“台湾茶”区域品牌进入大陆市场的品牌拓展战略

The Brand Expand Strategy of "Taiwan Tea" Regional Brand Entering the Mainland Market

随着经济全球化的发展,区域经济的竞争也越来越激烈,区域品牌的区域化、国际化发展也显得越来越重要。基于此,本文以"台湾茶"区域品牌进入大陆市场的情形为研究对象,就其在大陆市场提升区域品牌资产的视角,探究了台湾茶区域品牌进入大陆市场可采用的品牌拓展战略。即通过形象识别系统,构建品牌认知度;整合营销传播策略,塑造品牌美誉度;采用忠诚营销策略,提升品牌忠诚度。这些品牌拓展战略对于"台湾茶"区域品牌在大陆市场的发展,乃至全球市场的扩张都有着重要的现实意义。

With the development of economic globalization and increasingly fierce competition of regional economic, the re- gional and international development of regional brand has become important increasingly. Based on this, thinking of ＂Tatwan Tea＂ regional brand entering the mainland market situation as the study object, from the perspective of enhancing its regional brand equity in the mainland market, the paper explores brand strategies that ＂＇Taiwan Tea＂ regional brand can use when entering the mainland market. These strategies include building brand awareness through image recognition system, sharping brand reputation through integrated marketing communication strategies, and enhancing brand loyalty through loyalty marketing strategies. These brand expansion strategies have an important practical significance for the development of ＂＇Taiwan Tea＂ regional brand in the mainland market, as well as its expansion in the global market.