摘要
对小微茶企品牌建设的策略进行了剖析,强调了品牌作为一种无形资产的重要性。在品牌建设过程中,企业需清晰界定自身的差异化优势,确立明确的市场定位。建议小微茶企充分利用区域公用品牌的优势以及政策扶持,积极构建科技支撑、文化挖掘、外部识别与品牌传播四大体系。
The strategy of brand building for small and micro tea enterprises is analyzed,emphasizing the importance of brand as an intangible asset.In the process of brand building,enterprises need to clearly define their differentiation advantages and establish a clear market positioning.It is suggested that small and micro tea enterprises make full use of the advantages of regional public brand and policy support,and actively build the four systems of scientific and technological support,cultural excavation,external identification and brand communication.
作者
张凡安
亓彬
宋子跃
岳林
贾厚振
石亚丽
ZHANG Fanan;QI Bin;SONG Ziyue;YUE Lin;JIA Houzhen;SHI Yali(Tea Research Institute,Shandong Academy of Agricultural Sciences,Jinan,Shandong 250100,China;Shandong Institute of Pomology,Tai’an,Shandong 271000,China;Changchun Chaoyang district mengde vocational training school,Changchun,Jilin 130021,China)
出处
《落叶果树》
2025年第4期57-60,共4页
Deciduous Fruits
基金
山东省茶产业技术体系茶叶机械设备岗位专家任务(SDAIT-19-15)。
关键词
小微茶企
品牌
定位
区域公用品牌
体系
small and micro tea enterprises
brand
positioning
regional public brand
system
作者简介
张凡安(1975-),男,山东郓城人,特聘产业研究员,从事茶产业服务,茶叶加工、感官品质审评研究。E-mail:sdptst@163.com;通信作者:亓彬(1982-),男,山东莱芜人,工勤岗四级,从事果园基地管理工作。E-mail:106924118@qq.com。
