01期

2 桂燕玲;潘東城;方成剛;;茶葉網(wǎng)絡(luò)營銷現(xiàn)狀、問題及對策[J];云南農(nóng)業(yè)科技;2012年S2期

3 劉年艷;;關(guān)于加快轉(zhuǎn)變茶業(yè)發(fā)展方式的考察報告(下)[J];茶世界;2011年11期

4 韓葆穎;;農(nóng)產(chǎn)品流通領(lǐng)域的新命題——農(nóng)超對接[J];農(nóng)產(chǎn)品加工(創(chuàng)新版);2011年08期

5 曹艷愛;;農(nóng)產(chǎn)品區(qū)域產(chǎn)業(yè)品牌傘策略探析[J];商業(yè)研究;2011年06期

6 周運(yùn)錦;;品牌傘的形成路徑及研究主題[J];中國流通經(jīng)濟(jì);2011年05期

7 叢珩;;農(nóng)產(chǎn)品品牌定位策略探索[J];黑龍江糧食;2011年02期

8 康紅波;胡祥偉;;提升農(nóng)產(chǎn)品品牌競爭力的思考[J];實踐(思想理論版);2011年04期

9 李凱旭;;農(nóng)產(chǎn)品品牌化建設(shè)的途徑探析[J];現(xiàn)代化農(nóng)業(yè);2011年02期

10 吳傳清;;區(qū)域產(chǎn)業(yè)集群品牌的術(shù)語、權(quán)屬和商標(biāo)保護(hù)模式分析[J];經(jīng)濟(jì)管理;2010年09期

相關(guān)重要報紙文章 前1條

1 ;奧格威：現(xiàn)代廣告最具創(chuàng)造力的推動者[N];中華讀書報;2003年

相關(guān)碩士學(xué)位論文 前5條

1 陳軍;茶陵縣茶葉區(qū)域品牌建設(shè)研究[D];中南林業(yè)科技大學(xué);2014年

2 陳婷婷;“贛南臍橙”品牌管理研究[D];江西農(nóng)業(yè)大學(xué);2012年

3 李海麗;農(nóng)產(chǎn)品質(zhì)量提升與品牌建設(shè)研究[D];山東農(nóng)業(yè)大學(xué);2012年

4 郭曉莉;區(qū)域品牌傘運(yùn)用策略研究[D];贛南師范學(xué)院;2011年

5 柳娜;中國農(nóng)產(chǎn)品品牌經(jīng)營研究[D];湘潭大學(xué);2007年

，

本文編號：1899578