本科生毕业设计（论文）（2011届）题目：学生姓名学号专业班级学院名称指导教师职称：2011年5月12日浙江农林大学本科生毕业设计（论文）安吉白茶品牌建设成功经验探讨人文•茶文化学院茶文化071马云指导教师：李文杰摘要：安吉白茶以其优异的品质，历史的文化底蕴，新颖的商标管理模式加上政府的支持以及引导，走出了一条特色的品牌建设之路，使安吉白茶在短短数十年从一株发展到了一个产业，达到了中国茶叶品牌的巅峰。本文通过文献，实习，问卷，访谈等调查，详细描述安吉白茶成就品牌建设奇迹的过程以及分析探究安吉白茶品牌成功经验。关键词：安吉白茶；品牌；成功经验；Explore“AnjiWhite”GreenteabrandsuccessexperienceYunMaSchoolofteacultureTeaculture071Advisor:WenjieLiAbstract：“AnjiWhite”Greenteahavecreatedacharacteristicbrandconstructionroad.That'sforitssuperiorquality,historicalculture,newtrademarkmanagementmodeandthesupport,guidancefromgovernment.Thiscreationannoyed“AnjiWhite”Greenteadevelopfromoneindividualplanttoaindustryinafewdecades,reachedthepeakoftheChineseteabrand.Throughliterature,questionnaire,interview,practicesuchsurvey,thisarticledescripsthemiracleof“AnjiWhite”Greentea'ssuccessfulbrandconstructionprocessindetail,andanalysisitsbrandsuccessexperience.Keywords:"AnjiWhite"Greentea；brand；successfulexperience；浙江农林大学本科生毕业设计（论文）目录一引言............................................................................................................................................1（一）研究目的....................................................................................................................1（二）研究意义....................................................................................................................11此研究对安吉白茶的意义............................................................................................12此研究对其他地域品牌建设的意义............................................................................13此研究对中国传统文化的意义....................................................................................24此研究对中国名优茶品牌建设的意义........................................................................25此研究对社会发展的意义............................................................................................2二研究方法....................................................................................................................................2（一）调查表的设计、发放与收集.....................................................................................2（二）访谈问题设计以及访谈人物确定.............................................................................2三品牌的成功历程........................................................................................................................3四安吉白茶的市场调研................................................................................................................3（一）茶叶消费现状............................................................................................................31安吉本地茶叶消费现状................................................................................................32网络调查茶叶消费现状................................................................................................4（二）安吉白茶知名度现状.............................................................................................
