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| 黔江珍珠兰茶重庆市场品牌营销策略研究 摘 要 品牌是企业核心竞争力最为重要的载体，也是企业生产力最为重要的体现，品牌在目前国际间交流极其密切以及网络信息快速发展的环境下，拥有着多重含义。产量竞争、质量竞争、价格竞争以及服务竞争和品牌竞争是企业在市场竞争中所经历的几个阶段，目前的买方市场是以消费者作为核心的市场，刺激消费者、吸引消费者、引导消费者以及打动消费者需要以品牌作为重要的手段，同时品牌也是企业在市场竞争过程中实现核心竞争力不断提升和获得更多市场份额最为重要的工具。从消费者的角度来看，品牌就代表着服务的质量和服务的水平，品牌是否能够实现持续性的完善，以及品牌是否能够在市场发展过程中长期地拥有良好的形象，决定了企业在市场上的占有率和企业产品的附加值。品牌是企业所拥有的固有资产当中的最为重要的无形资产，企业无形资产受品牌的影响是巨大的。企业的竞争需要品牌起到推动作用，在企业在竞争过程中如果有一个好的品牌就可以获得更多的优势，也能够让企业在市场销售的过程中拥有更多的销售份额。可以说未来的市场竞争就是品牌的竞争。在目前经济运行地环境背景下，市场经济体系正在作出不断地完善，如果想要获得市场的主导地位，就必须要提升自身品牌的价值。产品如果想要在同质化较为严重的市场营销过程中拥有主动权，并且脱颖而出就必须要制定全面且科学的品牌驱动策略，实现品牌效益的不断加强，让品牌战略能够得到全面地落实，让品牌能够充分地发挥其吸引消费者的作用。消费者可以通过品牌对产品的无形价值作出最为直接的感知。品牌是消费者用于证明自身社会地位和品位的工具。在一定程度上来说，好的品牌就代表好的质量。好的品牌能够充分的满足消费者购物过程中的情感诉求，品牌是企业服务水准的最直接表现，也是企业可靠、安全、放心形象最直观的表达。为了企业的可持续发展，品牌的力量是极其重要的，好的品牌是能够帮助企业不断地扩大目标客户群体的规模，对于市场企业核心竞争力的提高，并且加大企业竞争优势来说，都具有极其重要的推动作用。 就我国国内茶叶行业的竞争情况来看，目前我国茶叶行业之间的竞争是十分激烈的，现今已然形成了六大茶系——红茶、绿茶、白茶、青茶(既乌龙茶)、黑茶和黄茶，又因为每一茶系里存在着诸多的茶叶品种，如武夷红茶、福建铁观音、西湖龙井、云南普洱、安徽太平猴魁、安徽黄山毛峰、江苏洞庭碧螺春、六安瓜片等等。茶行业的企业如果想要从激烈的市场竞争当中脱颖而出的话，就必须要为自己打造出一个良好的市场品牌，这是茶叶行业，企业实现市场份额不断增加，以及获得更高质量市场核心竞争力的唯一途径和最有效工具。未来茶叶市场的竞争将会转变为品牌之间的竞争。 关键词：茶叶、重庆市场、品牌营销 ABSTRACT Brand is the most important carrier of enterprise core competitiveness and the most important manifestation of enterprise productivity. In the current environment of extremely close international communication and rapid development of network information, brand has multiple meanings. The current buyer's market is a market with consumers as the core, and brand is an important means to stimulate, attract, guide and impress consumers. The brand is also the most important tool for companies to achieve continuous improvement of core competitiveness and gain more market share in the process of market competition. From the consumer's point of view, brand represents the quality and level of service, whether the brand can achieve continuous improvement, and whether the brand can have a good image in the market development process in the long term, determines the market share of the enterprise and the added value of the enterprise products. The brand is the most important intangible asset among the inherent assets owned by the enterprise, and the intangible assets of the enterprise are greatly influenced by the brand. Enterprise competition needs brand to play a driving role, in the process of competition in the enterprise if a good brand can get more advantages, but also enable enterprises to have more sales share in the process of market sales. It can be said that the future market competition is the competition of the brand. In the background of the current economic environment, the market economy system is making continuous improvement, if you want to get the dominant position in the market, you have to improve the value of their own brand. If products want to have the initiative in the marketing process of homogeneity is more serious, and stand out must develop a comprehensive and scientific brand-driven strategy to achieve the continuous strengthening of brand effectiveness, so that the brand strategy can be fully implemented, so that the brand can fully play its role in attracting consumers. Consumers have the most direct perception of the intangible value of a product through its brand. Brand is a tool for consumers to prove their social status and taste. To a certain extent, a good brand represents good quality. A good brand can fully meet the emotional demands of consumers in the shopping process, the brand is the most direct expression of the enterprise's service standards, but also the most intuitive expression of the enterprise's image of reliability, safety and peace of mind. For the sustainable development of enterprises, the power of the brand is extremely important, a good brand can help enterprises continue to expand the size of the customer base, for the improvement of the core competitiveness of the enterprise market, and increase the competitive advantage of enterprises, have an extremely important role in promoting. In terms of competition in China's domestic tea industry, the current competition between China's tea industry is very fierce, has formed six major tea system one black tea, green tea, white tea, green tea (oolong tea), black tea and yellow tea, each tea system and there are many varieties, such as Wuyi rock tea, Tieguanyin, Xihu Longjing, Yunnan Pu'er, Taiping Monkey Kui, Huangshan Mao Feng, Dongting Biluochun, Liu'an Gua Piece and so on. If enterprises in the tea industry want to stand out in the fierce market competition, it is necessary to create a good market brand, which is the only way and the most effective tool for the tea industry, enterprises to achieve increasing market share, as well as access to higher quality market core competitiveness. The future competition in the tea market will be transformed into competition between brands. Keywords: tea, Chongqing market, brand marketing 目 录 摘 要I ABSTRACTIII 目 录V 第一部分：黔江珍珠兰茶的简介及基础理论分析1 1.1黔江珍珠兰茶的简介1 1.2品牌营销策略的基础理论1 1.3品牌营销策略国内外研究现状1 1.3.1国外研究1 1.3.2国内研究2 1.3.3研究述评3 第二部分：黔江珍珠兰茶重庆市场营销市场环境分析3 2.1黔江珍珠兰茶重庆市场宏观环境分析4 2.1.1政治环境4 2.1.2经济环境4 2.1.3社会环境4 2.1.4技术环境5 2.2黔江珍珠兰茶重庆市场微观环境分析5 2.2.1供应商的议价能力5 2.2.2购买者的议价能力5 2.2.3现有竞争对手分析6 2.2.4新进入者的分析6 2.2.5替代品的威胁6 2.3黔江珍珠兰茶重庆市场SWOT分析6 2.3.1 优势6 2.3.2劣势7 2.3.3机会7 2.3.4威胁8 第三部分：黔江珍珠兰茶品牌营销现状8 3.1黔江珍珠兰茶品牌发展历程8 3.2黔江珍珠兰茶品牌营销现状9 3.2.1茶叶品牌驳杂，但影响力却不够大9 3.2.2品牌营销的措施不够力9 第四部分：黔江珍珠兰茶品牌营销策略存在的问题及原因分析10 4.1黔江珍珠兰茶品牌营销策略存在的问题10 4.2黔江珍珠兰茶品牌营销问题的原因分析11 4.2.1忽略了品牌管理11 4.2.2品牌缺乏个性11 4.2.3当下的产品设计满足不了客户的需求变化11 第五部分：黔江珍珠兰茶重庆市场品牌营销策略建议11 5.1黔江珍珠兰茶重庆市场品牌营销策略的相关建议12 5.1.1以市场为导向，推动品牌发展，树立良好的营销观念12 5.1.2明确品牌的核心价值，做好品牌建设12 5.1.3加强品牌的管理12 5.2黔江珍珠兰茶品牌营销策略实施的相关保障措施13 5.2.1发挥企业主体作用13 5.2.2发挥政府推动作用14 5.2.3充分发挥行业协会等组织作用14 5.3加强茶叶文化推广力度14 5.3.1茶文化与当地旅游结合，提升品牌文化价值14 5.3.2强化宣传，拓宽宣传渠道15 参考文献16 致谢17 |
