The Strategy Study Of Brand Building And Marketing About Anji Bai Tea

The building up of the brands is the only way to promote tea competition in the marketing and enhance the development of tea industry. It's also a very important way for the Chinese tea to participate in the international competition. Anji bai tea as a famous Chinese green tea started its brand building late. But it is very effective and successful since the tea has special and excellent quality, the right production positioning, innovative and strict administration, and novel operational models have been taken in its brand development. Now the brand is very popular and has gotten widely recognition in the Chinese tea industry.Brand building is a way needs continuously promotion and development. To make the grand of Anji bai tea more popular and stronger, it needs further study.Based on the comprehensive review of the brand building and marketing both practices and theory domestically and internationally, the current status of Anji bai tea industry, especially its impact on the local economic development and increase of tea farmer's income were analyzed. The importance of Anji bai tea industry in the local agriculture development and the brand building up to further increase its impact was discussed. Based on the survey of organization models of Anji bai tea, the basic information of tea producers and branding development in tea enterprises, the comprehensive competition capacity of main tea producing enterprises was calculated by using some mathematical statistics methods. The main obstacles facing the further development of the brand have been found. And basic ideas for the development of the Anji bai tea industry were proposed. All these results have supported the improvement of the strategies on the brand building and marketing of Anji bai tea in both theory and practice.In this study, the current situation of Chinese tea brands development, the operational models in the brand development were investigated. The successful experience as well as existed problems in the brand of Anji bai tea is discussed.At the end of the paper, based on the above study, According to the main problems facing in the brand development of Anji bai tea, the paper proposed the following major strategies for the further development of this brand:Firstly, paying attentions to the key enterprises, changing the current situation of each company whether small or large having their own brands, through integrating these strong enterprises into a Aaji bai tea group to promote the benefit of the brand by expanding the business scale of the group.Secondly, insisting the perspective of scientific development, breaking the territorial bound using a core of key enterprises and advantage of the brand, further expand the band and production scale by cooperation, purchasing a share, contracting the mountainous and hill land in other regions to cope with challenges.Last not least, emphasizing on the cultural development and marketing promotion of Anji bai tea. The promotion of the market strategies can be regulated by the view point of customers on the price of the product. The marketing emphasis will be changed into the brand experience from the brand image, enlarging the impact of the brand by designing and using the attracting and classic advertisement, and promoting the reputation and loyalty of the brand based on its popularity.