本文選題：普洱茶 + 品牌構(gòu)建　； 參考：《云南大學(xué)》2013年碩士論文

【摘要】：普洱茶是云南十大名片之一,云南省西雙版納擁有種植普洱茶較佳的自然條件,從明清時期開始茶就已經(jīng)成為當(dāng)?shù)亟?jīng)濟的支柱產(chǎn)業(yè),至今仍是聲名遠(yuǎn)揚。但云南省普洱茶的品牌多且雜,眾多消費者只知道普洱茶是我國十大名茶之一,盛產(chǎn)于云南省,但在選購時,卻不能像購買手機一樣,有著各自特色的蘋果(技術(shù)集大成者)、諾基亞(經(jīng)久耐用)、三星(時尚)等突出的品牌。雖然云南省普洱茶每年都會評選出“云南省普洱茶十大品牌”,也難以深入人心。因此,對云南普洱茶品牌構(gòu)建的研究是十分迫切和重要的。 本文運用文獻研究法、案列研究法以及比較研究等方法對云南普洱茶品牌構(gòu)建進行研究。主要內(nèi)容包括以下六部分：首先是理論部分,包括國內(nèi)外研究現(xiàn)狀、品牌相關(guān)概念以及理論基礎(chǔ),其次對云南普洱茶品牌經(jīng)營現(xiàn)狀進行分析,主要包括云南普洱茶文化背景及功效介紹、云南普洱茶供需現(xiàn)狀、普洱茶品牌發(fā)展以及影響因素以及云南普洱茶品牌構(gòu)建現(xiàn)狀分析；然后,對云南普洱茶品牌構(gòu)建比較進行分析,對云南普洱茶代表性品牌,如大益、龍潤、老同志、生命之葉等進行品牌構(gòu)建分析；對普洱茶各大品牌之間以及普洱茶與其他茶葉品牌構(gòu)建進行比較分析,得出普洱茶企業(yè)構(gòu)建品牌的差異性和特殊性；接著依據(jù)分析得到云南普洱茶品牌構(gòu)建的啟示,并提出向樹立特色品牌、使品牌加入更多創(chuàng)新元素、拓展普洱茶屬性、繼續(xù)豐富普洱茶文化、提升普洱茶區(qū)域公共品牌價值等方向發(fā)展。最后,總結(jié)全文,并展望普洱茶品牌建設(shè)未來的研究方向。
[Abstract]:Pu'er tea is one of Yunnan's top ten business cards. Xishuangbanna, Yunnan Province, has had better natural conditions for growing Pu'er tea. Tea has become a pillar industry of the local economy since the Ming and Qing dynasties.However, there are many and miscellaneous brands of Pu'er tea in Yunnan Province. Many consumers only know that Pu'er tea is one of the top ten famous tea in China, and is rich in Yunnan Province, but when it comes to purchasing it, it cannot be like buying a mobile phone.With their own characteristics of Apple (technology convergence), Nokia (durable, Samsung (fashion) and other prominent brands.Although Yunnan Pu'er tea is chosen every year, the top ten brands of Yunnan Pu'er tea are hard to win.Therefore, the research of Yunnan Pu'er tea brand construction is very urgent and important.This paper studies the brand construction of Yunnan Pu'er tea by the methods of literature research, case study and comparative study.The main contents include the following six parts: first, the theoretical part, including the current situation of domestic and foreign research, brand related concepts and theoretical basis, secondly, the analysis of Yunnan Pu'er tea brand management status quo,Mainly including Yunnan Pu'er tea cultural background and efficacy introduction, Yunnan Pu'er tea supply and demand situation, Pu'er tea brand development and influence factors and Yunnan Pu'er tea brand construction status analysis; then,To Yunnan Pu'er tea brand construction comparative analysis, Yunnan Pu'er tea representative brand, such as Dayi, long run, veteran comrades, leaves of life for brand building analysis;The differences and particularities of the construction of Pu'er tea brands among the major brands and between Pu'er tea and other tea brands are analyzed, and the enlightenment of the construction of Pu'er tea brands in Yunnan Province is obtained according to the analysis of the differences and particularities of the brand construction of Pu'er tea enterprises.The paper also puts forward to establish the characteristic brand, to make the brand join more innovative elements, to expand the attribute of Pu'er tea, to continue to enrich the culture of Pu'er tea, and to promote the regional public brand value of Pu'er tea.Finally, the paper summarizes the full text and looks forward to the future research direction of Pu'er tea brand construction.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.82

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