本文選題：品牌視覺形象 + 營(yíng)銷策略�。� 參考：《天津理工大學(xué)》2014年碩士論文

【摘要】：我國(guó)是茶葉種植的發(fā)源地，不僅是茶葉茶文化歷史悠久，更是茶作為最早的貿(mào)易進(jìn)出口工具，因此“茶”也成為我國(guó)的代名詞之一。跟隨著如今經(jīng)濟(jì)快速發(fā)展的腳步，中國(guó)也早已經(jīng)與國(guó)際市場(chǎng)接軌，為我國(guó)的茶葉打造屬于我們自己的品牌已經(jīng)成為掙得市場(chǎng)的最優(yōu)競(jìng)爭(zhēng)策略，而富有地域特色的茶葉品牌打造就是我們占據(jù)市場(chǎng)的有力武器。本文對(duì)河南信陽(yáng)毛尖的品牌形象設(shè)計(jì)和營(yíng)銷策略作出了初步的研究和探討，分析了信陽(yáng)毛尖茶目前品牌形象設(shè)計(jì)上的誤區(qū)，并提出了信陽(yáng)毛尖品牌形象設(shè)計(jì)差異化的表現(xiàn)方式，為解決河南信陽(yáng)毛尖的品牌形象設(shè)計(jì)以及營(yíng)銷策略提供了相應(yīng)對(duì)的思路和借鑒。本文首先概述了建立茶葉品牌的背景和意義，以及國(guó)內(nèi)外已有茶葉品牌形象設(shè)計(jì)的現(xiàn)狀。其次，探討了茶葉品牌形象設(shè)計(jì)的概念、范疇、作用等。還有就是，河南信陽(yáng)毛尖目前的形式和存在的問題，以及銷售中的誤區(qū)，并對(duì)信陽(yáng)毛尖品牌建立作出了自己的分析與創(chuàng)新。最后分析現(xiàn)有信陽(yáng)毛尖商家的營(yíng)銷案例，，并提出新的營(yíng)銷策略，為河南信陽(yáng)毛尖今后的發(fā)展提供理論依據(jù)，探討出適合河南信陽(yáng)毛尖茶發(fā)展的品牌形象設(shè)計(jì)與營(yíng)銷策略，建立起信陽(yáng)毛尖和消費(fèi)大眾之間的情感，從而建立富有競(jìng)爭(zhēng)力的信陽(yáng)毛尖茶品牌，推動(dòng)河南茶葉市場(chǎng)的發(fā)展。
[Abstract]:China is the birthplace of tea cultivation, not only tea culture has a long history, but also tea as the earliest tool of trade import and export, so "tea" has become one of the synonyms of our country. Following the rapid development of today's economy, China has long been in line with the international market, building our own brand of tea for our country has become the best competitive strategy for earning the market. And rich regional characteristics of tea brand building is our power to occupy the market weapon. This paper makes a preliminary study and discussion on the brand image design and marketing strategy of Henan Xinyang Maojian Tea, analyzes the misunderstandings in the brand image design of Xinyang Maojian Tea tea at present, and puts forward the expression mode of Xinyang Maojian Tea brand image design differentiation. In order to solve Henan Xinyang Maojian Tea brand image design and marketing strategy to provide the corresponding ideas and reference. Firstly, this paper summarizes the background and significance of building tea brand, and the present situation of image design of tea brand at home and abroad. Secondly, it discusses the concept, category and function of tea brand image design. There is also, Henan Xinyang Maojian Tea's current form and existing problems, as well as the misunderstanding in sales, and the establishment of Xinyang Maojian Tea brand to make their own analysis and innovation. Finally, this paper analyzes the marketing cases of the existing Xinyang Maojian Tea merchants, and puts forward new marketing strategies, which can provide the theoretical basis for the future development of Henan Xinyang Maojian Tea, and explore the brand image design and marketing strategies suitable for the development of Henan Xinyang Maojian Tea tea. To establish the emotion between Xinyang Maojian Tea and the consumer, to establish a competitive brand of Xinyang Maojian Tea tea, and to promote the development of Henan tea market.
【學(xué)位授予單位】：天津理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.82;J524

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