Research On The Brand Development And The Brand Communication Of Ya’an Tibantan Tea

Ya’an tibetan tea is the most exclusive agricultural resources in Ya’an, and as theone kind of dark tea,with a long history, Ya’an tibetan tea occupies an importantpolitical, cultural, economic status in the ancient Tea-Horse Road history. In recentyears, the overall trend of the domestic tea market is green tea still maintained a strongposition, but the development speed is to reduce, and the dark tea is particularly inYunnan Pu’er tea, Hunan tea as the representative of a dark horse on the market inrecent years. While the recent4.20Ya’an earthquakes also make the past unnameablesmall town,receivedl attention and watchful eyes all across the nationa. In thisopportunity,how to build Ya’an tibetan tea Regional Brand,and especially incommunication for the most people to know, understand, and favorite Ya’an tibetan tea,has become a worthy topic to explore.This paper tries from "regional public brand","brand communication strategyresearch" two theory, and the reference to the Yunnan Pu ’er tea market operation andWuyi rock tea culture spread to discuss the development process of how to create andspread area public brand so that the Ya’an tibetan tea market awareness and marketposition can greatly improve.