Research on Brand Communication Strategy of Yuexi Cuilan Tea Based on 5W Theory

王蓓

刘冬华

硕士

安徽财经大学

岳西翠兰茶叶;;品牌传播;;拉斯韦尔“5W”理论

岳西翠兰茶叶是生长在皖西大别山腹地岳西县境内的主薄、头陀、来榜地区的一种新创名茶。但就目前岳西翠兰茶叶品牌发展情况来看,由于岳西翠兰茶叶品牌缺乏完善的传播策略,导致岳西翠兰茶叶的茶叶市场局限于安庆市内,品牌知名度相对较低,与其他知名茶叶品牌,诸如黄山毛峰、六安瓜片、祁门红茶、太平猴魁等知名茶叶品牌相比,差距仍然很大。品牌影响力小,品牌形象树立不充分,无法充分发挥其品牌的特性。岳西翠兰茶叶想要占有更大的市场份额和拥有更强大的市场竞争力,就必须提高品牌传播意识。本文对于岳西翠兰茶叶品牌传播策略的研究具有普遍适用性。一套完备的品牌传播策略不仅可以塑造品牌形象,大幅度提高品牌的声誉度,维护品牌忠诚度,促进品牌资产价值的提升;还能扩展传播渠道,促进销售。所以,研究岳西翠兰茶叶的品牌传播策略具有重大意义。本文以此为研究课题,基于拉斯韦尔“5W”理论、整合营销传播理论、消费者行为理论,在充分研究后,借鉴了国内外在品牌概念、品牌传播、农产品品牌和茶叶品牌等很多领域的文献,深入研究了岳西翠兰茶叶品牌传播策略这一问题。研究方法主要有数据收集、数据整理、现场调研、专家咨询等方法,最后得出一套完善的岳西翠兰茶叶品牌传播策略。本文主要包括以下三点研究成果:第一是对岳西翠兰茶叶品牌传播现状进行调查,包括市场主体、品牌营销区域、品牌认证情况的调查。第二,通过调查对岳西翠兰茶叶品牌传播存在的问题进行分析,主要问题有经营者品牌意识薄弱、品牌传播内容缺乏特色、品牌传播对象定位不清、品牌传播渠道针对性不强、品牌传播效果差等。第三,从以上五个方面提出岳西翠兰茶叶品牌推广对策。岳西翠兰茶叶是岳西县农产品支柱性产业收入来源。一个优质品牌的建立,对生产销售岳西翠兰茶叶的众多企业、岳西县茶产业良性发展、当地农业增效、农民增收乃至岳西县整体经济的发展都有极大的现实意义。本文研究成果对于促进岳西翠兰茶叶品牌传播、提升其区域品牌知名度具有良好的借鉴价值。

Yuexi Cuilan tea is a newly-developed famous tea grown in Zhubu,Toutuo,and Laibang areas of Yuexi County in the hinterland of Dabie Mountains in western Anhui.Although Yuexi Cuilan tea in the tea market occupy a certain market share,but because of the imperfect Yuexi Cuilan tea brand communication strategy,brand awareness is not high,and other famous tea brand,Compared with well-known tea brands such as Huangshan Maofeng,Lu'an Guapian,Qimen Black Tea,Taiping Monkey King,etc.,the gap is still large.The brand has a small influence and the brand image is insufficiently established to fully utilize its brand characteristics.If Yuexi Cuilan tea wants to occupy a larger market share and have a stronger market competitiveness,it must improve the awareness of brand communication.This paper has general applicability to the research on Yuexi Cuilan tea brand communication strategy.A complete brand communication strategy can not only shape the brand image,but also greatly enhance the brand's reputation,maintain brand loyalty,and promote the value of brand assets;it can also expand communication channels and promote sales.Therefore,it is of great significance to study the brand communication strategy of Yuexi Cuilan tea.This paper takes this as the research topic,based on the integrated marketing communication theory of Laswell's 5W theory and consumer behavior theory,and draws lessons from domestic and foreign literatures in many fields such as brand concept,brand communication and tea brand communication experience.After a full study,the paper conducted an in-depth study on the communication strategy of Yuexi Cuilan tea brand,The research methods mainly include data collection,data collation,on-site investigation,expert consultation,In the end,a set of perfect Yuexi Cuilan tea brand communication strategy was obtained.Research achievements of this paper mainly includes the following:The first is to investigate the current status of Yuexi Cuilan tea brand communication,including the investigation of market entities,brand marketing areas,and brand certification.Second,analyze the problems in the tea brand communication of Yuexi Cuilan tea through investigation.The main problems are weak brand awareness of the operator,lack of brand communication content,unclear positioning of brand communication objects,poor target of brand communication channels,and brand communication effects Poor.Third,from the above five aspects,put forward the countermeasures of Yuexi Cuilan tea brand promotion.Yuexi Cuilan tea is the main source of income for agricultural pillar industries in Yuexi County.The establishment of a high-quality brand has great practical significance for many companies producing and selling Yuexi Cuilan tea,the healthy development of the tea industry in Yuexi County,the efficiency of local agriculture,the increase of farmers' income,and the overall economic development of Yuexi County.The research results of this paper have good reference value for promoting the communication of Yuexi Cuilan tea brand and enhancing its regional brand awareness.

Research on Brand Communication Strategy of Yuexi Cuilan Tea Based on 5W Theory

王蓓

刘冬华

硕士

安徽财经大学

岳西翠兰茶叶;;品牌传播;;拉斯韦尔“5W”理论

岳西翠兰茶叶是生长在皖西大别山腹地岳西县境内的主薄、头陀、来榜地区的一种新创名茶。但就目前岳西翠兰茶叶品牌发展情况来看,由于岳西翠兰茶叶品牌缺乏完善的传播策略,导致岳西翠兰茶叶的茶叶市场局限于安庆市内,品牌知名度相对较低,与其他知名茶叶品牌,诸如黄山毛峰、六安瓜片、祁门红茶、太平猴魁等知名茶叶品牌相比,差距仍然很大。品牌影响力小,品牌形象树立不充分,无法充分发挥其品牌的特性。岳西翠兰茶叶想要占有更大的市场份额和拥有更强大的市场竞争力,就必须提高品牌传播意识。本文对于岳西翠兰茶叶品牌传播策略的研究具有普遍适用性。一套完备的品牌传播策略不仅可以塑造品牌形象,大幅度提高品牌的声誉度,维护品牌忠诚度,促进品牌资产价值的提升;还能扩展传播渠道,促进销售。所以,研究岳西翠兰茶叶的品牌传播策略具有重大意义。本文以此为研究课题,基于拉斯韦尔“5W”理论、整合营销传播理论、消费者行为理论,在充分研究后,借鉴了国内外在品牌概念、品牌传播、农产品品牌和茶叶品牌等很多领域的文献,深入研究了岳西翠兰茶叶品牌传播策略这一问题。研究方法主要有数据收集、数据整理、现场调研、专家咨询等方法,最后得出一套完善的岳西翠兰茶叶品牌传播策略。本文主要包括以下三点研究成果:第一是对岳西翠兰茶叶品牌传播现状进行调查,包括市场主体、品牌营销区域、品牌认证情况的调查。第二,通过调查对岳西翠兰茶叶品牌传播存在的问题进行分析,主要问题有经营者品牌意识薄弱、品牌传播内容缺乏特色、品牌传播对象定位不清、品牌传播渠道针对性不强、品牌传播效果差等。第三,从以上五个方面提出岳西翠兰茶叶品牌推广对策。岳西翠兰茶叶是岳西县农产品支柱性产业收入来源。一个优质品牌的建立,对生产销售岳西翠兰茶叶的众多企业、岳西县茶产业良性发展、当地农业增效、农民增收乃至岳西县整体经济的发展都有极大的现实意义。本文研究成果对于促进岳西翠兰茶叶品牌传播、提升其区域品牌知名度具有良好的借鉴价值。

Yuexi Cuilan tea is a newly-developed famous tea grown in Zhubu,Toutuo,and Laibang areas of Yuexi County in the hinterland of Dabie Mountains in western Anhui.Although Yuexi Cuilan tea in the tea market occupy a certain market share,but because of the imperfect Yuexi Cuilan tea brand communication strategy,brand awareness is not high,and other famous tea brand,Compared with well-known tea brands such as Huangshan Maofeng,Lu'an Guapian,Qimen Black Tea,Taiping Monkey King,etc.,the gap is still large.The brand has a small influence and the brand image is insufficiently established to fully utilize its brand characteristics.If Yuexi Cuilan tea wants to occupy a larger market share and have a stronger market competitiveness,it must improve the awareness of brand communication.This paper has general applicability to the research on Yuexi Cuilan tea brand communication strategy.A complete brand communication strategy can not only shape the brand image,but also greatly enhance the brand's reputation,maintain brand loyalty,and promote the value of brand assets;it can also expand communication channels and promote sales.Therefore,it is of great significance to study the brand communication strategy of Yuexi Cuilan tea.This paper takes this as the research topic,based on the integrated marketing communication theory of Laswell's 5W theory and consumer behavior theory,and draws lessons from domestic and foreign literatures in many fields such as brand concept,brand communication and tea brand communication experience.After a full study,the paper conducted an in-depth study on the communication strategy of Yuexi Cuilan tea brand,The research methods mainly include data collection,data collation,on-site investigation,expert consultation,In the end,a set of perfect Yuexi Cuilan tea brand communication strategy was obtained.Research achievements of this paper mainly includes the following:The first is to investigate the current status of Yuexi Cuilan tea brand communication,including the investigation of market entities,brand marketing areas,and brand certification.Second,analyze the problems in the tea brand communication of Yuexi Cuilan tea through investigation.The main problems are weak brand awareness of the operator,lack of brand communication content,unclear positioning of brand communication objects,poor target of brand communication channels,and brand communication effects Poor.Third,from the above five aspects,put forward the countermeasures of Yuexi Cuilan tea brand promotion.Yuexi Cuilan tea is the main source of income for agricultural pillar industries in Yuexi County.The establishment of a high-quality brand has great practical significance for many companies producing and selling Yuexi Cuilan tea,the healthy development of the tea industry in Yuexi County,the efficiency of local agriculture,the increase of farmers' income,and the overall economic development of Yuexi County.The research results of this paper have good reference value for promoting the communication of Yuexi Cuilan tea brand and enhancing its regional brand awareness.