摘要
本文针对茶叶市场的竞争态势,探讨了品牌建设与市场营销策略在茶叶行业中的重要作用和实践路径。通过分析茶叶市场的现状、消费者行为和品牌竞争格局,本文提出了茶叶品牌的定位、核心价值塑造、品质保障、技术创新、文化营销、渠道优化等策略。研究指出,茶叶品牌需明确市场定位,创新产品,优化营销渠道,以提升品牌知名度和市场竞争力。
This paper discusses the important role and practical path of brand building and marketing strategy in the tea industry with respect to the competitive situation of the tea market.By analysing the current situation of the tea market,consumer behaviour and brand competition pattern,this paper puts forward the positioning of tea brands,core value shaping,quality assurance,technological innovation,cultural marketing and channel optimization strate-gies.The study points out that tea brands need to clarify market positioning,innovate products and optimise mar-keting channels to enhance brand awareness and market competitiveness.
作者
李亮
Li Liang(Shaanxi Vocational and Technical College of Finance and Economics,Xianyang,Shaanxi Province,712000 China)
出处
《贵茶》
2025年第1期53-56,共4页
Journal of Guizhou Tea
关键词
品牌建设
市场营销策略
品牌定位
产品创新
渠道优化
Brand building
Marketing strategy
Brand positioning
Product innovation
Channel optimization
作者简介
李亮(1982-),男,硕士,讲师,研究方向为品牌管理、企业管理、消费者行动分析、市场营销。
