【摘要】：黑茶屬于我國(guó)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(yù)防心血管疾病、抗癌等方面有特殊的作用,受到了越來(lái)越多的關(guān)注,以朝氣蓬勃的氣勢(shì)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(chǎn)出量都相對(duì)較高,但是總體來(lái)說,安化黑茶的品牌競(jìng)爭(zhēng)力和影響力依舊較為有限,這勢(shì)必會(huì)影響安化黑茶品牌的建設(shè)和推進(jìn),影響安化黑茶的發(fā)展與壯大。在品牌建設(shè)至關(guān)重要的今天,要想成功吸引到消費(fèi)者的眼球,就不得不形成自己特有的品牌,所以,走品牌建設(shè)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(xiàn)在,一直都在以相對(duì)較快的速度發(fā)展,在國(guó)內(nèi)外的知名度也不斷提高,白沙溪茶廠的成功,無(wú)疑是安化黑茶企業(yè)發(fā)展中一個(gè)優(yōu)秀的案例。本文在對(duì)白沙溪茶廠發(fā)展的基本情況進(jìn)行了簡(jiǎn)要介紹的基礎(chǔ)上,運(yùn)用PEST和SWOT分析法對(duì)其所處的內(nèi)外部環(huán)境進(jìn)行綜合分析。并通過實(shí)地考察和問卷調(diào)查的形式,從品牌的知曉度、認(rèn)可度、偏好度、滿意度和忠誠(chéng)度這五個(gè)維度對(duì)白沙溪品牌的傳播效果進(jìn)行了分析,并與龍井、普洱等著名的茶葉品牌進(jìn)行了對(duì)比,發(fā)現(xiàn)白沙溪目前整體品牌滿意度和品牌忠誠(chéng)度偏低,品牌競(jìng)爭(zhēng)力較弱的事實(shí)。最后針對(duì)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(duì)白沙溪茶廠及所有黑茶企業(yè)的品牌構(gòu)建與發(fā)展,提供一定的指導(dǎo)。
[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(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F426.82

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本文編號(hào)：2345606