普洱茶营销战略的PEST分析  

Analysis of Marketing Strategy of Pu-erh by PEST

作　　者：吕才有[1,2] 张娅玲[2] 单治国[2] 刘勤晋 

机构地区：[1]西南大学食品科学学院,重庆400715 [2]云南农业大学龙润普洱茶学院,云南昆明650201

出　　处：《云南农业大学学报（社会科学版）》2009年第3期34-37,共4页Journal of Yunnan Agricultural University(Social Science)

基　　金：国家支撑项目(2007BAD58B06)

摘　　要：从营销基本理论入手,通过对普洱茶营销形式及特点的分析,采用PEST法对产业大环境分析,提出要做强、做大普洱茶产业,应该创新营销,实施绿色营销、学术营销及体验式营销战略。Pu-erh tea; marketing ; PEST analysisAbstract： This article briefly introduces the marketing of Pu-erh tea, then discusses the important way of Pu-erh tea marketing, marketing eharactric and analyzes the flowing five aspects of Pu-erh tea mar- keting eternal environment by PEST. With the coming of the age of knowledge economy, the circumstance of marketing has changed. The Pu-erh tea marketing has changed traditional marketing methods to green, academic and experience marketing as the new forms of leading marketing.

关 键 词：普洱茶 营销战略 PEST法 

分 类 号：F713.3[经济管理—产业经济]