| The tea brand promotion is a major issue of tea industry in China, and it is also a hot issue in tea science research. Sichuan province is the main traditional areas of tea production, and MingShan county is one of the three main areas of Sichuan tea. Under the background that industrial structure adjustment, production capacity, quality and efficiency have been promoted by tea industry, the bottleneck of "Mengding tea" brand process urgently need to make breakthrough.The twenty-first century,the global agricultural development has entered a new stage. Globalization, specialization and corporatization is a development direction of modern agriculture,and it is the basic requirement for modern agriculture to provide standardized and branding products. As a whole,Chinese agriculture is still at the primary and intermediate stage from traditional agriculture to modern agriculture development. The international market of agricultural products has become increasingly brutal in the domestic market after China became one of the WTO members. It will put forward strict demand on agricultural production, the tea is no exception. The brand development of tea industry is a long approach, and it is also a long way to promote the brand of "Mengding tea" in the development of "Mengding tea" industry.In this study, the cultivation, processing, circulation, consumption of "Mengding tea" and development planning of MingShan county tea industry were investigated by fieldwork, sampling statistics, documents arrangement, expert consultation and so on. Then, the limiting factors of "Mengding tea" brand promotion were analyzed. Combined with national tea production, sale and tea industry development planning of Mingshan County, Some countermeasures and suggestions are put forward to promote "Mengding tea" brand in order to provide beneficial reference for MingShan county tea brand extension.Based on the concept and connotation of brand and brand promotion, the present situation of "Mengding tea" brand promotion were analyzed in Mingshan county, A series of strategies of tea brand promotion were analyzed from brand relationship, brand extension and brand communication by using the development of successful agricultural products brand of Japan and the United States for reference.This study concluded that the restriction factors of "Mengding tea" brand promotion are as following several aspects. Firstly, the tea quality is uneven. Secondly, the product standard is not clear. Thirdly, technical team is still backward and professional talents lack. Fourthly, the tea production and management enterprises to the degree of attention of the tea brand is not enough. Finally, there is lack of enough brand culture and propaganda. At the same time. the limit in the promotion of "Mengding tea" brand were analyzed from the source. The main restriction factors of "Mengding tea" brand promotion might be the diseased tea quality monitoring, the scarce human resources construction, the insufficient brand culture consciousness, the weaken enterprise strength, the poor operation and management level, and the low degree of mechanization in tea plantation and the poor infrastructure.This study also concluded that the strategy of "Mengding tea" brand promotion is the breakthrough point and key revitalization through the whole Mengding county’s tea industry. "Mengding tea" brand promotion should be improved from the following five aspects. Firstly, the plantation base of "Mengding tea" should be improved, including strengthening the construction of tea plantation base and improving the capacity of seed-breeding ability. Secondly, we should accelerate the development of tea enterprise, including promoting enterprise management level and improving the standards of tea products system construction. Thirdly, we should reinforce the effectiveness of support and guidance for tea industry, including great support and enhancing the promotion of tea culture. Fourthly, we should optimize "Mengding tea" market promotion, including aiming at "Mengding tea" market positioning and developing market channels. Finally, the auxiliary function of industry association should be enhanced,including molding authority of industry association and strengthening service of industry association.In conclusion, this research suggests that the enterprise transformation and industrial upgrading of "Mengding tea" should make brand as the first and make quality as a foundation. It also should close ties to the market demand, increase the intensity of product research and development to build "Mengding tea" brand, and obtain additional value and market space. Green ecological is the direction of "Mengding tea" industry. We always adhere to the sustainable development, adhere to the "sustainable production, sustainable brand, sustainable culture" to ensure business efficiency, not destroy the natural environment and positive heritage tea culture, make "Mengding tea" achieve sustainable development. |
