Study On Tea Brand Strategy

In the 21st century , the development of agriculture has entered into a new phase. Though agriculture makes a great progress in the past 20 years, agricultural in our country is still in a preliminary stage that develop from traditional agriculture to modern agriculture, agriculture lacks base, agricultural product quantity changed from shortage to regional and structural excess, buyers market changed into sellersmarket, low quality and competitive power has became the key factor that restrict the increase of agricultural product benefit. Under this background, agricultural brand development has become an inevitable trend and effective mean to realize modern agriculture, an important way to strengthen market competition and increase benefit, it is also a breakthrough point to vitalize agriculture. Accordingly, agricultural brand development is an inevitable requirement in the new stage of agricultural development, an inevitable choice to develop faster, and it has great significance to agricultural in our country at present. Since 1990s, agricultural in our country guided by our government has implemented tea brand strategy, agricultural brand has developed fast, agricultural growers'have strengthened brand consciousness. It shows that lots of agricultural product get trademark registration and some has become well-known trademark or provincial famous trademark. Tea brand develops fastest among them in recent years, it become a dark horse and the most active factor of impelling agricultural regional economy development, so tea industry slao becomes pillar industry of many regional agricultural.This paper systematically studies the tea brand strategy by a case study of Wanghai Tea brand strategy in Zhe Jiang.Firstly, this paper reviews the related theories of tea brand building and analyses the connotation of agricultural brand. Then it points out that regional brand and commodity brand are the two main models of agricultural brand development, and it analyses the connotation of them and relationship between them. More over, it analyses the characteristics of agriculture products'commodity brand and the necessity of tea brand strategy.Secondly, this article analyses the current situation of tea brand. It compares tea regional brand with commodity brand and points out that regional brand is the main form of tea brand developing. After that, we analyse the objective factors influencing tea brand developing and the problems of regional tea brand developing.Thirdly, we study the development process and model of Wanghai tea brand. In NingHai, tea industry leading enterprises form enterprise cluster effect by authorization. They build machining centers and packaging centers and manage the dispersive tea growers by unified management. The effect is obvious, because the popularity of Wanghai tea lifted rapidly, it became one of the most famous tea in ZheJiang, the production scale, yield and brand competitiveness incresed obviously. Wanghai tea brand development model has important significance to other tea brands.In conclusion, we put forward concrete countermeasures to regional tea brand building as follows: establishing developing direction of regional tea brand development, crystallizing the main parts of regional tea brand building, building a perfect quality standard system and strict authorization mechanism of regional tea brand, and realizing a transition of the management from the government to the market. Further more, we point out that government, trade association, agricultural enterprises and farmers are the main body of regional tea brand building, and put forward the striving direction of tea brand building.