Anxi Tieguanyin Tea Brand-building Strategy

With the development of our country economy, people's income is increasing, people's awareness of health continues to improve, tea as China's national drink, the scale of the market continues to expand rapidly, the total output value of tea industry in China reached 134900000000 yuan. Anxi Tieguanyin tea- China, one of the top ten tea began at the end of the Tang Dynasty, flourished in the Ming and Qing Dynasties, because of its fresh and elegant aroma, smooth taste, unique Tieguanyin tea flavor loved by consumers at home and abroad. After many years of operation and market development, has become the highest visibility, one of the largest market share of tea varieties. Anxi Tieguanyin tea not only become leaderin the tea industry, but also become our country numerous regional brand shining star. Regional brand development has led the development of related industries, stimulating the development of regional economy, the local economic development, improve the living standards of the people played a major role. But in recent years, with the massive expansion of Tieguanyin tea enterprises, the increasing amount of other tea producing area of tea production, Tieguanyin tea market appeared oversupply, prices of the phenomenon, how to keep the Anxi Tieguanyin tea in the industry leading position. Tieguanyin tea enterprises how to survive in the market competition? Brand is an important way to promote the development of tea industry. In this paper, using the theory of brand development, brand strategy of Anxi Tieguanyin are discussed. First gives a literature analysis, under the premise of the research on the tea industry development background, status quo of the development of Oolong tea brand is summarized. Then propose the problems existing in the process of brand based on brand development present situation, for example: low degree of standardization, product brand loyalty is low, enterprise lack of awareness of the brand, enterprise brand development aftereffect is insufficient. Finally, according to the problems encountered in Tieguanyin tea development process, from three angles of government, enterprise, cooperative analysis, puts forward the strategy of brand development.