Study Of Product Identity System Of Jasmine Tea In Fujian

Fujian is the origin of the jasmine tea. The jasmine tea in Fujian is one kind of famous tea,which enjoys the fame as"You can smell the odour of spring in Chinese Scented tea"Because of its delicate fragrance and excellent quality,the tea sells well both at home and abroad,the production and the export amount of which have once occupied the first place In China.However, under the influence of some environmental factors such as society, economy and technology,Fujian jasmine tea as the competitive industry in the past becomes weakened in market competitiveness now.Good image as a kind of productivity helps to promote the development of the industry in the fierce market competition. With the change of living standard and consumption concept of consumers, more and more Chinese enterprise note that it is important to introduce the strategy of Corporate Identity System (CIS) and to establish the good corporate image. However, according to the relevant information, for the lacking of funds and awareness in CIS,many small and medium-sized enterprises(SMEs) who concerns in how to sell out their products,will not consider inducting the CIS strategy directly. Therefore, it is realistic for SMEs to introduce the Personal Identification System(PIS)strategy that can realize the maximization of their profit in the short-term period. In view of the background of Fujian jasmine tea industry and its smaller scale features,developing and inducting the PIS strategy as breakthrough point will help to get rid of difficult plight and to promote the Fujian jasmine tea image.Basic knowledge and related terms of the PIS were introduces firstly in this paper. Through the way of market surveying, expert interviewing as well as literature consulting, Fujian jasmine tea industry's background and enterprise's features are especially analyzed.What's more, the principle of designing, the constitution of content and the establishment of mode are proposesd.Then the market image and product image localization of Fujian jasmine tea are also analyzed.Finally,both the difficulty of product image designing for Fujian jasmine tea and its corresponding measures are put forward.