基于消费者视角的山西药茶集群品牌建设策略

Strategy of Cluster Brand-building about Shanxi Medicinal Tea Based on Consumer’s Perspective

山西药茶作为区域公共品牌,同时也是药茶产业集群品牌,在建设过程中涉及政府、行业协会、企业、合作社、农民、消费者等多个利益相关者。从消费者视角研究山西药茶集群品牌建设,在回顾集群品牌相关研究和山西药茶集群品牌建设现状的基础上,从集群品牌定位、建设主体、消费者认知、销售渠道、品牌宣传等方面进行分析,提出山西药茶要明确集群品牌定位、龙头企业主导品牌建设、线上线下双渠道运营,多品牌细分市场、全媒体宣传、推进茶旅融合发展,从而提高消费者对山西药茶集群品牌的认知,提升山西药茶集群品牌的影响力。

As a regional public brand,also a cluster brand of medicinal tea industry,brand-building of Shanxi medicinal tea involves many stakeholders such as government,industry association,enterprises,cooperatives,farmers and consumers.This paper studies the brand-building of Shanxi medicinal tea cluster from the perspective of consumers,based on related research of cluster brand and current situations of brand building about Shanxi medicinal tea,analyzing the cluster brand positioning,the main body of construction,consumer perception,sales channels,brand promotion,etc.The paper gives some suggestions including clear cluster brand positioning,leading enterprises orientation,online and offline channel operation,multi-brand strategy,the media advertising,development of tea and tourist industry,thus improve the consumer’s perception and influence of cluster brand of medicinal tea.