Study On Brand Marketing Strategy Of Changlong Tea In Lianjiang County,Fujian Province

Regional economic development is not only closely related to farmers' life,but also one of the most important parts of the national economic development.In the face of the competitive market environment,the number of small and medium-sized tea enterprises in Changlong Town,Lianjiang County,Fujian Province,has been increasing.The development model of tea enterprises in the town has changed from single operation to diversification,and the enterprises have started to manage their brand.However,the ability of one single company to facing the market competition and pressure is weak,and be poor at brand marketing as well.It is a really important strategy for these small and mediumsized enterprises in the same region to promote the whole marketing after umbrella shaping the regional brands.In this research,Changlong tea in Lianjiang County of Fujian Province is selected as the research object.The paper reviewed the situation of Changlong Town,and studied the present situation of Changlong tea enterprises and analyzed the existing problems,then put forward the strategy of marketing brand of Changlong tea.This paper is divided into six parts:The first part clarifies the background and significance of this research,reviews the status quo of brand research at home and abroad,regional brand,research status of agricultural products brand,and expounds the research methods,technical route and innovation.The second part introduces the concept and theoretical basis of this research,defines the concepts of brand,regional brand,and expatiates on the theoretical basis of brand relationship,brand marketing and brand umbrella.The third part of the combination of field investigation to understand,through the perspective of brand relationship from the product,operators,consumers,market environment and other four aspects of the system to explore the Changlong tea brand management problems in the deep,in order to identify Changlong tea brand marketing strategy basis.The fourth part reviews of the gannan navel orange brand marketing,as well as Anxi Tieguanyin,Fu An Tan Yang Gongfu tea and other regional brand marketing advanced experience and methods,and summed up the brand strategy to inspire the development of Changlong tea brand.In the fifth part,afer analyzing the Changlong tea and other brands' successful experience,the author puts forward the concrete strategy of brand marketing of Changlong tea brand,especially the use of regional brand umbrella theory to construct the concept of corporate brand under the brand umbrella of Changlong tea area,with a view to improve the influence and competitiveness of Changlong tea brand,and further develop the domestic and foreign markets of Changlong tea,to achieve Changlong tea brand and corporate brand mutual promotion,coordinated development of benign interaction.The sixth part is the conclusion and prospect of this study.