Research On Brand Building Of Sunshine Green Tea In New Media Environment

Rizhao green tea is from one of the three coastal tea areas in the world, which is also the tea area with the highest latitude in China. The temperature difference between day and night in the growing environment is large, which is good for the accumulation of nutritions. The tea tastes mellow and pleasant with high-healthy value. In recent years, the production area of Rizhao green tea experiences massive expansion. The production conditions and the quality control levels of green tea differ greatly, thus the tea quality is also uneven. Occasionally nonlocal tea passes fish eyes for pearls, which has seriously affected the regional brand image" Rizhao Green Tea"as a whole. How to make use of the new media express and stand out in the regional brands is worth considering for each tea enterprise. Shenggu Mountain Green Tea adheres to standardized brand and scale operation since its inception. Relying on its excellent quality. Shenggu Mountain Green Tea has become the representative brand of Rizhao green tea. It goes abroad and achieves the sustainable development of foreign trade of agricultural products.Shandong is a big province of tea drinking in China. Shandong tea has to face the awkward situation of superior quality with low prices. Inadequate competitiveness has been the bottleneck restricting farmers and enterprises from increasing income for a long time. According to China agricultural product regional public brand value ranking in 2015, Rizhao green tea ranked first in Shandong province, but only 163rd in the nation. Only by improving the quality of tea leaves and carrying out brand construction can enterprises enhance consumer awareness and earn a place in the Chinese tea market.This paper is divided into five parts. It firstly elaborates related subject contents of this paper, the research status at home and abroad and explains relevant concepts involved, then analyzes the recessive and dominant elements of brand communication of Shenggu Mountain Green Tea. Lastly, it analyzes the influence on brand communication of new media and discusses how could Shenggu Mountain Company seize the communication opportunities of new media for brand shaping. In the end author’s think about brand construction of new media and deficiencies in the brand communication of new media, which requires tea enterprises to pay attention to the new brand communication channels brought by new media and take advantage of traditional advertising, public relation and other modes of transmission so as to make the brand last longer.