媒体环境下日照绿茶品牌塑造研究——以圣谷山绿茶为例

《媒体环境下日照绿茶品牌塑造研究——以圣谷山绿茶为例》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、AbstractRizhaogreenteaisfromoneofthethreecoastalteaareasintheworld，whichisalsotheteaareawiththehi曲estlatitudeinChina．Thetemperaturedifferencebetweendayandnightinthegrowingenvironmentislarge，whichisgoodfortheaccumulationofnutritions．Theteatastesmellowandpleas

2、antwithhig}卜-healthyvalue．Inrecentyears，theproductionareaofRizhaogreenteaexperiencesmassiveexpansion．Theproductionconditionsandthequalitycontrollevelsofgreenteadiffergreatly，thustheteaqualityisalsouneven．Occasionallynonlocalteapassesfisheyesforpearls，whichha

3、sseriouslyaffectedtheregionalbrandimage”RizhaoGreenTea”asawhole．HowtomakeHseofthenewmediaexpressandstandoutintheregionalbrandsisworthconsideringforeachteaenterprise．ShengguMountainGreenTeaadherestostandardizedbrandandscaleoperationsinceitsinception．Relyingon

4、itsexcellentquality，ShengguMountainGreenTeahasbecometherepresentativebrandofRizhaogreentea．Itgoesabroadandachievesthesustainabledevelopmentofforeigntradeofagriculturalproducts．ShandongisabigprovinceofteadrinkinginChina．Shandongteahastofacetheawkwardsituation

5、ofsuperiorqualitywimlowprices．inadequatecompetitivenesshasbeentheboaleneckrestrictingfarmersandenterprisesfromincreasingincomeforalongtime．AccordingtoChinaagriculturalproductregionalpublicbrandvaluerankingin2015，RizhaogreentearankedfirstinShandongprovince，bu

6、tonly163rdinthenation．OnlybyimprovingthequalityoftealeavesandcarryingoutbrandconstructioncanenterprisesenhanceconsutnerawarenessandearnaplaceintheChineseteamarket．Thispaperisdividedintofiveparts．Itfirstlyelaboratesrelatedsubjectcontentsofthispaper，theresearc

7、hstatusathomeandabroadandexplainsrelevantconceptsinvolved，thenanalyzestherecessiveanddominantelementsofbrandcommunicationofShengguMountainGreenTea．Lastly，itanalyzestheinfluenceonbrandcommunicationofnewmediaanddiscusseshowcouldShengguMountainCompanyseizetheco

8、mmunicationopportunitiesofnewmediaforbrandshaping．Intheendauthor'sthinkaboutbrandconstructionofnewmediaanddeficienciesinthebrandcommunicationofnewmedia，whichrequiresteaenterprisestopaYattentiont