The Brand Communication Research Based On The Perspective Of SWOT Theory-A Case Study Of Zhu Ye Qing Tea

ZhuyeQ ing Tea Industry co., LTD., was founded in 1998. It is the key private enterprise of Sichuan Province, which was sets product development, tea garden cultivation, refined processing, tea culture tourism as one. The main brand product of this company is ZhuyeQ ing. ZhuyeQ ing tea which was originally a kind of unknown "Emeishan Tea", after the ten years of brand transmission operation by O gilvy & Mather company, which is the 4A brand marketing group of the United States, sets the company’s trademark, brand and name integrated together, and created the successfully and a high-end luxury brand of tea.However, as the change of macro political and economic situation, appears to be plain sailing Zhuyeqing tea which gradually into the bottleneck of the develop ment. How to cope with the increasingly complex tea market of Zhuyeqing tea? How brand communication of Zheyeqing proceed in the future? The author combines the practical experience in ApexO gilvy which is the brand strategy partner of Zhuyeqing, using a large number of business data from the enterprise internal research, to deeply analyze Zhuyeqing tea brand communication, in order to solve the troubles of Zhuyeqing tea at this stage through the exploring the past successful experience of Zhuyeqing tea. At the same time, the author hopes that through the analysis of Zhuyeqing tea brand communication strategies, can provide a train of thought enlightenment and reference for Chinese tea industry development.The structure of this paper uses SWOT analysis theory, mainly combs and analyzes, concludes and summarizes the data of brand spread for decades, to conduct a comprehensive analysis from the view of strengths, weaknesses, opportunities and challenges. The concrete research of this paper mainly divided into five parts: The first part is introduction, mainly related to the research background, research questions, and significance of topic source, with surrounding Zhuyeqing tea brand communication as the core to the existing research literature review, and the research train of thought after design; The second part is the analysis of SWOT theory, combing the existing application SWOT theory category; The third part is using SWOT theory to analyze Zhuyeqing tea brand, which is mainly according to the internal and external data and SWOT analysis model establishes the strengths, weaknesses, opportunities and challenges of Zhuyeqing tea in its brand communication strategy.The fourth part is based on the results of the analysis and put forward strategic suggestions. The author thinks that Zhuyeqing tea which can be taken in terms of brand communication SO growth strategy and ST cautious attacking strategy, using strategic advantage to hold your opponent’s development, to obtain developmental opportunity. The fifth par t is the summary and conclusion of this study, teasing out the referential experience of the Zhuyeqing brand in its brand communication and the deficiency of this study.