Studies On Tea Brand Construction Of Yuanling County

Yuanling County, which has a long history of 1,500 years of tea production, is one of the origins of high-quality green tea in Hunan Province, and its tea products have won many awards at home and abroad. Yuanling County is also one of the poorest agricultural counties in Hunan, and tea industry revenue is one of the main incomes of the farmers'. To develop the tea industry is also an important measure to adjust the industrial structure of Yuanling County.With the development of rural economic system reform and the gradual implementation of WTO rules, the agricultural product buyers' market has formed and the channels of commodity circulation have changed gradually. The brand construction of agricultural products has been getting more and more attention from the government and enterprises. Whether we can create a secure and reliable tea brand quickly or not has become the key power of improving the comprehensive competitiveness, and it is not only an important means of increasing the farmers' income and addressing rural poverty but also a way to rebuild the glory of Yuanling's tea industry, enhancing whose leadership of the tea market in Hunan and even all over the world. For this reason, the author of this paper has done a great many investigations about the actual situation of Yuanling's tea production and offers several strategies about tea brand construction according to these investigations.Firstly, this paper uses some theories about brand construction as the theoretical basis to elaborate the meaning and measures of brand construction. It claims that brand construction must be conducive to the transmission of product information and the expression of corporate identity, to be able to display the differences between brands, to be able to use the mechanism to maintain public brand.Then it discusses the significance to indicate the necessity of brand construction further. This paper also elaborates the current tea production status and problems in Yuanling by analyzing the growing scale, business conditions, producing and sales status.This paper also analyzes the way to success of the world famous tea brand "Lipton" in order to get some advanced experiences and then gives a number of suggestions according to the factors which influence tea brand construction, such as improving the soft environment, deepening industrialization, integration of resources and brand, improving brand positioning and building brand image and so on.