Research On Brand Construction Of Tea Based On TBCI

China's tea has a history about 5000 years since Shennong find the tea,and also China is the country with the longest tea history and largest amount of tea production in the world.In recent years,the total planting area,total production quantity and total output value of tea in China have maintained a growth trend.In addition,it has formed six major tea series and thousands of tea products brand.However,China's tea industry also has some problems,especially in the tea brand building.At present,the current status of tea brand in China is that too many brands,weak brand awareness,weak brand protection,famous tea without famous tea brand,and weak brand competitiveness in the international market.However,in the United Kingdom which does not product tea has a world-class "Lipton" tea brand,and its tea output value can reach 2/5 of the total output value of China's tea.So in multitudinous tea brands,the questions such as what brands will consumers choose from the alternative brands set,how to ensure that a tea brand can win in the fierce market competition,and how to build a tea brand,which led to the author's thinking.Based on the theory of brand economics,this paper analyzes the brand credit of two tea brands by case analysis.In addition,according to the difference analysis results and the design process of brand credit,this paper puts forward some countermeasures and suggestions for the construction of tea brands in China.This paper includes 6 chapters.The first chapter is the introduction.This paper puts forward the question of how to build tea brand in China in the research background part,and introduces the research perspective of brand economics,case analysis and qualitative analysis,etc.in the research method part.The second chapter is the literature review and theoretical basis,which discusses and summarizes the research of brand building,tea brand building,the method of brand value evaluation in the part of literature review,and introduce the basic concepts of brand economic and brand credit model which is the application model of the brand engineering.The third chapter and the fourth chapter are the main parts of this paper,which use the model of brand credit to analyze the brand credit index and credit rating of the example tea brands:"Lipton" and "Deepure".The fifth chapter is comparative analysis based on the first two chapters.The TBCI value and the brand premium rate on the "Lipton" and "Deepure" were calculated respectively,and the difference was found and the reasons were analyzed in this chapter through comparison.The sixth chapter is the suggestion,through combining the analysis of the previous content;the paper puts forward the countermeasures and suggestions for the construction of China's tea brand.