The Wuzhou Six Fort Tea Brand Construction Study

Age of branding, to improve the market competitiveness of the business or product, you must attach importance to and strengthen brand building, brand building strategy, the implementation of scientific and effective tactics to increase the brand value of the assets and brand competitiveness, so that enterprises ormarketing to occupy and maintain long-term dominant position.This article take the Guangxi Wuzhou tea brand building as the research object, trying to brand building theoretical framework, exploration suits Wuzhou regional characteristic, resource advantage and industrial characteristic of tea brand construction measures.First took literature, market research methods, a more detailed description of the six Fort tea industry development status, advantages and disadvantages of six Fort tea brand building process conducted in-depth analysis, found that tea raw material base construction is lagging behind, industry, the overall size of the low level, the concept of brand awareness is weak, backward means of marketing communication, the lack of tea culture to explore, as well as the lack of basic research support, is the bottleneck factors restricting the development of six Fort tea brand, thus provide an objective study of the later basis. Secondly, through the questionnaire, the methods of the expert panel to explore the elements of the six Fort tea brand competitiveness, and the analytic hierarchy process in order of importance, in order to identify the main direction of the six Fort tea brand building. Finally, the principles and objective basis of the six Fort tea brand positioning are discussed in detail, and the actual combination of six Fort tea category positioning, functional orientation, leading positioning, differential positioning, grade positioning the suggested position. At the same time, drawing on relevant knowledge of the SWOT analysis, brand-building theory, competitive strategy theory, discussed the advancement of the six Fort tea brand building strategy. Made the following recommendations:six Fort tea brand building to fully rely on and strengthen the advantage of Wuzhou region’s natural resources, tourism resources, to take strict six Fort tea quality management, the use of integrated marketing strategies, expand the cluster of six Fort tea industry, as well as to strengthen the construction of tea culture and basic medical and scientific research strategy, which is also six Fort tea brand development direction...