信阳毛尖品牌营销策略.docVIP

信阳毛尖品牌营销策略 The Standardization Office was revised on the afternoon of December 13, 2020 信阳毛尖的品牌营销策略 摘要 品牌不仅是企业、产品、服务的标识，更是一种反映企业综合实力和经营 水平的无形资产，在商战中具有举足轻重的地位和作用。本文从品牌营销的概 念以及功能和意义入手，表明品牌营销对企业的生存和发展的重要作用。通过对 中国茶叶市场状况和信阳毛尖发展现状的分析，了解信阳毛尖的发展情况。信阳 毛尖品质优良，但一直无法走出河南，无法在国内市上与其他品牌的茶叶竞争， 无法为广大消费者所喜爱，最根本的原因是没有树立品牌意识，走品牌营销道 路，从而提升信阳毛尖的品牌价值。本文以SWOT分析为主要内容，阐述信阳毛 尖的优势，劣势，机会和威胁，让我们进一步全面了解信阳毛尖，并且重点从产 品质量，品牌定位，品牌包装，品牌传播和品牌销售几个方面，对信阳毛尖的品 牌营销策略进行分析。 关键词：信阳毛尖，品牌营销，现状，SWOT分析，策略 Xingyang maojian brand marketing strategy Abstract The brand is not only the enterprise, product, service marks, is also a kind of reflect the comprehensive enterprise strength and operation level of intangible assets, neglects its plays an important position and role. This article from the brand of the concept of marketing and the function and the significance of brand marketing, show that for the survival and development of enterprises important role. Through the Chinese tea market conditions and development status Xinyangmaojian analysis to understand the development of Xinyangmaojian. Xinyangmaojian quality, but has been unable to get out of Henan, not in the country Shangwang competition with other brands of tea, not as popular with consumers, the most fundamental reason is that 什lew is no brand awareness, brand marketing, take the road, so as to enhance Xinyangmaojian brand value. In this paper, the main contents of the SWOT analysis to explain Xinyangmaojian strengths, weaknesses, opportunities and threats, so that we fully understand Xinyangmaojian further, and focus on product quality, brand positioning, branding, brand communication and brand marketing aspects of the Xinyangmaojian brand marketing strategy for analysis? KEY WORDS: Xinyangmaojian , brand marketing , status quo , SWOT analysis , strategy 目录 第1章品牌营销策略概述 错误!未定义书签。 品牌营销的概念 错误!未定义书签。 品牌营销策略的功能和意义 错误!未定义书签。 TOC \o 1-5 \h \z \o Current Document 第2章信阳毛尖的发展现状 2 \o Current Document 中国茶叶市场状况 2 \o Current Document 信阳毛尖的发展现状 3 \o Current Docu