洞庭春茶品牌营销策略分析

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洞庭春茶品牌营销策略分析(13000字)
摘要：洞庭春茶从创制至今已有将近50年的历史，虽然湖南省岳阳县洞庭春纯天然茶叶有限公司十分注重对洞庭春茶品牌的建设和发展，但至今洞庭春茶仍未能走向更广阔的市场。因此，加强对洞庭春茶品牌的建设仍旧是发展的关键所在。
本文借助宏观环境分析法、行业环境分析法和内部环境分析法对洞庭春茶品牌的营销策略进行分析和探讨，从影响洞庭春茶品牌发展的关键因素出发，对如何进一步加强洞庭春茶的品牌建设及发展提出建议，主要包括：做好品牌定位；做好品牌推广；改变传统的营销模式，实行创新营销。
关键词：洞庭春茶；品牌；营销策略；环境分析

Analysis Brand Marketing Strategies of Dongtingchun Tea
Abstract： The Dongtingchun Tea has been created from nearly 50 years of history, though the Hunan Province Yueyang County Dongtingchun Natural Tea Limited Company pays great attention to the Dongtingchun Tea brand construction and the development, but the Dongtingchun Tea still has not been able to be a broder market.Therefore, strengthened to the Dongtingchun Tea brand construction is still the key to development.
This article with the aid of macroscopic environment analytic method, the profession environment analytic method and the internal environment analytic method carries on the analysis and the discussion to the Dongtingchun Tea brand's marketing strategy, from the influence of Dongtingchun Tea brand development the key aspect to embark,how to further strengthen the Dongtingchun Tea the brand construction and the development puts forward the proposal, Including:Our brand positioning;to promote brands; to change the traditional marketing pattern, implements the innovation marketing.
Key words： Dongtingchun Tea; brand; marketing strategy; environmental analysis