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随着市场经济进程的加快,国内茶叶市场竞争已跨越产品竞争阶段,进入了品牌竞争时代。品牌竞争是21世纪市场竞争的主要形式,也是现代茶业文明发展的必然趋势。面对日趋激烈的品牌竞争,惟有积极实施品牌战略,才是振兴我国茶业经济的必由之路。本文通过分析我国茶业竞争力存在的问题,针对我国茶产业发展中品牌缺失等问题,对品牌建设及发展策略提出了几点拙见。
With the acceleration of the market economy, the competition in the domestic tea market has crossed the stage of product competition and entered the era of brand competition. Brand competition is the main form of market competition in the 21st century and an inevitable trend in the development of modern tea industry civilization. Faced with the increasingly fierce brand competition, only the active implementation of brand strategy, is the only way to revitalize the tea industry in our country. In this paper, by analyzing the problems existing in the competitiveness of China’s tea industry, aiming at the problems such as the lack of brand in the development of China’s tea industry, I put forward some humble opinions on the strategy of brand building and development.