The Research On The Marketing And Promotion Of Fujian Wuyi Star Dahongpao Brand

Looking at the overall situation of China’s tea industry and the market, from the resources of the tea,tea marketing tobrand of tea, tea culture, its "brand" Tea-building and tea marketing conceptbehind hasbecome a weak link in today’s tea industry.No brand will lend to no market share,no market competitivecapacity and also no influence. The tea industry to build the consumer’s favorite brand of tea, in fact, is tocreate abrand experience meet market demand, the development of modern lifestyle withinternationaltrends.At the same time, to actively implement the cultivation and promotion of the tea brand, also has aforward-looking significance for the construction and global repufation of tea brand with Chinesecharoctenisfics. The arficle will research into the market promotion of the Fujian wuyi star Dahongpao onthe bavis of advertising, wuyi star, and marketing, in using literature analysis, case analysis and empiricalsurvey research methods.Da Hong Pao is an outstanding representative of China’s Wuyi Rock Tea class, has a long history ofdevelopment, its all the way to go today, and as a the Wuyi star leading brand, it brought out a new life.TheDahongpao asyancha class representatives, towards mass consumption, but also facing many uncertainenvironmental factors. Therefore, the policy of the tea industry, economic environment, culturalenvironment, competitors factors, consumer factors, and hot money speculation Dahongpao these levelswere analyzed to illustrate the opportunities and challenges faced by the Da Hong Pao Wuyi Star-led brandmarketing.Wuyi Star Company decorates Dahongpao brand from a strategic height, by means ofdifferentiation and spread. Such as: the brand positioning strategy, product packaging and price strategy,thecomposite channel strategies, brand maintenance strategy, these measures fromthe tea plantation to cupquality tracking strategies. In terms of brand positioning, due to the the Dahongpao quality not payattention to thecharacteristics of replication and processing technology, quality orientation; due tothe theDahongpao very nutritional value and health functions, the effectiveness ofpositioning. In productpackaging and pricing strategy, Wuyi Star Company put Dahongpao unified small package to reachconsumers, which is different from other companies operating characteristics. Tracking strategy from thetea plantation to cup quality, Wuyi Star Company implements the traceability system of product quality, product electronic information files, tofacilitate consumer inquiries. Different from the traditional businessmodel, and reflects the role of branding inestablishing a benchmark for Wuyi Star.For the promotion of the brand of the Da Hong Pao, Wuyi Star Company uses a variety of marketingmethods. Such as: advertising media strategy, event marketing, cultural marketing, teabrigade marketing,convention and exhibition marketing and public relationssponsor. Event marketing activities, Wuyi StarDahongpao takes participation in nationalactivities in foreign affairs, Dahongpao visibility extended to thewhole world. In culturally-marketing activities, it cambines tea with by the global show “Impression ofDahongpao”, and starts a cross-border business, creating a particular way of tea-brovd expansion in chinaand even the world. Finally, the article summarizes the brand’s marketing of Da Hong Pao Wuyi Star andthe subsequent needs of the direction of thefuture efforts. Here a defailed research on brand marketing ofWuyi Star Dahongpao is done, hoping to provide useful reference for tea enterprises on brand creation andpromotion.