福建茉莉花茶產(chǎn)品形象識別系統(tǒng)研究.pdf

1、福建農(nóng)林大學(xué)碩士學(xué)位論文福建茉莉花茶產(chǎn)品形象識別系統(tǒng)研究姓名：肖玉蓉申請學(xué)位級別：碩士專業(yè)：茶學(xué)指導(dǎo)教師：楊江帆20090401福建農(nóng)林大學(xué)2009屆碩士學(xué)位論文StudyofProductIdentitySystemofJasmineTeainFujianAbstractFujianistheoriginofthejasmineteaThejasmineteainFujianisonekindoffamousteawhichenjoy

2、sthefameas‘‘YoucansmelltheodourofspringinChineseScentedtea“’Becauseofitsdelicatefragranceandexcellentquality，theteasellswellbothathomeandabroad，theproductionandtheexportamountofwhichhaveonceoccupiedthefirstplaceInChinaHo

3、weverundertheinfluenceofsomeenvironmentalfactorssuchassociety，economyandtechnology，F(xiàn)ujianjasmineteaasthecompetitiveindustryinthepastbecomesweakenedinmarketcompetitivenessnowGoodimageasakindofproductivityhelpstopromotethe

4、developmentoftheindustryinthefiercemarketcompetitionWiththechangeoflivingstandardandconsumptionconceptofconsumers，moreandmoreChineseenterprisenotethatitisimportanttointroducethestrategyofCorporateIdentitySystem(CIS)andto

5、establishthegoodcorporateimageHoweveraccordingtotherelevantinformationforthelackingoffundsandawarenessinCIS，manysmallandmedium—sizedenterprises(SMEs)whoconcernsinhowtosellouttheirproducts，willnotconsiderinductingtheCISst

6、rategydirectlyTherefore，itisrealisticforSMEstointroducethePersonalIdentificationSystem(PIS)strategythatcanrealizethemaximizationoftheirprofitintheshorttermperiodInviewofthebackgroundofFujianjasmineteaindustryanditssmalle

7、rscalefeatures，developingandinductingthePISstrategyasbreakthroughpointwillhelptogetridofdifficultplightandtopromotetheFujianjasmineteaimageBasicknowledgeandrelatedtermsofthePISwereintroducesfirstlyinthispaperThroughthewa

8、yofmarketsurveying，expertinterviewingaswellasliteratureconsulting，F(xiàn)ujianjasmineteaindustry’Sbackgroundandenterprise’SfeaturesareespeciallyanalyzedWhat’Smore，theprincipleofdesigning，theconstitutionofcontentandtheestablish