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英格兰硕士毕业论文:影响中国人的因素选择一种中国红茶 - '普洱茶'和它的品牌市场

论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2016-07-28编辑:anne点击率:10936

论文字数:16986论文编号:org201607242309398211语种:英语 English地区:英格兰价格:$ 132

关键词:Pu-er Tea品牌品牌定位普洱市场调查SWOT分析模型波特的五力量统计方法

摘要:本文概述了团队生产领域的一般情况、主要工厂的现状、市场环境下的聚氨酯团队的存在,以及品牌发展的现状。

Abstract摘要


普洱茶是云南省地理条件的象征性产品特征。它是用一种被归类为“宽叶茶”的茶树的叶子制成的,它生长在中国云南的普二地区的特殊环境中。通过对发酵后的茶叶的成型、成熟、分离、压缩、氧化的过程制备出原料叶。通常情况下,普洱茶有广泛和脂肪叶和红褐色的相似之处。冲泡的茶采用明亮的橙色,有光滑和浓郁的味道。普洱茶可以多次冲泡,然后失去其味道,叶在杯子里保持一个清晰的褐色。
普洱茶的栽培与贸易可追溯到唐宋。历代王朝对元、明、清两代进行了多方面的改进。在近代史上,特别是从本世纪初以来,出现了前所未有的市场开放和繁荣。然而,巨大的潜力和利润空间还没有被探索。升级后的市场,可以实现其经济价值的实现。同时,普洱茶的发展面临着巨大的机遇,也面临着一些不容忽视的问题。分析了市场调查的主题,包括消费者对茶叶的偏好;普洱茶消费者的感知质量;购买时考虑的因素;消费者的承受能力;茶叶企业的经济条件和风险;茶叶企业的市场前景。
Pu-er tea is a symbolic product characteristic of the geographic condition in Yunnan province. It is made with leaves of a tea plant categorized as 'broad leaf tea', which is grown in the special environment of Pu-er region in Yunnan, China. The raw leaves are prepared through the process of shaping, ripening, separating, compression and oxidizing and made into post-fermented tea. Typically Pu-er tea has the resemblance of broad and fat leaves and reddish brown color. The brewed tea takes a bright orange color, with smooth and rich flavor. Pu-er tea can be brewed multiple times before losing its flavor and the leaves remain a clear brownish color in the cup. 
The cultivation and trade of Pu-er tea dates back to Tang and Song. Dynasties Various improvements have been made through the dynasties of Yuan, Ming, and Qing. In recent history, particularly from the beginning of this century, there is unprecedented market bloom and prosperity. However, great potential and profit space is yet to be explored. An upgraded market can be developed with the realization its economic value. Meanwhile, the development of Pu-er tea faces a great opportunity and some problems which cannot be ignored. 
This thesis outlined the general circumstance of the team production areas, the present conditions of major factories, the market environment in which Pu-er team exists, and the current stage of brand development. The analysis is made through market surveys on topics, which includes consumer's pReferences on tea types; the consumer's perceived quality of Pu-er tea; the factors consumers take into account while making the purchase; the affordability of consumers; the economic conditions and risks of tea enterprises; the market outlook of the tea business. 
In the thesis, the Model of Porter's Five Forces was adapted to analyze the tea industry. The elaboration ranges from barriers to entry for potential competitors, the degree of competitiveness within the tea industry, the threat of substitute products, to the bargaining power of buyers and suppliers. On the industry level, the SWOT Method is also used to look at the internal strength within Pu-er tea industry in relation to the external environment. The SWOT is a strategic illustration to indentify the strengths, weakness, opportunities and threats for all the businesses in the Pu-er tea industry. 
Brand positioning is the key and the first step of brand promotion. If you cannot find your own brand orientation, you will make much futile efforts and deviate the direction. Brand positioning mainly refers to give the target customers a feeling and the results of the feeling, for example, the grade of the brand, personality, target group, and etc. Next, brand appeal, brand advertising creativity, color and packing, market promotion strategy should be consisted with the brand position. Tea is the traditional advantage industry and the important pillar of rural economy in Yunnan, China, which has special economi论文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。

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