Fu’an "Tanyang Kongfu" Tea Brand Promotion Research

It is important for government to improve efficiency of agriculture, boom village, and raise salary of the farmer. Tea industry is one of the top three advanced industries in Fu’an city where one of Chinese top ten production bases of tea. Tanyang Kongfu which is a famous enterprise in this industry has won an initial success based on overcoming many crests and troughs. However, how to increase the brand value of Tanyang? How to make more widespread of Tanyang quickly and efficiency? How to let Tea Industry really make a contribution to The Three Rural Issues and simultaneously bring brand effect in? These problems should be solved by Fuan’s government, the industry association, the related enterprises, and the tea farmers.Nowadays, there are so many problems and restrictions to popularize Tanyang. Thus this paper is expected to pick out some useful suggestions for related departments based on a qualitative and quantitative analysis which includes the current situation of Tanyang, the problems and restrictive factors of development of Tanyang. The research architecture of the paper is:The first part, current situation analysis. The purpose of this part is pointing out the achievements and weaknesses of theory of Tea around the whole world. The most important thing is describe objectively the current situation of popularizing the brand of Tanyang by an object investigation of related departments.The second part, problem analysis. This part presents that the problem and reasons and restriction factors of popularizing the brand of Tanyang based on the previous part. The main problems contains that the lack of publicity of brand culture, strong competition in the market, lack of sales area, unexpected production quality, and lack of mature technologies.The third part, advice solution. There are some suggestions for Fuan’s government, the industry association, Intermediary promotion organization,the related enterprises, and the tea farmers. Eventually, we find that in order to further the brand of Tanyang, there should be a efficient and effective coordination and cooperation among the five related entities. Some innovation plans of the brand sense and brand strategies are expected. We tend to believe that there will be a perfect consequence of Tanyang via the effort of the four related entities.