安溪铁观音品牌营销模式与发展对策

详细信息

Brand Marketing Model and Development Strategies of Anxi Tieguanyin Tea(Oolong Tea)

Leisure Agricultural Institute, Fujian Agriculture and Forestry University, Fuzhou, Fujian 350002, China

摘要: 品牌化经营是安溪铁观音取得市场占有率的关键，品牌营销则是品牌化经营最关键的一个环节。该文分析了安溪铁观音茶业品牌发展现状，认为安溪铁观音品牌营销模式是以品牌开拓市场、以市场带动生产、以活动促进销售，就此提出其发展对策应不断夯实质量基础、增强农民品牌意识、整合细小品牌、加强营销渠道创新。
- 安溪县 /
- 铁观音茶叶 /
- 品牌营销模式 /
- 发展对策
Abstract: Brand management is the key to obtain the market share of Anxi Tieguanyin Tea, and brand marketing is the kernel of brand management. This paper analyzed the brand development situations of Anxi Tieguanyin Tea, and the models such as expanding the market by brand, drivening production by the market and promoting sales by the sales activities were know as the brand marketing model of Anxi Tieguanyin Tea. Base on these, this paper put forward the development strategies including reinforcing the quality of agricultural products basis, strengthening the brand awareness of peasants, integrating small tea brands and innovating marketing channels to enhance brand.
- Anxi County /
- Tieguanyin Tea /
- brand marketing mode /
- development strategies