The Research Of The Effects Of Sales Promotion On Tea Companies' Brand Equity

China is the origin of tea in the world,tea culture has a long history and tea products have been exported around the world.Chinese tea industry has always been the most important feature and advantages of the industry during Chinese agricultural development process,it carries over the mission entrusted by history,also witnessed the development of China.Tea companies plays an important role in the development process of the tea industry,we can witness the development path of the tea industry from the development of enterprises.In the 24st century,along with the rapid economic development,the development of tea industry has entered the fast lane,tea companies like bamboo shoots after rain ascendant.As the tea market becomes mature,consumers become more rational,tea companies from the early stages of development to product sales oriented business strategy to focus on the tea brand building business strategy changes.Brand equity concept proposed more than 20 years ago,and gradually becomes a core area of marketing concepts.This is because the brand equity can bring a Iot of direct economic benefits to the enterprises,such as increased product sales prices,increase market share of sales.Therefore,in the situation of Chinese tea enterprises attach importance to establish a strong brand equity,how to establish a good relationship between the sales promotion tools and brand equity and the channel has become the must seriously issue that the tea companies need to consider.First,this study is campaign the most representative sales promotion as a tool to build brand equity research,combing through literature as well as the concept of brand equity,brand equity constitutes dimensions,sales promotion concepts,sales promotion effects on brand equity theory and other related theories,based on the combined analysis of operating conditions of the corporate brand of tea and tea sales promotion activity analysis,then build consumer-based brand equity perspective tea enterprises conceptual model.This conceptual model works as follows:From a consumer perspective,select the currency,two kinds of non-monetary sales promotion methods affecting the eomposition of the four dimensions of brand equity(brand awareness,brand image,brand loyalty,perceived quality)for calculation,Taking into account the characteristics of the tea and the involvement of consumer brand differences,an increase of two variables,namely habitat associations(geographical indications)and involvement as an intermediate adjustment variables.Secondly,this study is proposed research hypothesis based on the eonsumer perspective tea conceptual model of corporate brand equity.Hypothesis include:(1)the effect of the sale promotion to the tea enterprise brand equity;(2)the effects of selling price monetary and non-monetary to the tea enterprise brand equity;(3)the impact of origin associate and involvement;(4)the benefits gain by the consumers from the sale promotion.This study was designed six different questionnaires and release to several major supermarkets in national wide,according to the survey data to test the hypothesis,and then to cetificate that consumer-based brand equity perspective tea enterprises conceptual model.This research does not comply with the past perspective that sales promotion only affect consumer's buying behavior,but support Keller(1998)who proposed consumer-based brand equity model perspective and sales promotion can enhance consumer brand awareness activities to promote brand equity improved.The conclusion of this study is:sales promotion has great and profound impact on tea brand equity.First,the sales promotion is very difficult to allow consumers to establish brand loyalty of tea in the short term.Secondly,the sales promotion can hardly improve consumers' purchase motivations.Unless the tea products can truly meet the needs of consumers(GI tea),Providing benefits that other tea brands don,t have.Third,too many sales promotion activities may cause damage to the tea brand's reputation.On one hand,sales promotion is able to encourage the customer to purchase more of the brand of tea,but at the same time may give consumers a "cheesy" effect.Fourth,this study suggests that consumers should benefit from the perspective of the development of tea enterprise sales promotion methods.Consumer demand as the core of enterprise development,in the process of enhancing the brand value of tea,the company should pay attention to the quality of tea products and tea culture,the quality of tea products and business services are very important to the tea company,so the consumers will think they made the right choice and be secured.Further more,with the rational combination of promotional methods to play to maximize utility,ultimately,on consumers's point of view,the brand has showed a sense of trust and loyalty increase,but also publicize the cultural spirit of the brand,shaping tea corporate brand core values.This study has three aspects of the main innovations:First,based on sales promotion and other related theory's impact on brand equity,through 871 questionnaires to consumers,testing the conceptual model which based on the consumer perspective tea brand equity,which is relatively rare in the perspective of marketing research;Second,the use of sales promotion tools for tea brand equity research,is the very first time in the tea industry.Third,this research is very useful and has great practical significance to the tea companies evaluation of sales promotion,especially on how to design the methods to promote tea enterprises'business as well as enhance the brand equity.