Research On Brand Communication Strategy Of Tea Industry In Yuqing County,Guizhou Province

Guizhou is located in the Yunnan-Guizhou Plateau,tea industry is more than 3.4million farmers in Guizhou,a green industry,Guizhou is one of the 12 pillar industries of agriculture.At the 2021 China Tea Brand Award Ceremony,the China Tea Circulation Association announced the annual survey results of China’s tea industry,and Yuqing County was awarded the title for four consecutive years.Yu Qing’s"Kudingcha" is the second local brand and trademark in Guizhou Province to be protected by geographical indications after Guizhou Maotai,known as "green gold.But for so many years,the local has not taken advantage of this sign.In order to break through the bottleneck of brand communication in Yuqing tea industry and promote the development of local economy,the author uses AHP to quantify the brand competitiveness of Yuqing tea industry.Based on the relevant materials consulted and the on-the-spot investigation and interview,the problems encountered in the process of brand development and communication in the tea industry of Yuqing County are as follows:(1)Being labeled with "pyramid selling","fraud" and other labels,and the effect of brand communication is poor;(2)Brand communication and product sales channels are single;(3)Online sales are poor,and there is no monopoly flagship store;and(4)Product quality is uneven,and operators have weak brand competition awareness.Accordingly,in order to better promote the brand communication and development of the tea industry in Yuqing County,Guizhou Province,the author puts forward four targeted countermeasures and suggestions for the brand development of the tea industry in Yuqing County by applying the theory of "SIVA" and the theory of tipping point:(1)Establish brand awareness,expand the "tea tour" project,and give play to the guiding function and promotion role of the government;(2)Set up an official media platform,and explode the brand communication of Yuqing tea by using big data technology;(3)Strictly control product quality,deeply process and increase the added value of products;and(4)Open up the membership system,set up franchise stores offline,and open online and offline platforms.Through the research on the brand communication strategy of Yuqing tea industry,this paper intends to promote the upgrading of Yuqing tea industry,and even promote the development of Guizhou characteristic agricultural products.