Brand Marketing Research On Pu'er Tea

Market has now entered into an era of brand,in which promotion activities and market value of enterprises are all connected with brand,even for those who have gained certain development foundation and competitiveness, a sense of brand is still necessary,or the fate of being washed out would be unavoidable.Pu'er tea,the dominant traditional exporting products of Yunnan,which is one of the pillar economies in rural areas of Yunnan's tea cultivating region,has been closely bound up with peasants' incomes.However, the sense of brand establishment is so scarce among Pu'er tea producers that it has become one of the main factors that limit the further development of Yunnan Pu'er tea industry.It is of great significance to Pu'er tea brand promotion and operation to develop Pu'er tea brand strategies by taking the competitive advantage that Pu'er tea has cumulated in the tea market. Penetrating from basic brand knowledge like brand theories,brand functions, and brand promotion,the paper explores the potential driving force of brand establishment on the development of Pu'er tea and the connotation that Pu'er tea contains by analyzing the present situation,advantages and problems of Pu'er tea.Countermeasures and suggestions are then put forward of how to set up the sense of Pu'er tea brand,position Pu'er tea in the market,and promote Pu'er tea brand.It is hoped that the research could be helpful in establishing and sustaining the role and functions of Pu'er tea brand during the market promotion so that to achieve the sustainable development of Pu' er tea industry.