A Research On The Construction Of Wuzhishan Black Tea

Tea planting in Wuzhishan has a long history, which is the traditional agricultural industry in Wuzhishan City and principal source of income for local farmers. It brings a large local impact, productive efficiency and strong radiation effect. Because of the first-class ecological environment and the superior geographical environment in Wuzhishan, the quality of tea is excellent and it tastes good. But, it isn’t as famous as Baisha’s Green Tea and Chengmai’s Bitter butyl tea in Hainan province. Wuzhishan’s tea is facing the "Excellent" but "Unknown" predicament at present, so brand building is a pressing matter of the moment.Wuzhishan has began the way to the construction of the brand building, since Wuzhishan black tea was signed by the national Ministry of agriculture in geography in November 2015. At present, Wuzhishan black tea has been developed to localspecialties in relevant market but its industrial strength is so weak relatively that can not play its advantages and energy and can not compare with the well-known brands in the international market. Wuzhishan black tea now is facing the problem that how to be a famous one. There is an important opportunity to build brand for Wuzhishan black tea, because it also showed strong plasticity at different sides and owns a very broad future in innovation.This paper takes the Wuzhishan black tea as the research object, trying to explore the theory of the construction of Wuzhishan black tea brand through filed research and data collection to summarizes the current situation of the development of this industry and than find out the suitable way to build brand.First of all, this article from the relevant literature research brand building theory, thr ough the field research visits and the collection of information on the development of the industrial development of Wuzhishan black tea, pointing out the problems existing in industrial development, and carrying out a SWOT analysis. Research shows that the small industrial scale, the lack of leading enterprises, fuzzy market positioning, lack of brand awareness and marketing propaganda is the bottle neck of Wuzhishan Black Tea brand development.Second, by successful experience and Inspiration of Lipton Pu’er and Tieguany in three well-known tea brand construction, through comprehensive analysis and questionnaire interview, the paper proposed Wuzhishan Black Tea brand building includes enterprises factors, government factors, consumer factors and other factors such as the four major categories of 14 kinds of factors. Through the questionnaire and analysis of 14 factors by AHP method (AHP), we can find that the Wuzhishan Black Tea brand building’s focus and the main direction. Analysis shows that the quality of tea, consumer awareness, brand positioning, marketing communication and other factors of brand building weight ranking is the key factor, and industry planning, process development, brand culture, Regional brand protection and other factors still need to intensify the short board compensation, providing guarantee for the successful construction of the brand power.Finally, the article from the brand positioning, Integrated Marketing Communication, "Internet+" marketing, brand culture construction to put forward specific measures to promote the construction of the Wuzhishan Black Tea brand, and protection measures in two aspects of enterprise and government. Paper also provide decision-making reference for the Wuzhishan Black Tea brand building, for the sustainable development of the industry and expand the balance of value creation to provide ideas, to further enhance the Wuzhishan Black Tea brand visibility and influence, let the Wuzhishan Black Tea brand building become well-known regional brands in China.