茶叶行业品牌营销的主要问题与解决方案  

The Main Problems and Solutions of Brand Marketing in Tea Industry

作　　者：肖佳民 黄蕾[1,2,3] XIAO Jia-min;HUANG Lei(Straits Institute of Minjiang University,Fuzhou 350108,China;Institute of Higher Education Cooperation and Exchange Between the Two Sides of the Taiwan Strait,Minjiang University,Fuzhou 350108,China;Internet Innovation Institute,Minjiang University,Fuzhou 350108,China)

机构地区：[1]闽江学院海峡学院,福州350108 [2]闽江学院海峡两岸高等教育合作与交流研究所,福州350108 [3]闽江学院互联网创新研究院,福州350108

出　　处：《中小企业管理与科技》2019年第34期85-87,共3页Management & Technology of SME

基　　金：2018年闽江学院“校长基金”（第二期）项目“‘武夷岩茶’自品牌的设计包装与推广销售”（编号：103952018225）

摘　　要：在追求生活品质的现代,人们在购物时比以往更关注品牌化商品的选择。在未来茶叶消费者的注意力也会从“品类”转移到“品牌”上。品牌内涵与消费者感知达成深度共识,意味着企业在如今追求品牌化的市场中具有更强的竞争力。对茶叶企业而言,就必须要摆脱过去做“品类茶”的观念,创办自主品牌,加强品牌营销。论文从品牌营销的角度浅淡我国茶叶行业品牌营销的主要问题以及应对策略,为尚未步入品牌营销的从业者们提供参考。In the modern pursuit of quality of life,people pay more attention to the choice of branded goods when shopping than before.In the future,the attention of tea consumers will shift from"category"to"brand".The deep consensus between brand connotation and consumer perception means that enterprises have stronger competitiveness in today's brand-oriented market.For tea enterprises,they must get rid of the concept of"category tea"in the past,establish independent brands and strengthen brand marketing.From the perspective of brand marketing,this paper discusses the main problems and solutions of brand marketing in China's tea industry,and provides reference for practitioners who have not yet entered into brand marketing.

关 键 词：茶叶企业 茶叶品类 品牌营销 

分 类 号：F274[经济管理—企业管理]