Research On Brand Marketing Of Fuding White Tea Based On Positioning Theory

Fuding white tea has a long history,wide planting area and distinctive brand characteristics.After decades of precipitation,Fuding white tea has made rapid progress.Especially in the environment of "cold winter" in China's tea industry in recent years,Fuding white tea has risen against the trend and attracted many attention.As an long-history agricultural product,although Fuding white tea has invested a lot in brand building in recent years,its achievements are quite abundant,but there are still some limitations,such as limited influence and insufficient communication power.This paper makes a deep analysis of the theory of brand positioning proposed by Trout,and puts forward four steps to build brand positioning.By clarifying the Fuding white tea brand development path,carefully find out shortage;on the basis of Fuding white tea development reality,facing the new marketing environment,the new media environment,make a full analysis of the product and the brand situation of Fuding white tea,then find out the brand characteristics of Fuding white tea:with multiple attributes,unique marketing position,but lack of new marketing way;Thereout,propose the possibility of constructing a brand marketing mode based on the brand positioning theory for jointly win.Based on the theory of brand positioning,analyze the brand status of Fuding white tea and the possible location factors,refining the unique highlight,and find out the corresponding support points,then focus on the point of "sunshine healthy tea".After that,put forward some relative marketing strategies.In the implementation process of the multi win marketing mode,we should fully utilizing the functions of the government;apply the brand positioning theory to the government's macro work,so that it can provide effective guarantee for the overall development of Fuding white tea industry.The subject summarize the brand theory research achievements at home and abroad,analysis the positions of Fuding white tea industry and Fuding white tea brand with the brand positioning theory;through the execution of the four process in brand positioning theory cut into the analysis of the Fuding white tea industry environment,through market survey and data analysis find effective segmentation conceptthe and corresponding support points;and refine the support points into communication theme,applied to the actual process of Fuding white tea industry.Through the construction a cohesive and multi-win marketing mode based on the brand positioning theory,make exploration from two aspects of practice and theory.It includes the integrated marketing form led by the government,the state owned enterprises and the tea enterprises,and also under the marketing model,the role of the government and the state-owned enterprises.It should be highly practical and operational.Analysis of the marketing model of this paper for jointly win based on the brand positioning theory,enrich the research system of brand theory,and make positive exploration on the practice and application of the brand positioning;by the research of Fuding white tea which is the rising star in tea industry,seek the coping strategy to of the new marketing environment and media environment in the implementation of the agricultural industrialization and branding process,and then produce result a valuable marketing system in theory on agricultural products brand.