Research On Cross-cultural Marketing Strategy Of Anhua Tea Brand In Xinjiang Region

Anhua, Hunan, known as “the country of black tea” in China, is famous for its teasince ancient times. As early as the years in Wanli of Ming dynasty, Anhua black tea weresold to Qinghai, Xinjiang, Inner Mongolia and other provinces or regions, for the sake ofstabilizing the frontier and promoting national unity. Now, black tea is still essential in thepeople’s life of northwest minority areas. However, their impression of black tea is limitedto regard it as an indispensable raw material of making milk tea, which is cheap and shoddy,and does not promote it to the level of “health tea and cultural tea” as we have advocated inrecent years. Besides, although most of the black tea sold in Xinjiang region is from Yiyang,Hunan province, the national policy requires that the price of pin tea sold to Xinjiangshould be no more than200dollars a share, which almost means a loss at economic side.Therefore, how to seek breakthrough of the original single loss marketing model of pin tea,need change the strategy so as to make consumers transform the idea of black tea as thenecessity of life, and open the high-end market of tea consumption in Xinjiang.Firstly, after referring to the relevant data, this thesis studies the historical relations ofblack tea and Xinjiang, aiming to reestablish the historical feelings of Xinjiang peopletowards Anhua black tea, thus combining the two aspects closely together on the historicalside. Secondly, by conducting the site survey in Xinjiang region, the thesis analyses thebrand awareness of black tea in the Xinjiang market at present. All the consumers inXinjiang know the “brick tea”, but they don’t realize that “brick tea” is a kind of black tea;brand awareness of black tea remains to be strengthened. Meanwhile, based on the survey,the thesis puts forward the existing problems on brand promotion, such as low namerecognition, shortage of advertising and promotion, lack of unified management, lessprofessional marketing personnel, and so on. Finally, this thesis combines thecharacteristics of black tea with cultural features of Xinjiang region, applies the relevanttheories of brand, brand promotion and cross-cultural exchange, to make a targeted analysison how to promote Anhua tea brand in the different cultural background of Xinjiang region. In the stage of brand width promotion, it needs to design the specific packaging andadvertising of Xinjiang region, hold section association for promotion, set up unified brandmanagement, use the micro letter, etc. In the stage of depth brand promotion, it can designgifts with national characteristics, use national holiday to conduct interactive promotion, tocustomize the black tea according to consumers’ needs, etc. In the stage of brandmaintenance, we can have event marketing and public welfare activities. All the measuresare specific, targeted, and with strong operability, which is not available in the previousrelated research of Anhua black tea.The brand promotion of Anhua tea is conducted under the background of specificnational culture in Xinjiang. The research totally focuses on the consumers’ cultural needs,making targeted plans and schemes, promoting localization. At the same time, maintainingthe brand image of Anhua black tea in Xinjiang requires the participation of thegovernment, and also the supervision towards the behaviors of enterprises through theindustry association.By combining the theory with practice, the thesis finds out the existing problems ofthe brand promotion of Anhua black tea in Xinjiang region. In addition, the thesis proposesdetailed brand promoting strategies related with the cultural characteristics of Xinjiangregion, which has certain reference value in the promotion of Anhua black tea in Xinjiangregion.