摘要
我国茶业规模很大，但茶叶企业的规模一般都比较小。在竞争激烈的市场环境中，茶叶企业在生产的过程中想要实现更大的生产规模，就必须重视实现可持续发展。采取较为适合企业发展的品牌营销策略，能够一定程度上有利于更好地促进企业的产品创新，开展更为具有针对性的营销渠道建设，有利于突破当前茶叶行业同质化的难题，赢得市场。
随着茶叶消费市场不断升温，需求量增大，品牌消费也越来越成为市场上的一种发展趋势 。处于这种时代背景下，很多茶叶企业在品牌建设方面都取得了一定的成效，其中比较显著的是云南大益茶叶集团。
目前的普洱茶消费市场竞争是非常激烈的，价格竞争以及质量竞争已经不再成为企业生存竞争的核心，品牌竞争越来越成为各大企业较为关注的竞争重点。从卖方市场向买方市场转变的趋势，要求大益对普洱茶市场进行更加严格的市场细分，重视品牌效应给企业带来的红利。
本文通过对茶叶市场的行业分析、国内国外茶叶市场环境现状的对比分析、大益企业内部的SWOT分析以及用问卷调查法对消费者进行了调查并就调查结果进行了统计，为研究结果的真
实性和参考性提供了数据支撑，为云南大益普洱茶品牌建设和维护的现状与大益品牌建设和维护存在的问题，对提高普洱茶市场附加值、品牌建设和维护具有重要作用。
关键词
大益普洱茶；品牌建设；整合营销
Abstract
  The scale of China's tea industry is very large, but the scale of tea enterprises is generally relatively small. In the competitive market environment, if tea enterprises want to make a large scale, they must change their thinking of short-term income and profit into the way of sustainable development, and finally break the dilemma of product homogeneity in the tea industry and win the market.
With the increasing demand of tea consumption market, brand consumption has gradually become a trend. In such a market background, many tea enterprises have embarked on the road of brand building ahead of others. Yunnan Dayi tea group is one of them.
At the same time, the continuous expansion of Yunnan Pu'er tea market attracts more and more companies to join in. Both state-owned enterprises and private enterprises join in Pu'er tea industry driven by profits and prospects, which makes the competition of Yunnan Pu'er tea market intensified and the survival pressure of daiyi greater.
In the current Pu'er tea market, price competition and quality competition have no longer dominated the company's survival competition, and brand competition has attracted more and more attention. The trend from the seller's market to the buyer's market requires Dayi to subdivide the Pu'er tea market more strictly and pay attention to the corporate dividend brought by the brand effect.
普洱茶品牌
This paper analyzes the current situation of the brand construction and maintenance of Yunnan Dayi Pu'er tea and the problems existing in the brand construction and maintenance of Dayi tea, which plays an important role in improving the market added value of yipu'er tea products and brand construction and maintenance.
Key words
Dayi Pu'er Tea; Brand construction; integrated marketing