Research On Integrated Marketing Communication Of Tianzun Gushu Tea Brand

Pu’er tea is a kind of tea from Yunnan province.Among Pu’er tea,the ancient trees,which have been aged over 100 years in some famous tea mountains in Yunnan province,have been used as tea cakes made from the tender leaves before the Qingming festival.They are called "ancient tree tea" by the people in the industry.Pu’er tea with "sweeter as time passing by" features with the collection value,and the scarce in the ancient tea as tea varieties,both attributes of consumer goods and investment properties,become a hot concept,high prices,as a high income people drink or collection of products.In the Pu’er tea market,there has been a competitive pattern of "tea enterprise brand" and "tea merchant brand" competition.Tianzun as a tea merchant brand,its popularity is not high.The brand’s owner-the Tianzun tea company is one of the tea merchants,has 6 stores,which headquarter in Nanshan district,shenzhen city.In 25 years’ business,the company has accumulated a number of customers.However,due to the lack of brand awareness and the high price of products because of the pursuit of "pure materials",Tianzun tea company has faced huge marketing communication problems in recent years.Expanding brand awareness and expanding consumer groups have become an urgent target in the marketing field of this company.Relative to the large and medium-sized pu’er tea production enterprises with rich strength,such as tea,big profit,etc.Tianzun tea company’s economic strength is relatively weak,shaping brand differentiation is needed.Based on the theory of integrated marketing communication,this paper aims to help Tianzun ancient tree tea to build a differentiated and personalized tea brand.The first chapter is the introduction.The second chapter organized the integrated marketing communication theory and the research status of the related fields.The third chapter introduces the concept and classification of Pu’er tea,and summarizes the situation and main brands of Pu’er tea industry.Based on the author’s field research on the tea company of Tianzun tea company,and deeply understands the marketing status of the brand of Tianzun ancient tree tea.Model and based on the strategy of "3C",the current tea market competition,consumer preferences change trend,the company’s own marketing resources and capabilities,and other aspects has carried on the thorough analysis,find out the Tianzun tea brand marketing communication problem.The fourth chapter summarizes the core value of Tianzun ancient tree tea.Secondly,using the STP strategy,the Tianzun tea of market segmentation and target market selection,and based on the characteristics of the target consumers as well as the Tianzun tea company’s marketing resources,for the Tianzun tea of chose the right market positioning;From brand personality,brand series and brand communication,the brand of Tianzun ancient tree tea brand is replanned.Chapter 5 for the Tianzun tea of integrated marketing communication strategy is established,including the concept of brand communication level,behavior level and visual level,so as to help the Tianzun tea of marketing communication to realize the "one voice,one image".Chapter 6 is the conclusion part.This paper helps Tianzun tea company to establish a complete integrated marketing communication strategy for Tianzun ancient tree tea brand under the lower budget constraints,and create a "small and beautiful" tea brand.The maneuverability of the research of this paper have the practical level,the Tianzun tea company’s revenues,profits and brand operation has a direct help,while the other tea brand in brand marketing communication can also draw lessons from this article.