Research On Tea Brand Development Of Yizheng City

For local special soil condition and excellent environment, tea has being planted for nearly 50 years in Yizheng city and the covered 440 thousand mu in recent years. The local government has being taken tea development as an important action to adjust agricultural structure all the times, yet the fame of Yizheng tea was still wander in the market around Yangzhou city without further promotion. So how to strengthen brand development of tea is not only propitious to agricultural structure adjustment, peasants' income growth, agricultural increasing benefit together as a key to compete with home and oversea market, but also could offer objective according for the government to formulate rational industrial policy. Therefore, the brand development of tea industry for Yizheng city was of obvious significance. We analyzed social effect, economic effect and ecological effect the tea industry in Yizheng. With analytic hierarchy process the main factors affecting the brand development of tea industry for Yizheng city were ranked with analytic hierarchy process and probed into the key factor such as tea variety choice, the effect of tea industry significance, effect of dragon-head enterprise, marketing system. The S(superiority), W(weakness), O(opportunity), T(threat) for brand-development of tea were explored. Some suggestions to strengthen brand-development on the basis of key regulating factors. They mainly were the aggrandizement of brand consciousness, scale economy production and management, prominence to tea association, improvement of market environments and reinforcement of tea marketing.