Economic Research On The Dishonesty Of The West Lake Dragon Tea Market

The West Lake Dragon Well tea is famous in China ,but it develop not very well now. it sells bad. What is wrong with the old famous brand? Many kinds of inferior tea exist in the market. The old brand has lost its reputation. Many experts have said that brand building is a method to solve the problem. But I think the problem of the tea is that it has too many brands. The paper has researched the market of The West Lake Dragon Well tea and pointed out Asymmetric information and Shared ownership are the reasons. Besides, the paper have found a suitable path for brand building.Chapter2 is the literature review in Information Economics,Property Economics,Brand Economics..Chaper3 has described the market of The West Lake Dragon Well tea and pointed its characters.Chapter4 has used the Economic principle explaining the Adverse selection and moral hazard.Chapter5 has used Property Economics explaining shared ownership.Chapter6 has pointed the path of remodeling the West Lake Dragon Well brand.Chapter7 is the conclusion.This paper concluded that the West Lake Dragon Well tea market information asymmetry and the issue of property rights led to the tea quality problems, It must rely on the Government, at the same time deny the West Lake Dragon Well tea market is not the thesis raised by many experts "tea market with the brand". This article holds that the market has too many brands and has no characteristics, so the brand can not reduce consumer choice costs.At the same time this paper raised brand integration path.