浅析大益普洱茶品牌建设和整合营销 市场营销专业VIP专享VIP免费

摘要我国茶业规模很大，但茶叶企业的规模一般都比较小。在竞争激烈的市场环境中，茶叶企业在生产的过程中想要实现更大的生产规模，就必须重视实现可持续发展。采取较为适合企业发展的品牌营销策略，能够一定程度上有利于更好地促进企业的产品创新，开展更为具有针对性的营销渠道建设，有利于突破当前茶叶行业同质化的难题，赢得市场。随着茶叶消费市场不断升温，需求量增大，品牌消费也越来越成为市场上的一种发展趋势。处于这种时代背景下，很多茶叶企业在品牌建设方面都取得了一定的成效，其中比较显著的是云南大益茶叶集团。目前的普洱茶消费市场竞争是非常激烈的，价格竞争以及质量竞争已经不再成为企业生存竞争的核心，品牌竞争越来越成为各大企业较为关注的竞争重点。从卖方市场向买方市场转变的趋势，要求大益对普洱茶市场进行更加严格的市场细分，重视品牌效应给企业带来的红利。本文通过对茶叶市场的行业分析、国内国外茶叶市场环境现状的对比分析、大益企业内部的SWOT分析以及用问卷调查法对消费者进行了调查并就调查结果进行了统计，为研究结果的真实性和参考性提供了数据支撑，为云南大益普洱茶品牌建设和维护的现状与大益品牌建设和维护存在的问题，对提高普洱茶市场附加值、品牌建设和维护具有重要作用。关键词大益普洱茶；品牌建设；整合营销IAbstractThescaleofChina'steaindustryisverylarge,butthescaleofteaenterprisesisgenerallyrelativelysmall.Inthecompetitivemarketenvironment,ifteaenterpriseswanttomakealargescale,theymustchangetheirthinkingofshort-termincomeandprofitintothewayofsustainabledevelopment,andfinallybreakthedilemmaofproducthomogeneityintheteaindustryandwinthemarket.Withtheincreasingdemandofteaconsumptionmarket,brandconsumptionhasgraduallybecomeatrend.Insuchamarketbackground,manyteaenterpriseshaveembarkedontheroadofbrandbuildingaheadofothers.YunnanDayiteagroupisoneofthem.Atthesametime,thecontinuousexpansionofYunnanPu'erteamarketattractsmoreandmorecompaniestojoinin.Bothstate-ownedenterprisesandprivateenterprisesjoininPu'erteaindustrydrivenbyprofitsandprospects,whichmakesthecompetitionofYunnanPu'erteamarketintensifiedandthesurvivalpressureofdaiyigreater.InthecurrentPu'erteamarket,pricecompetitionandqualitycompetitionhavenolongerdominatedthecompany'ssurvivalcompetition,andbrandcompetitionhasattractedmoreandmoreattention.Thetrendfromtheseller'smarkettothebuyer'smarketrequiresDayitosubdividethePu'erteamarketmorestrictlyandpayattentiontothecorporatedividendbroughtbythebrandeffect.ThispaperanalyzesthecurrentsituationofthebrandconstructionandmaintenanceofYunnanDayiPu'erteaandtheproblemsexistinginthebrandconstructionandmaintenanceofDayitea,whichplaysanimportantroleinimprovingthemarketaddedvalueofyipu'erteaproductsandbrandconstructionandmaintenance.KeywordsDayiPu'erTea;Brandconstruction;integratedmarketingII目录摘要............................................................................................................................................IAbstract....................................................................................................................................II前言............................................................................................................................................1一、相关概念和理论................................................................................................................1（一）大益普洱茶品牌概况............................................................................................1（二）品牌营销的概念与特点....................................................