英语论文网

c and social status. On one hand, tea is the most important industry; on the other hand, tea is exported to other countries. It has irreplaceable role with other crops and industries. Especially in recent years, the special breed of Yunnan tea - Pu-er Tea is the unique geographical indications of Yunnan and its booming products promote exports in Southeast Asia, Europe and America market. Undoubtedly, the supply of domestic market has already exceeded demand. It cannot create a big brand with only excellent products. Based on the investigation and study, the brand orientation strategy, analysis and study of Pu-er Tea brand positioning problem and hope to satisfy Pu-er Team enterprises on the way of the brand construction. 

Key Words: Pu-er Tea, brand, brand positioning, Pu-er market survey, the SWOT analysis, the Model of Porter's Five Forces, the Statistic Method

Table of content
Chapter 1 Introduction 7
1.1 Research Background and Research Purpose 7
1.2 Research structure 9
Chapter 2 Literature Review 10
2.1 Development of Marketing Theory 10
2.2 The Model of Porter's Five Forces 11
2.3 SWOT 11
2.5 Brand Theory 13
2.5.1 Definition of Brand 13
2.5.2 Brand Features 14
2.5.3 Brand Positioning 14
2.5.4 Brand Building 16
Chapter 3 Research Methodology 16
3.1 Research paradigm 16
3.2 Positivism Vs Interpretivism 17
3.3 Data collection Process 18
3.4 Questionnaire Design 18
3.5 Sampling 19
3.6 Procedure 19
3.7 Data Analysis 19
Chapter 4 Results 19
4.1 The consumption market for Pu'er Tea 20
4.2 The brand status of Pu’er Tea 20
4.3 Statistic analysis for Pu’er Tea industry 22
4.3.1 Preference of consumers for tea 22
4.3.2 The focus point of consumers for quality of Pu’er Tea 23
4.3.3 The purchase options for Pu’er Tea 24
4.3.4 The consumers’ acceptable price for Pu’er Tea 25
4.3.5 People’s judgment about the present situation of Pu’er Tea market in the survey 26
4.4.6 Conclusion 29
4.5 The Model of Porter's Five Forces for Pu’er Tea industry 29
4.5.1 Ability of potential entrants 34
4.5.2 Competition power of competitors in the industry 34
4.5.3 The power of substitutes 34
4.5.4 The bargain power of buyers 35
4.5.5 The bargain power of suppliers 35
4.6 Conclusion 35
4.7 Analysis for brand building of Pu’er Tea - Use Dayi Pu’er as the example 36
The market leader in the brand construction 36
4.7.1 Background of Dayi Pu’er 36
4.7.2 Data analysis 36
4.7.3 Consumers analysis 39
Chapter 5 Discussion 41
SWOT Analysis 41
5.1 Strength 41
5.2 Weakness 41
5.3 Opportunities 42
5.4 Threats 42
Chapter 6 Conclusion and Recommendation 43
6.1 Problems in Chinese Pu’er Tea market 43
6.1.1 The operational scale for Pu’er Tea enterprises has been expanded blindly and issues in promotion 43
6.1.2 The oversold for some brand name products 43
6.1.3 Disorderly manufactures 44
6.1.4 Lack supervision for the market 44
6.2 Recommendation for Pu’er Tea industry 44
6.2.1 Include Pu’er Tea into the economic development strategy as a new pillar industry 44
6.2.2 Regulate the market and increase the entry barrier 44
6.2.3 Improve enterpr本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。