The Brand Development Research Of DuYun Maojian

Du Yun Maojian is the special geographic product in Guizhou, which is well-known to people, because of the exhibition of World Expo's Ten Famous Tea in Shanghai in 2010, the propaganda about its brand by government is continuing to increase. Du Jun Maojian's quality is fine, winning plenty of prizes, but the brand's development is difficult. With the high development of modern economic, the tea industry isn't a single crop industry any longer but the industrial chain throughout the primary, the secondary and the tertiary industry. For example, Zhejiang Xihu Longjing Tea and Biluochun, which has already become the local mainstay industry. Developing the industry of Du Jun Maojian can bring practical economic, ecological and social benefits to local government. It does not only benefit the country and people, but the important subject thought by local government.The paper comes from reality in all things, based on collecting, looking up and borrowing the research achievements about the brand development at home and abroad, using both documentary method and field trip method and by means of the market research of Du Jun Maojian coming into Shanghai World Expo, we reach the following conclusion:First:The characteristics of Du Jun Maojian:First, the brand belongs to the geographic product brand, which has the local repetitive, whose development has a good effect on the local economy; Second, the brand's constituent elements contain public brand and personal brand, that is, product brand and company brand. Product brand is a special principle part of brand, while the companies brand a principle part of brand based on the entire organization itself. Both have a relationship of containing and being contained. Third, the brand has regional, single and incardination characteristicsSecond:the current situations of Du Jun Maojian:First, the tea industry is developing very fast in recent years due to the attention paid by local government, however, the basis is still quite weak; Secondly, the brand location is narrow, the consuer groupies rather single; Third, though the tea is of high quality, the brand recognition has a large difference in local and outland, that is, it's a famous brand this province, but it's not well-known in other provinces; Forth, the tea has gained the ideal degree of satisfaction in foreign market via the World Expo.Thirdly, the factors that hinder the brand development of Duyun Tippy tea lie in both internal and external aspects. The main inner factors include the limitation of the raw material market; lately-waken brand awareness; ineffective marketing; lack of brand culture and weak brand competitiveness. Then the external factors are:brand positioning and sales channels are out of diversity and fake and shoddy products are flooding. Besides, the market supervision is unworkable.According to the above findings, this paper offers several strategies for the brand development of Duyun Tippy tea. One is to lay down a solid foundation to make industry stronger, which means accelerating the construction of tea garden and protecting tea Green; second is to expand the promotion and enhance the brand influence; The third is to dig out cultural and conduct full marketing; fourth is to develop creative thinking, carry out various innovations, including product creation and sales channels; five Is to regulate the market, strengthen the market management; six is to attract talents to strengthen the team.