Current Situation,Problems And Countermeasures Of Brand Construction In Zhangping Tea Industry

With all the effort by Zhangping Government,Tea Association of Zhangping city,Tea business companies and tea growers to Zhangping tea industry brand construction,there are “Zhangping Narcissus Tea”,“Yongfu High Mountain Tea” and “Guantian Green Tea” three main brands in promotion.In 2019,tea production value of Zhangping city came up to 806.175 million Yuan,which increased the GDP of Zhangping city,it is the economic income rising base for local tea growers.Although there are many kinds of tea at Zhangping city,lack of famous brand in domestic,just “Zhangping Narcissus Tea” gained the domestic famous brand in 2012.And Zhangping Narcissus Tea has regional features,so the domestic brand influence is limited.Above all,tea industry brand construction of Zhangping city also need to be paid more attention in the future.This research uses by checking the data information,visiting inspection,analyzing statistics and so on to find out the basic information of tea industry brand construction status in Zhangping city,Right now it has achieved remarkable results,for example,brand construction at growing,standardizing the base of raw material,the construction of ecological tea garden,and the implementation of technical training andpromotion.For the brand construction at processing,the government provides the support to ensure diversified production,and the association coordinates the standards.On aspect of marketing,the government builds up the platform,tea business enterprises together with tea growers,help each other to do the tea brand promotion.In addition,Zhangping city integrate the tea industry and tourist industry.And the Taiwan farmers pioneering work park is contribute to the brand construction.For the tea industry brand construction questions,there is few leading enterprises go ahead,lack of innovation in brand construction,and weak brand influence.The main reasons are including Zhangping tea is a small tea brand,lacking high-tech applications in the production,the advantage for geographical environment at the region and tea culture is not fully explored;the propaganda methods are not so strong and novel enough,the demonstration effect is not so strong.Thus,to a certain extent,it restricts the pace of tea brand construction and promotion in Zhangping city.As the regional feature small tea,the brand strategy of Zhangping tea industry including creating a systematic development of tea products,branding tea product packaging design,and perfecting the unique development path of tea travel mode.Government associations cooperate with each other,leading enterprises charge in promotion,the credit of tea selling,which helps the development of the tea industry,seize the opportunities of tea brand promotion and maintain the tea brandtrademark under the background of Internet,that provides theoretical and practical basis for brand construction and promotion of Zhangping tea industry in the future.