Research On Brand Competitiveness Of YunHai Tea Manufactory Based On Brand Positioning

In recent years, Pu'er tea's market develops quickly along with profound culture, favorable health protection of Pu'er tea be digged out and energetic support by local government. The number of Pu'er tea mediun-small type corporation (MSTC) increases fleetly and which results in extreme competition in the Pu'er tea market. This paper intents to research the MSTC which lack of capital, technique and person with ability how to do brand positioning on target consumer colony based on product speciality. The MSTC want to persist in sustainable development, they need to transfer strategy from release new brand to create value with brand step by step.This paper expatiates on the culture and market development of Pu'er tea, analyses competitive environment which the MSTC have to face. Using case analysis method to analyze three successful brand positioning of YunHai tea manufactory, MenHai County, the paper find out successful experience and existing shortage. Corporations how to do brand positioning exactly base on analysis of consume behavior for a Pu'er tea consume colony.If the Pu'er tea MSTC intend to hold market niche belonged to them, one of key means is to enhance brand competitiveness and brand positioning is the most basic work. The principle, process of brand positioning and strategic guaranty measure of how to enhance brand competitiveness will be presented in this paper based on correlated theory, which will give the Pu'er tea MSTC guidance significance practically.