随着中国经济的快速发展，健康消费理念深入人心，茶作为有益于身体、心 理健康的一种饮品走进了寻常百姓家，绿茶一直在中国的茶叶消费市场占据主导 地位，但随着国民消费理念的转变，红茶的产销量逐年递增，红茶行业迎来了关 键的发展时期。中国虽然是茶叶最大的种植国，红茶叶企业数量繁多，但都是小 而散的企业，真正能够与世界著名茶企竞争的寥寥无几，我国的红茶虽然多，但 是年产值几乎无一能与立顿、川宁等世界名牌茶匹敌。 因此，本文特选取宁红茶区域品牌战略为研究课题，希望通过研究能够找到 我国红茶品牌在发展中存在的优势和不足，以便在今后实施品牌战略时能够扬长 避短。宁红茶曾是红茶的领导品牌，与祁红、浮红齐名，后因企业经营不善，宁 红茶龙头企业破产改制后，在国内外红极一时的品牌一落千丈。近年来，国家出 台各项措施大力支持茶产业的发展，江西省政府和修水县政府也出台各项政策扶 持宁红茶企的发展和壮大。本文首先从品牌战略及红茶品牌相关研究理论着手， 对品牌战略的定义和红茶品牌研究现状进行梳理，接着，对国内外茶叶区域品牌 战略研究现状进行分析，通过对宁红茶所处的宏观环境、市场环境、行业环境和 微观环境进行分析，概述了宁红茶区域品牌战略现状及存在的问题和不足，最后， 根据宁红茶品牌战略设计中存在的问题和不足提出了建设性的对策，同时制定了 品牌战略实施保障措施。 本文主要通过理论联系实际，对宁红茶区域品牌战略进行研究分析，为其今 后在品牌战略设计和实施提供一定的依据和帮助，希望可以对其他企业在制定和 实施品牌战略上提供参考。 关键词：宁红茶；品牌；区域品牌；品牌战略 II Abstract WiththerapiddevelopmentofChina'seconomyandtheconceptofhealthy consumption,ithasenteredthehomesofordinarypeopleasabeveragethatisgood forphysicalandmentalhealth,andhasbecomeanindispensablepartofpeople'sdaily lives.GreenteahasalwaysdominatedtheteaconsumptionmarketinChina,butwith thechangeinthenationalconsumptionconcept,theproductionandsalesofblacktea havebeenincreasingyearbyyear,andtheblackteaindustryhasusheredinakey periodofdevelopment.AlthoughChinaisthelargesttea-growingcountry,therearea largenumberofblackteacompanies,buttheyareallsmallandscatteredcompanies. Veryfewcantrulycompetewithworld-renownedteacompanies.Althoughthereare manyblackteasinChina,theannualoutputvalueisalmostincomparable.Lipton, Chuanningandotherworld-renownedteasrival. Therefore,thisarticlespecificallyselectstheNingblacktearegionalbrand strategyastheresearchtopic.Ihopethatthroughresearch,wecanfindtheadvantages anddisadvantagesofChina'sblackteabrandsinthedevelopment,sothatwecan strengthenourstrengthsandavoidweaknessesinthefuturewhenweimplementthe brandstrategy.Ningblackteawasoncetheleadingbrandofblacktea.Itwasas famousasQiblackteaandFublacktea.Later,duetothepoormanagementofthe company,theleadingNingblackteacompanieswentbankruptandrestructured,and thebrandathomeandabroadhasplummeted.Inrecentyears,thestatehas promulgatedvariousmeasurestostronglysupportthedevelopmentoftheteaindustry, andtheJiangxiProvincialGovernmentandtheXiushuiCountyGovernmenthave alsoissuedvariouspoliciestosupportthedevelopmentandgrowthofNingblacktea enterprises.Thisarticlestartswiththebrandstrategyandrelatedresearchtheoriesof blackteabrands,sortsoutthedefinitionofbrandstrategyandtheresearchstatusof blackteabrands,andthenanalyzestheresearchstatusoftearegionalbrandstrategies athomeandabroad.ByanalyzingthemacroenvironmentofNingblacktea,Analysis ofmarketenvironment,industryenvironmentandmicro-environment,summarized thecurrentstatusandexistingproblemsanddeficienciesofNingblacktearegional brandstrategy.Finally,basedontheproblemsanddeficienciesinNingblacktea brandstrategydesign,aconstructivecountermeasurewasproposed.Brandstrategy III implementationsafeguards. Thisarticlemainlycombinestheorywithpracticetostudyandanalyzethe regionalbrandstrategyofNingblacktea,toprovideacertainbasisandhelpforits brandstrategydesignandimplementationinthefuture,hopingthatitcanprovidea referenceforothercompaniesinformulatingandimplementingbrandstrategies. Keywords:Ningblacktea;Brand;Regionalbrands;Brandstrategy IV 目录 中文摘要……………………………………………………………………………Ⅰ 英文摘要……………………………………………………………………………Ⅱ 目录……………………………………………………………………………Ⅲ 第1章绪论..................................................................................................................1 1.1研究背景.............................................................................................................1 1.1.1研究背景.....................................................................................................1 1.1.2研究意义.....................................................................................................2 1.2国内外研究综述.................................................................................................2 1.2.1关于品牌战略研究.....................................................................................2 1.3研究方法与创新之处.........................................................................................3 1.3.1研究方法.....................................................................................................3 1.3.2创新之处.....................................................................................................4 1.4研究内容与研究目标........................................................................................4 1.4.1研究内容.....................................................................................................6 1.4.2研究目标.....................................................................................................6 第2章文献综述及相关分析工具..............................................................................5 2.1区域品牌研究....................................................................................................5 2.1.1区域品牌的内涵及特点............................................................................5 2.1.2茶叶区域品牌............................................................................................5 2.2相关分析工具....................................................................................................6 2.2.1SWOT分析法...............................................................................................6 2.2.2“五力”模型分析法..................................................................................7 第3章宁红茶区域品牌发展现状分析......................................................................8 3.1宁红茶品牌发展状况.........................................................................................8 3.1.1宁红茶区域品牌初创阶段........................................................................8 3.1.2宁红茶区域品牌打造阶段........................................................................8 3.1.3宁红茶区域品牌提升阶段........................................................................8 3.2宁红茶五力模型分析........................................................................................9 3.2.1宁红茶替代品替代能力............................................................................9 3.2.2供应方议价能力........................................................................................9 3.2.3购买者议价能力........................................................................................9 3.2.4潜在竞争者进入威胁................................................................................9 3.2.5红茶行业竞争者的竞争程度..................................................................10 3.3宁红茶区域品牌建设SWOT分析....................................................................10 3.3.1发展优势..................................................................................................10 3.3.2发展劣势..................................................................................................11 3.3.3发展机遇..................................................................................................11 3.3.4发展挑战..................................................................................................11 V 第4章宁红茶区域品牌调研及存在问题分析.......................................................