The Study On The Strategy Of "QH" Brand Activation

With the development of market economy and the continuous upgrading of consumption structure,consumers are no longer easily satisfied with the basic "survival" consumption and pursue the quality type of "life" consumption.The recognition of brand consumption has been a common consumption behavior.Brand is not only a recognition mark,a spiritual symbol,a value concept,is the core embodiment of excellent quality,for enterprises,brand more represents the core competitiveness.It has become an important content of the tea enterprise to promote and consolidate the market position and promote the long-term development.The Province of Anhui as a major agricultural province and tea production province,has rich brand resources,but in recent years Anhui tea production and market share has been continuously reduced,some tea brands also do not have the past glory.How to activate some of the aging tea brand in the province,make the brand to,and finally win the recognition of the consumers in the market,is the urgent need to solve the problem of the development of tea industry in the province.Tea brand aging caused by the province,Make the enterprise in a fast-changing market in an unfavorable position in the competition of the many reasons,some scholars have done in a number of articles related to research.These reasons can be summarized as planting scale,innovation,product quality and price,market information,logistics transportation,tea tax burden,economic and financial environment,trade system,similar competition,brand consciousness,and so on.Since the economic development has developed from the agricultural economy,industrial economy and service economy to the experience economy,the goods and services on the market are extremely abundant.The consumers are not only concerned about the quality,technology,secret recipe or special skills,but also.Pay more attention to the consumption experience,so the real experience of consumption becomes more important.This article takes the aging of QH brand as the research object,based on the previous research results of the brand aging and brand activation,and analyzes and activates the brand aging from the perspective of authenticity.The paper proposes to excavate,spread and protect the activating elements of brand from objective reality,construction authenticity and self,to provide new ideas for the activation of tea brand,and to provide reference for reviving the tea brand of QH.It is beneficial to improve the core competitiveness of the related enterprises,improve the quality of tea and develop new varieties,and bring about positive significance for the development of tea industry and the poverty of the mountain farmers.