| Tea industry has always been supported by the Yongchun local government and has become one of the pillar industries there. Nowadays tea industry chain has begun to take shape in the way of tea-seedling, tea-plantation, tea processing, tea products packing, in tea-leaf machinery marketing as well as combination of production and study, thus becoming the main source of income for Yongchun county. Yongchun is famous for Foshou Tea, Tieguanyin Tea and Minnan Shuixian Tea, especially Foshou Tea. Yongchun Foshou Tea is an improved breed of Oolong tea with a long history and splendid culture. It has become a product of geographic indication which registered in SAIC (China’s State Administration of Industry and Commerce).In recent years, with the development of geographical indication, the regional brand, Yongchun Foshou Tea, is also ever-accelerated. This thesis analyses the reasons why the regional brand, Yongchun Foshou Tea, cannot make a breakthrough and is far beyond the regional famous brand such as Tieguanyin Tea from Anxi, Dahongpao Tea from Wuyi Mountain, Pu’er Tea from Yunnan province in marketing, brand positioning and reputation. The reasons are including the unclear in brand positioning, unsound in sales channel, lack of professional marketing team and leading enterprises.During the research for this subject, a large number of home and abroad references and practices which related to regional brand popularization in agriculture products have been consulted. By analyzing the history background of Yongchun Foshou Tea, the quality of tea leaves as well as the internal and external environment for Foshou Tea, the brand development strategy for the regional brand, Foshou Tea, is made. By combining with the current situation of regional brand, Yongchun Foshou Tea, this thesis explores the problems they met at previous brand popularization, such as the absent of professional perspective, the unsound sales channels, the lack of leading enterprises which are powerful enough to assist Yongchun Foshou Tea. According to the above problems, this thesis comes up with the target customer group, brand positioning, as well as the design of brand connotation for Yongchun Foshou Tea and do the best to build a unified image in brand identification for customers. Firstly, by using the method of integrated marketing to promote the regional brand, Yongchun Foshou Tea, this thesis clarify the idea that the main marketing participant should be explicated and creative tea activities which are based on the customers should be held and cultural popularization for Yongchun Foshou Tea should be given great impetus. Secondly, on the basis of current brand life cycle for Yongchun Foshou Tea and the strategies of media portfolio, brand idea for Yongchun Foshou Tea should be established by the means of advertisements, especially advertising on movies, TVs, micro media as well as the platform made by chamber of commerce. With the help of leading enterprises which are famous regional brands, for instance, Anxi Tieguanyin Tea, Wuyi Mountain Dahongpao Tea, use bundling sales to extend the market for Yongchun Foshou Tea. Besides, by the means of micro media, some nationwide apps, particular in popular microbolg, wechat, ect to market Yongchun Foshou Tea. At last, this thesis puts forward the symptoms of brand crisis which Yongchun Foshou Tea may come across as a regional brand and focus on how to prevent Yongchun Foshou Tea from brand crisis. Meanwhile, at the last part of this thesis, we emphasize the safeguard of brand popularization for Yongchun Foshou Tea should be regional brand popularization mode which leading by local government, assisting by tea trade association of Yongchun county, participating by leading enterprises. On the other way, we suggest that supporting facilities should be improved and perfected in Yongchun county to bring development in other related industries and make sure brand popularization for regional brand Yongchun Foshou Tea can be effective implemented. |
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