摘要
福鼎白茶历史悠久,种植面积广,品牌特色鲜明。经过数十年的沉淀,取得
了突飞猛进的发展。尤其是在近年中国茶产业出现“寒冬”的环境中,福鼎白茶
逆势上扬,并引起多方的关注。作为一个经久传承的农产品,福鼎白茶虽然近年
来在品牌塑造上投入较多,成果颇丰,但是仍然存在着影响力有限、传播力不足
等缺陷

本文对特劳特提出的品牌定位理论进行了深度的分析,提出了构建品牌定位
的四个步骤,通过厘清福鼎白茶品牌发展路径,认真查找不足;以福鼎白茶的发
展实际为基础,面对新的营销环境、新的媒体环境,对福鼎白茶的产品和品牌现
状进行充分的分析,发现福鼎白茶品牌发展特征一一具有多重属性,市场占位比
较独特,但营销模式相对传统的不足等;由此提出了构建“品牌定位主导的聚力
多贏的营销模型”的可能性。应用品牌定位的理论,对福鼎白茶品牌的定位可能
点逐一分析、进一步提炼,并从中找出相应的支持点,找到“阳光健康茶”的定
位,并提出相应的营销策略。围绕聚力多贏的营销模式的实施过程中,充分发挥
政府的职能,做好保驾护航;将品牌定位应用于政府的宏观工作之中,使之锁定
于福鼎白茶发展,并为整体发展提供有效的保障

本课题对品牌理论研宄成果进行系统总结,并采用品牌定位理论及模型对福
鼎白茶产业以及“福鼎白茶”品牌进行定位;通过品牌定位四流程的执行,切入
分析福鼎白茶所在的行业环境,通过市场调研和数据分析寻找有效的区隔概念,
并为之找到相应的支持点;并将支持点提炼成为传播主题,应用到福鼎白茶的实
际过程中。通过构建品牌定位主导下的聚力多贏的营销模式,从理论和实证两个
方面进行了探索。既包括了政府主导、国企推动、茶企协力的整合营销形式,又
包括了在此营销模型之下,政府及国企作用的发挥,应该具有较强的实际针对性
和操作性

本文对品牌定位主导下的聚力多赢的营销模型的有关分析,丰富了品牌理论
的研究体系,对品牌定位的实践与应用做出了积极的探索;通过福鼎白茶这一茶
产业的中“新秀”的品牌管理研究,探求当前中国农业产业化、品牌化实施过程
中,如何针对新的营销环境与媒体环境,落实发挥农产品品牌效应,在理论上形
成具有参考价值的农产品品牌营销体系研究成果

关键词:福鼎白茶、品牌定位、品牌中心、体验营销、营销模型
III
Abstract
Abstract
Fuding white tea has a long history, wide planting area and distinctive brand
characteristics. After decades of precipitation, Fuding white tea has made rapid
progress. Especially in the environment of ncold winter in China&39;s tea industry in
recent years, Fuding white tea has risen against the trend and attracted many attention.
As an long-history agricultural product, although Fuding white tea has invested a lot
in brand building in recent years, its achievements are quite abundant, but there are
still some limitations,such as limited influence and insufficient communication
power.
This paper makes a deep analysis of the theory of brand positioning proposed by
Trout, and puts forward four steps to build brand positioning. By clarifying the Fuding
white tea brand development path, carefully find out shortage; on the basis of
Fuding white tea development reality, facing the new marketing environment, the new
media environment, make a full analysis of the product and the brand situation of
Fuding white tea, then find out the brand characteristics of Fuding white tea: with
multiple attributes, unique marketing position, but lack of new marketing
way;Thereout,propose the possibility of constructing a brand marketing mode based
on the brand positioning theory for jointly win. Based on the theory of brand
positioning, analyze the brand status of Fuding white tea and the possible location
factors 9 refining the unique highlight ,and find out the corresponding support points,
then focus on the point of sunshine healthy tea&39;＊ .After that 5put forward some relative
marketing strategies. In the implementation process of the multi win marketing mode,
we should folly utilizing the fiinctions of the government; apply the brand positioning
theory to the government&39;s macro work, so that it can provide effective guarantee for
the overall development of Fuding white tea industry .
The subject summarize the brand theory research achievements at home and
abroad, analysis the positions of Fuding white tea industry and Fuding white tea
brand with the brand positioning theory; through the execution of the four process in
brand positioning theory cut into the analysis of the Fuding white tea industry
environment, through market survey and data analysis find effective segmentation
conceptthe and corresponding support points; and refine the support points into
communication theme,applied to the actual process of Fuding white tea industry.
Through the construction a cohesive and multi - win marketing mode based on the
brand positioning theory , make exploration from two aspects of practice and theory .
IV
基于定位理论的福鼎白茶品牌营销研宄
It includes the integrated marketing form led by the government, the state owned
enterprises and the tea enterprises,and also under the marketing model,the role of the
government and the state-owned enterprises.lt should be highly practical and
operational.
Analy
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