普洱茶品牌营销研究
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。
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.
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.
引文
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3 徐通韬.建立强势品牌.提升我国企业的核心竞争力.暨南大学工商管理硕士学位论文.2003
4 陈敏.北京首旅酒店集团的“建国”品牌营销之路.四川大学硕士论文.2003
5 陈敏.北京首旅酒店集团的“建国”品牌营销之路.四川大学硕士论文.2003
6 陈敏.北京首旅酒店集团的“建国”品牌营销之路.四川大学硕士论文.2003
7 陈敏.北京首旅酒店集团的“建国”品牌营销之路.四川大学硕士论文.2003
8 李雪梅.Xelibri的品牌营销研究.西北大学硕士论文.2003
9 戴学章.卷烟品牌营销理论与实证研究.昆明理工大学硕士论文.2004
10 戴学章.卷烟品牌营销理论与实证研究.昆明理工大学硕士论文.2004
11 薛可著.品牌扩张:延伸与创新[M].北京:北京大学出版社.2004,10
12 薛可著.品牌扩张:延伸与创新[M].北京:北京大学出版社.2004.10
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14 陈祝平著.品牌管理[M].北京:中国发展出版社.2005,9
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19 张顺高,梁凤铭.普洱茶和普洱茶文化[M].普洱茶经典文选之一.昆明:云南美术出版社.2005,12
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24 黄桂枢.普洱茶的医药保健作用[M].普洱茶经典文选之一.昆明:云南美术出版社.2005,12
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[3] Smith, Daniel C.&What C.Park.The effects of brand extensions on market share and advertising efficiency.Journal of Marketing Research. 1992
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[5] Susan P.Douglas C.Samuel Cuaig.Global Marketing Strategy Invin. 1995
[6] Keller, Kevin lane. Stratigic Brand Management: Building, Measuring and Managing Brand Equity, Prentice-Hall, 1998
[7] Aaker, D. Meosuring brand equity across products and markets. California Management Review, 38 (3), 102-120. 1996
[8] Pokorny, G. Building brand equity and customer loyalty. Electric Perspectives, 20 (3). 1995
[9] Davis, S. and Douglass, D. Holistic approach to brand equity management. Marketing News, 29 (2). 1995
[10] Aaker, Jennifer L. , "Dimensions of Brand Personality", Journal of Marketing, 34 (8), 347-356. 1997
[11] Biel, Alexander L. , "How Brand Image Drives Brand Equity", Journal of Advertising Research, 6 (10), 6-12. 1993
[12] Low, George S. and Charles W. Lamb Jr. , "The Measurement and Dimensionality of Brand Associations", Journal of Product & Brand Management, 9(6), 350-368. 2000
[13] Kapferer, Jean-Noel, Strategic Brand Management, the Free Press. 1992
[14] Cowley, D. Understanding Brands. London: Kogan Page, 1991
[15] Kings, S. Developing New Brands. Letchworth: Graden City Press, 1984
[16] Kings, S. Brand-building in the 1990s'. Journal of Marketing Management , 1990
[17] Kurt Johnson, Mark Leger. Loyalty Marketing: Keeping In Contact with the Right Customer.Direct Marketing.1999
[18]Mibaly Csikszentmihalyi.The Costs and Benefits of Cosuming.Journal Consumer Research.2000
[19]R M Gordon.Driving Customer Equity.Marketing Management.2000
[20]朱艳阳.论品牌营销的整合效应与策略[J].经济师.2002,12
[21]李晓霞著.云南茶叶产业发展战略研究[M].昆明:云南科技出版社.2004,4
[22]巨天中编著.品牌推广[M].北京:中国经济出版社.2004,5
[23]陈祝平著.品牌管理[M].北京:中国发展出版社.2005,9
[24]刘威著.品牌战略管理实战手册[M].广州:广东经济出版社.2004,4
[25]云南民族茶文化研究会,新境普洱茶文化传播机构编.普洱茶经典文选之一[M].昆明:云南美术出版社.2005,12
[26]李雪梅.Xelibri的品牌营销研究.西北大学硕士论文.2003
[27]戴学章.卷烟品牌营销理论与实证研究.昆明理工大学硕士论文.2004
[28]吴佐夫编著.品牌营销[M].北京:中国华侨出版社.2002,4
[29]Philip Kotler,Gary Armstrong.市场营销原理(第七版)[M].北京:清华大学出版社.1999,1
[30]菲利普·科特勒,费尔南多·德·巴斯著.水平营销[M].北京:中信出版社.2005,1
[31]江栋恒.房地产的品牌营销.厦门大学硕士论文.2002
[32]黄嵬.“好猫”卷烟品牌营销研究.西安理工大学硕士论文.2004
[33]张建光.汉斯啤酒品牌营销研究.西安理工大学硕士论文.2004
[34]张利平.论茶叶的品牌问题[J].安徽省经贸学校学报.1998,3
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