正山堂金骏眉品牌的建设发展路径

Band Building of Zhengshantang's Jinjunmei Tea

一直以来,国内茶叶市场品牌化程度不高,整体行业标准缺失,消费者缺乏基础的判断标准,正山堂金骏眉在正山小种的基础上进行创新,弥补了中国高端红茶的历史空白,为国内红茶市场树立了新的品牌标杆和参考标准。文章从金骏眉的创制背景、市场定位、产品打造、文化建设、资源布局和品牌传播等角度分享了金骏眉品牌的建设发展路径。

For a long time,the brand marketing of Chinese tea did not perform very well,for example,the lack of overall industry standards and lack of basic judgment standards among customers.Based on Lapsang Souchong,innovation of Zhengshantang’s Jinjunmei filled the gap of Chinese high-end black tea market and set a new brand standard and reference standard for domestic black tea market.This articleshared the development path of Jinjunmei brand in different perspective,such as the background,market positioning,product creation,cultural construction,resources distribution and publicity.