Study On The Brand Construction Of Zhenghe White Tea In Fujian Province

In recent years,Zhenghe white tea has been greatly supported by national policies and funds,and the economic benefits of tea have been outstanding,and the tea market has grown rapidly.Has been expanding its politics and white tea,tea enterprise comprehensive strength continuously strengthen,the tea brand awareness is increasing day by day,made a great progress,but in general,is not enough in the influence of politics and white tea brand market,the independent brand cultivation is not enough,the real strength of famous brand are numbered.The brand can gather popularity,associative degree,reputation,credibility and loyalty,and it is a construction process that must constantly self-maintain and improve the development and growth.Zhenghe tea as a rising star,in the process of brand has its unique local characteristics,resource advantage,quality,management innovation and the operation of the novel,and better for the brand construction of deepening and research analysis laid a good foundation.Therefore,the focus on Zhenghe white tea brand construction is the inherent requirement of the government and white tea enterprises to enhance the competitiveness of products,which is also an important bargaining chip for Zhenghe white tea enterprises to compete in the international market.This paper mainly collects the status of the development of Zhenghe white tea,the domestic and foreign tea industry and the status of brand construction.In the form of a questionnaire survey on Zhenghe white tea brand competitiveness and empirical analysis from the Angle of strategy,marketing strategy analysis of tea culture,market construction,the relationship with Zhenghe white tea brand construction,can be concluded that Zhenghe white tea need to get rid of "there are a variety of famous tea without famous brand" phenomenon,pressing for solution to exist in the process of brand building awareness is not high,competitiveness is not strong.on this basis,put forward to strengthen tea enterprise brand awareness and enhance the brand creation ability.The government will increase input to give full play to macro-control functions.Optimize the tea industry structure and enhance the level of brand competition.Strengthen the management of tea garden and raise the level of mechanization.Promote "Internet +" marketing and build a marketing network system.Strengthen publicity and expand publicity channels.To activate the tea culture factor and enrich the connotation of brand culture.