【作者】 邱守明；

【导师】 顾幼瑾；

【作者基本信息】 昆明理工大学 ， 工商管理， 2007， 硕士

【摘要】 目前,市场已进入“品牌时代”,企业所有的营销活动与市场价值都围绕着品牌展开,即使是具备一定的发展基础和竞争实力的竞争者,倘若没有品牌意识,也必将在市场竞争中被淘汰。普洱茶是云南茶区农村经济的重要支柱之一,是云南的传统出口优势产品,普洱茶产业的兴衰与茶区农民收入息息相关。但普洱茶的品牌意识淡薄,已成为制约云南普洱茶产业发展的重要因素之一。借助普洱茶已被较广泛地认可和接受的竞争优势,打好普洱茶品牌战略,进行普洱茶品牌营销运作具有较重要的意义。本文以品牌理论、品牌功能、品牌营销等品牌知识作为切入点,通过分析云南省普洱茶营销的现状、优势和存在的问题,探讨品牌营销对普洱茶市场运营的推动作用,探索普洱茶品牌的内涵,进而提出树立普洱茶品牌意识、找准品牌定位、做好品牌推广等的具体对策和建议,以期树立、延续普洱茶品牌在市场营销中地位和作用,促进普洱茶产业的可持续发展。更多还原

【Abstract】 Market has now entered into an era of brand,in which promotion activities and market value of enterprises are all connected with brand,even for those who have gained certain development foundation and competitiveness, a sense of brand is still necessary,or the fate of being washed out would be unavoidable.Pu’er tea,the dominant traditional exporting products of Yunnan,which is one of the pillar economies in rural areas of Yunnan’s tea cultivating region,has been closely bound up with peasants’ incomes.However, the sense of brand establishment is so scarce among Pu’er tea producers that it has become one of the main factors that limit the further development of Yunnan Pu’er tea industry.It is of great significance to Pu’er tea brand promotion and operation to develop Pu’er tea brand strategies by taking the competitive advantage that Pu’er tea has cumulated in the tea market. Penetrating from basic brand knowledge like brand theories,brand functions, and brand promotion,the paper explores the potential driving force of brand establishment on the development of Pu’er tea and the connotation that Pu’er tea contains by analyzing the present situation,advantages and problems of Pu’er tea.Countermeasures and suggestions are then put forward of how to set up the sense of Pu’er tea brand,position Pu’er tea in the market,and promote Pu’er tea brand.It is hoped that the research could be helpful in establishing and sustaining the role and functions of Pu’er tea brand during the market promotion so that to achieve the sustainable development of Pu’ er tea industry.更多还原