Research On Brand Marketing Strategy Of A Tea Company

For thousands of years,China’s tea industry resources and tea making technology with a long history have not only promoted the development of the national economy to a certain extent,but also become one of China’s representative advantageous industries,entered the international market and won international attention for China.However,after entering the 21 st century,the trend of globalization has gradually deepened and the market competition has become increasingly fierce.On the premise of the obvious complexity of the overall situation,the traditional advantages of Chinese tea are no longer obvious,and the tea economy can no longer rely on "national drinks" to create more benefits.The problems in the development of China’s tea industry have become increasingly prominent,How to improve the market competitiveness of China’s local tea enterprises through brand marketing strategy? This problem is not only very prominent in theory,but also very urgent in reality.Firstly,this paper combs and analyzes the current situation of tea industry and the characteristics of brand marketing mode,and points out the common problems in brand marketing of the whole industry,such as category is more important than brand,serious product homogenization,product design innovation can not meet the changes of customer needs,etc.Next,take company a as the specific research object,use SWOT strategic analysis method to deeply analyze the internal and external environment of company a,combined with research methods such as questionnaire survey and consumer scale scoring,obtain consumers’ cognition of QP white tea brand,and further summarize the main problems existing in QP white tea brand marketing: too extensive brand positioning,lack of highly recognized brand image Connotation and story,brand impression is not three-dimensional and full;At the same time,company a overemphasizes the "quality and standard" of the product itself in the process of brand communication,ignoring the spiritual resonance brought to consumers by brand connotation and cultural heritage;The single mode of brand communication fails to establish an effective brand symbol recognition system;Do not pay attention to the changes of communication path brought by e-commerce in recent years,and fail to change from traditional communication path to IP data traffic in time.Combined with the current situation and brand marketing objectives of company a,this paper attempts to put forward targeted brand marketing strategies,including positioning strategy,communication strategy,image construction,brand management strategy,quality assurance strategy and so on.First of all,we should establish a brand orientation and cultural feedback based on the differences of consumers’ needs through combing the strategic positioning and cultural feedback of tea;Secondly,through the brand communication strategy of keeping pace with the times,continue the communication system with symbolic symbols and continue to occupy the minds of consumers.Meanwhile,this paper puts forward that as a backward industry,it should make effective use of tea + Internet plus new retail marketing strategy to make subversive innovation in marketing channels,and put forward specific implementation methods,which provides a scientific way of thinking and method for A tea company to develop brand marketing strategy.Under the international and domestic double circulation market pattern,brand strategy is not only the only way for the survival and development of Chinese tea enterprises,but also the best way to enhance the international competitiveness of tea products.The brand marketing strategy of a tea company not only helps to shape and enhance the brand image of a company,but also makes it form a certain influence internationally and enhance the intangible value of products.It is hoped that this study can provide theoretical reference for areas where the development of domestic tea industry is relatively lagging behind,and help rural revitalization and the long-term development of China’s tea industry.