摘要
湖北绿茶品牌相对于我国其他省份的茶叶品牌,知名度比较低,市场影响力不足。基于SWOT方法,分析湖北绿茶品牌自身所具有的优势、劣势,以及外部环境的改变带给湖北绿茶品牌的机会、挑战,提出湖北绿茶品牌建设的当务之急是进行湖北绿茶品牌的整合。在品牌整合中,首先在企业层面实现企业品牌的整合,然后在区域内建立某种名优茶叶的品牌联盟,实现区域内企业的优胜劣汰、品牌的有效整合。
Compared with green tea brand in other provinces,green tea brand in Hubei has a lower popularity and poor marketing influence.Based on the SWOT analysis,this paper first analyzed the advantages and disadvantages,opportunities and threats of Hubei green tea brand,then pointed out that it is quite essential to integrate Hubei green tea brand.In the process of integration,the first is to integrate brand in the corporation level,then establish brand alliance of a certain famous brand and high-quality tea so as to reduce the corporation number and effectively integrate green tea brand in the area.
出处
《华中农业大学学报（社会科学版）》
2011年第2期70-74,共5页
Journal of Huazhong Agricultural University(Social Sciences Edition)
基金
华中农业大学"农业经济与社会发展"研究项目"湖北省农产品区域性品牌的培育对策研究"(XB0911)
关键词
湖北省
绿茶
品牌整合
SWOT分析
Hubei Province
green tea
brand integration
SWOT analysis
