赣南地区油茶品牌塑造经营销售模式探讨

Models of brand building and management sales of Camellia oleifera at Gannan region in Jiangxi Province

对赣南地区油茶品牌创造所存在的问题以及赣南地区油茶传统的经营模式、销售模式进行调查分析,并对如何解决品牌塑造、经营、销售所存在的问题进行探讨,结论表明:目前赣南地区油茶品牌主要存在着油茶企业经营规模较小、品牌较为分散、产品创新品牌意识有待增强、产品品牌发展潜力不足的问题,通过对油茶品牌进行定位,以此解决品牌意识弱、创新性差的问题,提高油茶产品质量和提升品牌质量,通过整合品牌解决分散问题。赣南传统的"以农户为单位"的经营模式存在着投资盲目,技术落后,管理不善,产量较低,抗风险能力差等问题,通过建立"企业+茶农+合作社"的形式解决其不足。营销上"面对面"的营销模式导致出现了油茶产品质量不一、品牌分散、销售渠道单一的问题,通过"互联网+油茶"的新式营销模式以及第三方品牌以及电子采购模式,利用互联网独特的广泛性以及其低成本性,为赣南地区油茶产品营销提供一种新思路。

The existing problems of brand building of Camellia oleifera at Gannan region in Jiangxi Province were investigated and analyzed, as so as its traditional management sales models. Te results showed that there were some problems existing in the current brand of Gannan C. oleifera, such as main enterprise management was in a smaller scale, the brand is more dispersed, awareness of product innovation and insufficient product potential brand development. Through reposition of the C. oleifera brand in order to solve the problem of weak brand weakness and poor innovation, improve the product quality of C. oleifera and its brand quality; Through integrating the brands to solve the dispersion of brand. The traditional business model in Gannan area as ＂Take the peasant household as the unit＂ has some problems, for blind investment, backward technology, poor management, low yield and poor ability to resist risk. These problems were solved by establishing the management form of ＇company ＋farmers ＋cooperative＇ to solve shortcoming. The ＂face-to-face＂ marketing model leads to the differential products have different quality, brand spread, single sales channels, through the new marketing model of ＂Internet＋ C. oleifera ＂ and the third party brand and electronic procurement mode, using the unique universality and its low cost of internet, it provides a new thinking for product marketing of C. oleifera at Gannan region in Jiangxi Province.