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品牌的英文名字是Brand(标记)。它是对企业产品性能、质量、服务、信誉等的概括反映,是企业产品和质量的保证。但品牌包含了比产品更丰富的内容,它表征了企业的精神、企业的文化和企业的形象、企业的竞争力。中国是茶的故乡,自19世纪末叶至20世纪中叶,中国茶叶市场走向衰败。迄今我国茶叶出口仍以散装茶为主,自主名牌较少,竞争仍局限于以价格为主的低层次水平上。所以,从一定意义上说,中国茶业与世界茶业的先进国家来比,差距还较大,在各种差距之中,缺乏著名品牌是最重要的综合性差距。从品牌的角度来考量我国的茶叶经济,应该如何寻求发展的途径?如何自我提升和突破?一是要准确定位,立足中国,放眼世界;二是以现代工业思想优质生产外,还要以现代营销手段与时俱进,开拓创新;三是以弘扬茶文化,提升茶品牌。
The brand’s English name is Brand. It is a summary of the performance, quality, service, reputation, etc. of a company’s products, and is a guarantee of its products and quality. But the brand contains a richer content than the product, which represents the spirit of the enterprise, corporate culture and corporate image, the competitiveness of enterprises. China is the hometown of tea. Since the late 19th and mid-20th centuries, the Chinese tea market has been declining. So far China’s exports of tea are still mainly bulk tea, less independent brands, the competition is still confined to the price-based low-level level. Therefore, in a certain sense, the gap between China’s tea industry and the advanced countries in the world tea industry is still relatively large. Among the various gaps, the lack of famous brands is the most important comprehensive gap. From the brand point of view to consider China’s tea economy, how to find ways to develop? How to self-improvement and breakthrough? First, we must accurately locate, based on China, the world; the second is quality production of modern industrial thought, but also to modern Marketing means to advance with the times, pioneering and innovative; third is to promote tea culture, enhance the tea brand.