摘要
世界三大饮料之一的茶叶，最早起源于春秋时期的中国。由于独特的地理位
置和自然条件，贵州的茶产业历史悠久，品质上乘，已成为了贵州省特色优势产
业，一直以来都受到了政府的大力扶持，自上而下出台一系列政策推动茶产业发
展。近年来贵州省茶产业有了长足的发展和进步，但贵州省茶叶企业仍然面临着
整体规模较小且分散经营，综合竞争力偏低、品牌意识较弱、品牌建设滞后等问
题。国内外学者对茶叶品牌营销做了大量研究，但更多的是针对区域品牌，对茶
企业的研究相对较少。因此，本文以贵州牂牁江茶叶品牌作为研究对象，深入探
究该公司品牌营销的问题并提出相应的对策，有重要的理论意义和实践意义。
贵州牂牁江茶叶在六盘水地区有一定的知名度，但由于茶叶品质、包装等同
质化程度高,竞争日趋激烈，该品牌在贵州省知名度并不高，传播渠道偏少，产品
销量一直不能得到有效提升。本文通过问卷星对消费者进行调查和访谈公司管理
者的方式，深入了解贵州牂牁江茶叶品牌营销现状及存在问题，探讨贵州牂牁江
茶叶品牌营销策略，并提出优化改进意见。
研究发现，贵州牂牁江茶叶品牌营销策略上存在如下问题：品牌定位有偏差
且无特色；品牌形象不鲜明；品牌传播途径不完善；缺乏品牌管理能力的问题。
提出相应的优化建议：品牌定位差异化；塑造品牌良好形象；优化品牌传播渠道，
提高品牌管理能力。
关键词：茶叶；品牌营销；品牌营销策略
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Abstract
Tea, which is one of the world's three major beverages, originated in China during
the Spring and Autumn Period. Because of the unique geographical location, and the
special natural conditions, the GuiZhou tea industry has a long history, and also has
very high quality which have become a characteristic advantageous agriculture industry
in Guizhou Province. Guizhou tea industry has gotten by series of policies from top to
bottom which promulgated by the central and local government in order to promote the
development of the GuiZhou tea industry. In recent years, the tea industry in Guizhou
province has developed to a certain extent. However, tea enterprises in Guizhou
province are still faced with problems such as small overall scale and decentralized
operation, low comprehensive competitiveness, weak brand awareness and lagging
brand construction.There are having done a lot of research on tea brand marketing by
domestic and foreign researchers, but most of them are aimed at regional brands, and
relatively few on tea enterprises. Therefore, the author takes Zangke jiang tea brand in
Guizhou as the research object to explore the brand marketing problems and put
forward corresponding countermeasures, which has important theoretical and practical
significance.
Zangke jiang tea in Guizhou has been well known in Liupanshui, but due to high
homogenization in tea quality and packaging and increasingly fierce competition, its
popularity is not high in Guizhou and there are few communication channels, so its
sales cannot be increased effectively. In this paper, the marketing status and existing
problems of Zangke jiang tea brand in Guizhou were studied by questionnaire survey
and interview with company managers, and the marketing strategies were discussed
and suggestions were put forward.
According to the research, the following problems exist in the marketing strategy
of zangke jiang tea brand in Guizhou: brand positioning deviation and no distinctive
features; The brand image is not clear; Brand communication channels are not perfect;
Lack of brand management ability. Put forward the corresponding optimization
suggestions: brand positioning differentiation; Build a good brand image; Optimize
brand communication channels and improve brand management ability.
Key words：Tea; Brand Marketing; brand marketing strategy
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目录
摘要 ........................................................................................................................................... I
Abstract ...................................................................................................................................... II
1 绪论 ...................................................................................................................................... 1
1.1 研究背景及意义 ............................................................................................................. 1
1.1.1 研究背景 .................................................................................................................. 1
1.1.2 研究意义 .................................................................................................................. 1
1.2 研究内容及创新点 ......................................................................................................... 2
1.2.1 研究内容 .................................................................................................................. 2
1.2.2 创新点 ...................................................................................................................... 2
1.3 研究思路及方法 ............................................................................................................. 3
1.3.1 研究思路 .................................................................................................................. 3
1.3.2研究方法 ................................................................................................................... 4
2 理论基础及文献综述 .......................................................................................................... 5
2.1 概念界定 ......................................................................................................................... 5
2.1.1 品牌 .......................................................................................................................... 5
2.1.2 品牌营销 .................................................................................................................. 5
2.1.3 品牌营销策略 .......................................................................................................... 5
2.2理论基础 .......................................................................................................................... 6
2.2.1品牌定位 ................................................................................................................... 6
2.2.2品牌形象 ................................................................................................................... 6
2.2.3品牌传播 ................................................................................................................... 6
2.2.4品牌管理 ................................................................................................................... 6
2.3 文献综述 ......................................................................................................................... 7
2.3.1 品牌营销 .................................................................................................................. 7
2.3.2 茶叶品牌营销 .......................................................................................................... 8
2.3.3 文献述评 .................................................................................................................. 8
3 贵州牂牁江茶叶品牌营销现状及存在的问题 ................................................................ 10
3.1 贵州牂牁江实业有限公司简介 ................................................................................... 10
3.2 宏观环境分析 ............................................................................................................... 10
3.2.1 政治环境 ................................................................................................................ 10
V
。。。以下略