销售促进提升茶叶企业品牌资产的研究  

The Research of the Effects of Sales Promotion on Tea Companies' Brand Equity

作　　者：陈凌文[1] 杨江帆[2] 

机构地区：[1]福建农林大学经济学院,福建福州350002 [2]福建农林大学茶业科技与经济研究所,福建福州350002

出　　处：《武夷学院学报》2013年第6期5-9,共5页Journal of Wuyi University

摘　　要：随着品牌在我国茶叶消费中的作用日益突出,对茶叶品牌创建后进一步提升品牌资产价值的有效途径进行研究,具有一定的现实意义。本文在界定相关概念界定的基础上,分析了销售促进对茶叶企业品牌资产积极影响,然后从消费者获得利益角度分析了可行的茶叶企业销售促进方式,最终提出了针对性的政策建议。The role of brand is increasingly significant in China＇s tea consumption .The study of the effective ways of tea brand building to further enhance the brand value, has a certain practical significance. Based on the definition of related concepts to analyze the positive influence on the sales promotion of tea enterprise brand assets, to analyse feasible tea enterprise sales promotion way from consumers, and to put forward some targeted policy recommendations finally.

关 键 词：销售促进 茶叶 品牌资产 

分 类 号：F273.4[经济管理—企业管理]