Study On The Strategy Of Brand Building For Anhua Dark Tea

Anhua Dark Tea is one of the six major types of tea in China. It is mainly produced in Hunan, Sichuan, Yunnan, Guangxi, and Hubei Province. Recent years, Dark Tea has attracted more and more attention from consumers because of its special functions of losing weight, antioxidation, lowering blood pressure, preventing cardiovascular disease, and cancer-fighting, etc. So we can see that Dark Tea is thriving into people's daily life. In the 21st century which is dominated by brand, a product must form its own brand if it wants to attract people's eyes. Now the status quo of Anhua Dark Tea is that with a high yearly production, is still cannot create a considerable output value because it has no brand that can be memorized by the consumers. Therefore, if Anhua Dark Tea can take this opportunity to expand its markets at home and abroad and develop a famous brand, it will surely see a broad prospect. So regional brand building has become a must choice for Anhua Dark Tea.Through digging into the history, culture, and ecological resources advantage of Anhua Dark Tea, this research analyzes the market circumstances of Anhua Dark Tea from three aspects of society, policy and competitors. There exist a lot of problems that should be paid attention to in the brand building of Anhua Dark Tea. Through the design and implementation of the questionnaire this paper investigates the potential customers and brand competitiveness of Anhua Dark Tea. Based on the investigation it makes a set of brand communication effect evaluation system for the evaluation of brand competitiveness of Anhua Dark Tea and finds that the brand satisfaction of Anhua Dark Tea is still quite low, and that the competitiveness of its brand is far not enough. Finally, it proposes a specific strategy of building a brand marketing strategy alliance and seeking for methods of regional brand building according to these problems in order to provide some help for developing Anhua Dark Tea culture, further build the regional brand of Anhua Dark Tea, and seek for a more broad market.