The Brand Strategy Of Hanzhong Tea Companies Based On The Background Of Regional Public Brand

China is a big agricultural country as well as the first nation of tea.Chinese tea has enjoyed a great reputation since ancient times.From the Classic of Tea written by Lu Yu—the master of tea,to the daily necessities of life,tea has played an important role.With the improvement of people's lives,the demand for tea also turns from simple daily drinking to spiritual pursuit.China has four major tea regions and the annual output,sales volume and consumption of tea are in the forefront of the world.However,the brand development of Chinese tea is basically in the form of regional public brands.For example,among the top ten tea brands of China,there are seven tea brands in the public and regional way.Chinese tea market has always been featured by more categories and less brands,so that there is a sentence in the tea industry in China.70000 tea enterprises of China cannot compete with Lipton.Under the fame of regional public brand,it is difficult to grow out of the international famous brand.based on the background of regional public brand of agricultural products,this paper analyzed the characteristics,problems and relationship between regional public brand of agricultural products and enterprise brand.based on this,this paper made a specific analysis of problems,conducted a research and analysis on the brand development of Hanzhong tea regional public brands—Hanzhong xianhao and X tea enterprise,and demonstrated how regional public brands affected brands of enterprises.From the perspective of the hindrance of regional public brands to the development of enterprise brands,it also analyzed the current situation and problems of the three important strategic nodes of X tea brand orientation,brandcommunication and brand extension and summarized the causes of the problems.Finally,it made countermeasures and suggestions for the brand development by using the marketing strategy.Through the case study of X tea,this paper aimed to find out in which direction the public brand of tea region hindered the brand development of tea enterprises,and which actions of enterprises themselves restricted the brand development.Finally,it could provide reference for the future brand development of tea management enterprises in Hanzhong,especially small and micro enterprises with better development to draw lessons and avoid risks.