Astudy Of Fuding White Tea Branding Strategies

Fuding city is located in the Northeast of Fujian Province, which is famous for the white tea production and its long history of cultivation. White tea export has been in a leading position with a strong momentum of development of this city. According to statistical report 2016, the existing tea plantation area is about 21.5 million acres, while annual harvest area of Fuding city is around 18.5 million acres. In 2015, the output of total tea reached 20.9 kilotons, among which white tea reached nearly fifty percent. The value of raw tea output was 1.1 billion yuan and the total tea output was 2.9 billion yuan. More than 40 million people were involved in the tea industry and per capita income of tea farmers was about 3600 yuan.In 2015,the total tax of tea enterprises of the whole city was up to 1814.1647 million RMB, accounting for 0.7 percent, among which 6 of them was up to 100 million RMB tax, and 13 between 10 and 100 thousand RMB tax.Fuding export the high-quality white tea but foreign sales of white tea products at low, mid-range, and by tea marketing associations and other intermediaries, the sales price is relatively low. Many companies are still in the development process, facing some problems and deficiencies to be solved, such as the processing of small businesses, business size, enterprises processing standardization, improvement in cleaning. Furthermore, white tea brand is not strong, publicity is not enough, the impact of other brands and other serious problems. In this study, white tea brand development was analyzed. It is pointed out that white tea has the geographical environment, government support for large, long history of cultivation, rural e-commerce driven and green tea consumption fashion and other advantages and opportunities. However, there is the lack of sales, the lack of standardized production, improve the green trade barriers and other disadvantages and threats. Secondly, the questionnaire was designed to examine the SWOT analysis of the impact of Fuding white tea brand development in the external environment and analyzed the factors from industrial policy, its own development, marketing, consumer culture and five levels of tea. Then, calculate the strength of the essential elements of the four dimensions of Fuding white tea brand development strategy based on the valid questionnaire, and the total strength coefficient calculated four dimensions to construct the center of gravity of Fuding white tea brand development strategy. Finally, based on empirical analysis from the fourth chapter, Fuding's white tea industry should take WO-type strategy to adjust its brand strategy development in future, namely seizing new market opportunities to slow down the impact of disadvantage and overcome the weaknesses of its own development in white tea enterprises. Then some strategies are put forward, such as brand building and upgrading, construction of ecological tea, tea culture construction, promotion and market transformation and upgrading, and technology innovation and quality control.