Research On The Brand Development Strategy Of Baishaxi Dark Tea

Dark tea is one of the six basic types of tea in China,with its special lipid lowering diet,anti-oxidation,fall blood pressure,prevent cardiovascular diseas,such as anti-cancer efficacy gradually get more and more attentions,as we can say,dark tea get into the daily lives of people with vigorous momentum.So far,although the annual production of Anhua dark tea is relatively high,the brand influence is still relatively limited,which is bound to affect the market safety and possession will get in the way of the development and growth of dark tea.The 21 st century is a century of brand,one wants to attract the attention of consumers must have their own brand,so the path of regional brand construction is the inevitable choice of Anhua dark tea.Since has established,Baishaxi tea factory have keep a relatively fast develop speed,being famous both at home and abroad,the success of Baishaxi tea factory,undoubtedly,is a good case in dark tea enterprises.This paper based in the basic situation of Baishaxi tea factory,use the PEST and SWOT analysis method to give a comprehensive analysis of internal and external environment.Through the field investigation and the questionnaire survey,this paper analyzes the spread effect of Baishixi brand from the five dimensions of brand awareness,recognition,preference,satisfaction and loyalty.It is found that Baishixi's overall brand satisfaction and Brand loyalty is low,the brand competitiveness of the weak facts.Finally,from the brand positioning,branding,brand extension and brand management of these four aspects to give a specific strategic,approaching to look forward to provide some guidance to the Baishaxi Tea Co.,Ltd.and other tea enterprises of brand build and promote.