地方茶叶品牌竞争定位:基于“五力模型”的分析

Local tea brand's competition:analysis basing on "five strength mode"

随着近年来茶叶品牌意识的觉醒,实施品牌战略成为国内各级政府和众多茶叶企业的首要选择。品牌定位是地方茶叶实施品牌战略的关键步骤,尤其面临激励的市场竞争,品牌定位更为重要。本文运用波特"五力模型"理论对影响地方茶叶品牌竞争的五种力量进行了分析,而后从品牌市场细分、品牌价格、品牌形象三方面提出地方茶叶品牌竞争定位的策略。

Recently, along with the awakening of theb rand consciousness, carrying out brand strategy be-comes the initial choice of all internal governments and numerous tea enterprises. Local tea brand posi-tioning is the key to the implementation of brand strategy,especially in intense market competition. In this paper, the impact of the five forces of the local tea brand competition was analyzed by Michael Porter＇s Five Forces Model. Then it advanced the local tea brand competitive positioning strategy from the brand market segmentation, the brand prices and the brand image.