摘要
随着市场经济的发展和消费结构的不断升级,消费者不再容易满足于基本的
“生存”型消费而追求高品质型“生活”型消费。认牌消费已是一种普遍的消费行
为。品牌不仅是一种识别标志、一种精神象征、一种价值理念,是品质优异的核心
体现,对企业来说,品牌更代表了核心竞争力,已成为茶业企业提升和巩固市场地位
和促进长远发展的重要内容。安徽省作为农业大省和产茶大省,品牌资源丰富,然而
近年来安徽茶叶产量和市场份额不断降低,一些茶叶品牌也不负往日光彩。如何激
活省内一些老化的茶叶品牌,使品牌重新焕发生机,最终在市场上赢得消费者的认
可是省内茶产业发展迫切需要解决的问题。造成省内茶叶品牌老化,使企业在快速
变化的市场竞争中处于不利地位的原因众多,一些学者在一些文章中都做了相关研
究。这些原因大致可归纳为种植规模、创新力度、产品质量及价格、市场信息、物
流运输、茶叶税负、经济及金融环境、贸易体制、同类竞争、品牌意识等等

由于经济发展已从过去的农业经济、工业经济、服务经济发展到了体验经济,
市场上的商品和服务极大的充裕,消费者购买产品和服务,不仅关注其质量、工艺、
秘方或“绝活”,更加重视消费者的体验,因此消费的真实性体验变得更加重要

文章以QH品牌的老化为研究对象,在前人对品牌老化和品牌激活的相关研究成
果的基础上,站在真实性角度来对品牌老化进行分析和激活,提出从品牌产品内部、
品牌产品外部和消费者三方面对品牌激活要素进行挖掘、传播和保护,期望为茶叶
品牌的激活提供新的思路，对复兴 QH 优势茶叶品牌提供借鉴,为相关企业提高核心
竞争力、提升茶叶质量、拓展新品种产生有益启发,对省内茶叶产业发展和山区农
民脱贫致富产生积极意义

关键词:品牌激活；真实性；激活要素I
ABSTRACT
With the development of market economy and the continuous upgrading of
consumption structure, consumers are no longer easily satisfied with the basic survival
consumption and pursue the quality type of life consumption. The recognition of brand
consumption has been a common consumption behavior. Brand is not only a recognition
mark, a spiritual symbol, a value concept, is the core embodiment of excellent quality, for
enterprises, brand more represents the core competitiveness. It has become an important
content of the tea enterprise to promote and consolidate the market position and promote
the long-term development.The Province of Anhui as a major agricultural province and
tea production province, has rich brand resources, but in recent years Anhui tea
production and market share has been continuously reduced, some tea brands also do not
have the past glory. How to activate some of the aging tea brand in the province, make
the brand to, and finally win the recognition of the consumers in the market, is the urgent
need to solve the problem of the development of tea industry in the province. Tea brand
aging caused by the province, Make the enterprise in a fast-changing market in an
unfavorable position in the competition of the many reasons, some scholars have done in
a number of articles related to research. These reasons can be summarized as planting
scale, innovation, product quality and price, market information, logistics transportation,
tea tax burden, economic and financial environment, trade system, similar competition,
brand consciousness, and so on.
Since the economic development has developed from the agricultural economy,
industrial economy and service economy to the experience economy, the goods and
services on the market are extremely abundant. The consumers are not only concerned
about the quality, technology, secret recipe or special skills, but also. Pay more attention
to the consumption experience, so the real experience of consumption becomes more
important.
This article takes the aging of QH brand as the research object, based on the
previous research results of the brand aging and brand activation, and analyzes and
activates the brand aging from the perspective of authenticity. The paper proposes to
excavate, spread and protect the activating elements of brand from objective reality,
construction authenticity and self, to provide new ideas for the activation of tea brand,
and to provide reference for reviving the tea brand of QH. It is beneficial to improve theII
core competitiveness of the related enterprises, improve the quality of tea and develop
new varieties, and bring about positive significance for the development of tea industry
and the poverty of the mountain farmers.
KEY WORDS: Brand activation; Authenticity; Activation elements1
目 录
第一章 绪论...1
第一节 研究背景和问题的提出 1
第二节 研究目的和意义 2
一、研究的目的2
二、研究的意义3
第三节 研究文献综述 ....4
一、有关茶叶品牌及其老化的研究....4
二、品牌激活的相关研究........5
第四节 研究思路和方法 7
一、研究思路....7
二、研究方法....7
第五节 研究内容 8
第二章 相关理论基础...........9
第一节 品牌及长期品牌管理理论 ........9
一、品牌的概念和功能9
二、长期品牌管理理论9
第二节 品牌激活理论 ..10
一、品牌老化及其原因..........10
二、品牌激活及其原理..........12
三、品牌激活路径......12
第三节 品牌真实性理论 ..........13
一、客观真实..14
二、建构真实..14
三、自我真实..14
第三章 QH 品牌发展现状及老化因素......15
第一节 QH 品牌简介....152
第二节 QH 品牌发展现状 ....... 16
第三节 QH 品牌老化因素......... 16
一、产品/服务缺乏创新......... 17
二、目标市场定位不明确......
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