Study On Brand Equity And Development Strategy Of Qiang Tingtong Moss Tea

Brand is a very important intangible asset of an enterprise.Brand plays an increasingly important role in the development of an enterprise.High value brand is an important competitive advantage of enterprises.As the leading enterprise of Beichuan tea industry,qiangshan finch has the advantages of both raw materials of fresh tea leaves and unique ancient Qiang tea culture.Under the situation of increasing number of tea enterprises and increasing market competition,this paper analyzes the current situation of brand equity of qiangshan finch Tea Co.,Ltd.and puts forward effective strategies to improve brand value,which is of great significance to enhance the comprehensive competitiveness of enterprises.In this paper,through the analysis of the brand status of qiangshan brogue Tea Co.,Ltd.,consumer research,research on the stage of brand life cycle,select the appropriate asset evaluation method to carry out brand asset evaluation.According to the situation of brand equity and the characteristics of the brand stage,this paper aims to explore the key elements to enhance the brand value of qiangshan tongue,and to plan the solutions to enhance the brand value.Especially for the resource situation of qiangshan brogue Tea Co.,Ltd.,with its tree species advantage of "Tezi tea",its superior growth environment advantage,and its unique cultural advantage of "ancient Qiang tea culture".In terms of concept,take "health" and "nature" as the core values of the brand to build brand fist products.In terms of production,we should make use of policy advantages to expand the scale and improve the quality,improve the efficiency and reduce the cost through the overall management of the enterprise,and improve the profit margin of unit sales.In terms of sales,improve the distribution strategy to improve the overall sales profit,actively carry out consumer interaction and promote the construction of information channels,and improve consumer loyalty.On the whole,it aims to significantly convey the differentiated characteristics of brand core to build corporate image,enhance brand identification and attraction,form high brand premium and improve brand value.In terms of influence building,based on the characteristics of the times,the strategy of CO creation of consumer value,the strategy of CIS(Corporate Identity System)enterprise identification system construction,the strategy of social media brand communication,and the design of the general certificate are used to realize the co creation of consumer brand value,achieve the goal of enabling the brand influence of consumers,enlarge the brand pattern and enhance the brand value.