福安新坦洋工夫茶的品牌建设策略解说.docx

 PAGE \* MERGEFORMAT II 摘 要 中国是世界茶叶的发源地之一，也是世界上最大的茶叶生产国，但是，我国茶叶存在组织化程度不高，产业链不长，附加值不大等诸多不足。目前，国内茶叶市场处于市场分散，竞争无序的混乱状态，且大多数为中小型企业，品牌知名度不高，特别是在国际市场的竞争中尤为明显，因此，茶品牌建设是我国复兴中华茶文化、振兴中国茶叶产业的关键。 本文首先从了解坦洋工夫百年的历史入手，从坦洋工夫的发展中逐步深入了解，随后，从环境分析角度入手，先后分析了国内宏观与微观环境，之后分析坦洋工夫茶的品牌建设存在的问题，给出相应的建议和意见。进而分析了福安市以及坦洋工夫茶企业的品牌建设策略，通过上述研究，深入了解茶叶企业的行业特点和品牌建设的紧迫性，从而总结得出：挖掘“坦洋工夫”百年品牌的市场潜力，重振“坦洋工夫”的昔日雄风，成为当前的关键所在。 关键词：茶叶，环境分析，品牌建设  ABSTRACT China is the birthplace of tea, is the worlds largest tea producing countries, however, China tea presence systematic rate is not high, long industry chain, value added is many. At present, the domestic tea market in the market competition disorder disperse, confusion, and the majority are small and medium enterprises, brand awareness is not high, especially in the competition of the international market is particularly obvious, therefore, the tea brand construction in China s revival in Chinese tea culture, the revitalization of Chinas tea industry key. This article first from understand panyong congou hundred years history proceed with, from panyong congou gradually in-depth understanding, then, from the environmental analysis angle, has analyzed the domestic macro and micro environment, after analysis of panyong congou tea brand construction existence question, gives the corresponding suggestions and opinions. Further analysis of the Fuan city and panyong congou tea brand construction strategy, through the above research, in-depth understanding of tea industry characteristics and brand construction of urgency, thus concludes: Mining panyong congou hundred years brand market potential, heavy brace up panyong congou former coach, became current the key. KEY WORDS：tea，environmental analysis，brand construction  PAGE \* MERGEFORMAT 22 目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc327973802 摘 要  PAGEREF _Toc327973802 \h I  HYPERLINK \l _Toc327973803 ABSTRACT  PAGEREF _Toc327973803 \h II  HYPERLINK \l _Toc327973804 第1章 绪论  PAGEREF