基于品牌定位的云海茶厂品牌竞争力探析

发布时间：2018-04-16 03:40

本文选题：普洱茶 + 品牌定位　；参考：《中山大学》2008年硕士论文

【摘要】： 近年来,随着普洱茶深厚的文化底蕴、良好的生态保健功能不断被研究、发掘,再加上当地政府的大力扶持,普洱茶产业发展迅速,中小型生产企业数量也快速增长,在普洱茶市场展开激烈竞争。本文研究的目的是:在中小型普洱茶企业普遍缺少资金、技术、人才的背景下,企业如何从产品的独特性出发,对品牌进行准确的市场目标客户群定位,坚持可持续发展,需要企业从创品牌向用品牌创造价值逐步转变。本文对普洱茶的历史文化以及市场发展进行了阐述,对中小企业面临的竞争环境进行了分析。采用案例分析方法,分析了勐海县云海茶厂3个成功品牌的定位运作,从中发现成功的经验和存在的不足。结合对特定的普洱茶消费群体的消费行为的分析,提出企业如何进行准确的品牌定位。普洱茶中小型企业要在市场竞争中占据属于自己的位置,提升品牌竞争力是关键之一,准确的品牌定位是品牌竞争力提升的基础。在相关理论知识指导下,本文给出了品牌定位的原则、具体过程以及提升品牌竞争力的战略保障措施,对普洱茶中小型企业具有较强的实际指导意义。
[Abstract]:In recent years, with the profound cultural background of Pu'er tea, the good function of ecological health care has been studied and explored, and with the support of the local government, the Pu'er tea industry has developed rapidly, and the number of small and medium-sized production enterprises has also increased rapidly.In Pu'er tea market fierce competition.The purpose of this paper is: under the background of the lack of funds, technology and talents in the small and medium-sized Pu'er tea enterprises, how to locate the brand's market target customers accurately and persist in the sustainable development based on the uniqueness of the products,Need enterprise from create brand to use brand to create value gradually change.This paper expounds the history, culture and market development of Pu'er tea, and analyzes the competitive environment faced by small and medium-sized enterprises.This paper analyzes the positioning and operation of three successful brands of Yunhai Tea Factory in Menghai County by case study, and finds out the successful experiences and shortcomings.Based on the analysis of the consumption behavior of the specific Puer tea consuming group, this paper puts forward how to carry out the accurate brand positioning of the enterprise.Pu'er tea small and medium-sized enterprises should occupy their own position in the market competition, the promotion of brand competitiveness is one of the key, accurate brand positioning is the basis of brand competitiveness.Under the guidance of relevant theoretical knowledge, this paper gives the principles of brand positioning, the specific process and the strategic guarantee measures to enhance the brand competitiveness, which has a strong practical guiding significance for the small and medium-sized enterprises of Puer tea.
【学位授予单位】：中山大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.82

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