莫干黄芽茶叶品牌升值策略分析.pdf

莫干黄芽茶叶品牌升值策略分析 摘 要 莫干黄芽产于德清县莫干山麓，莫干山群峰环抱，常年云雾笼罩，空气湿润； 土质多酸性灰、黄壤，土层深厚，腐殖质丰富，松软肥沃，也是名茶的理想产地。 莫干黄芽的采制极为精细，在清明前后采制的称为芽茶。因嫩芽色泽微黄，茶农 在烘焙时因势利导，加盖略闷，低温长烘，香味特佳，早在80年代初期，莫干黄 芽便已经成为浙江省首批名茶之一。 长久以来，莫干黄芽的茶叶交易仍然是原始的小门市现货交易方式，自产自 销。这些企业规模较小且经营观念陈旧，主要靠口碑宣传和自然销售的模式，因 此尽管莫干黄芽有着悠久的茶叶文化，但是却仅限于在江浙沪市场，市场份额十 分有限。传统而原始的交易方式严重阻碍了莫干黄芽的发展，该篇文章就是阐述 了如何通过制定有效的品牌策略，让莫干黄芽快速地进入更广阔的市场。 关键词 莫干黄芽、品牌、品牌价值、市场份额、品牌策略 ： I 莫干黄芽茶叶品牌升值策略分析 Abstract The yellow buds originated in Mogan mountain in Deqing county , Mogan mountain is encircled by different other mountains , the long-term cloud and mist shrouds, with the humid air; Soil property acid dust , yellow earth much, the soil layer with abundant humus is deep , soft and fertile, it is the ideal producing area of the well-known tea too. The collecting process of yellow buds is extremely meticulous , it is called bud tea for collecting and processing around Pure Brightness. For the bud color and luster is a little yellow, the tea grower makes the best use of the situation while curing, add a cover slightly stuffily, the low temperature was baked long, fragrant smell is specially good, as early as in the 80s, the yellow buds already become one of the first batch of well-known tea in Zhejiang Province. For a long time, the tea trade of yellow bud has remained the little primitive retail sales spot exchange way, markets ones own products . As for little enterprise scope and outmoded manage idea, the yellow buds were usually mainly propagate by public praise and natural sell mode, though have long tea culture , still limited to in Jiangsu , Zhejiang