Study On Tea Brand Strategy Of China Based On Brand Development Modle

Tea, coffee and cola are the three greatest beverages in the world. With the improvement of people’s awareness of health care, tea becomes more and more popular for its green and healthy impression and effectiveness of health functions. As main export products in China, tea is also a traditional industry and has a long history in cultivation, processing and exporting.As a traditional tea producing and exporting country, natural resource advantages and technological advantages have played a very important role in Chinese history. With the development of international trade, compared to good income in tea production, processing and export of some non-tea-producing countries, the traditional Chinese tea advantage does not initiate significant effect in the international competition. Accompanied by international competition intensifies, as raw material products, China’s tea exporting has gradually exposed some problems, such as less value-added, very few independent brands, competition is still limited to the price level of the low-level. More importantly, tea production overcapacity problem has become increasingly prominent with the promotion of tea plantations’ improved varieties and tea production increased. Therefore, the market competition of tea products has becoming more and more fierce.Under the new situation, the tea brand strategy is an effective way for China’s tea industry to regain international competitive advantage. The implementation of the tea brand strategy and enhancing the core competitiveness of the tea products is the inevitable choice of development of the tea industry in future.Based on the theory of ’brands of agricultural products, the paper investigates the necessity of the tea brand strategy and also explores and researches the theory of development and improvement of tea brand building.The method of combination of theory, case studies and field investigations is used in this paper. The theories and methods related in this paper, including international competitiveness theory, international trade theory, combinations of theoretical and empirical, mathematical statistics, comparative analysis and case study are used to analyze qualitatively the status quo of China’s tea industry and tea brand.The situation of China’s tea brand and international competitions of China’s tea industry is researched and discussed in this paper. Besides, to build international brands of tea in China, a practical tea brand strategy program is put forward in this paper too.The first chapter in this paper is an introduction part to discuss the purpose and significance of the topic of this research project. In the literature review section, some of the major achievements at home and abroad on the tea brand are described and the achievements and problems arising from these achievements are analyzed. In addition, the research methods, frameworks, innovation and shortcomings are also elaborated in this chapter.The related theoretical basis is researched in second chapter. Besides, the relevant theories of international competitiveness and tea brand building are reviewed and the necessity to implement tea brand strategy is analyzed in this chapter.In third chapter, the current status of development of China’s tea industry and brand is analyzed in first. Then, the problem of development of China’s tea industry and brand is found out. By a sample survey conducted by the tea brand in20large supermarkets from six major cities in Anhui Province, two models of the tea brand development are summarized. That is, regional brand model and business brand model are the main models of the tea brand development. The relationships, advantages and disadvantages of two models are analyzed. And the regional brand model is the key model at present. Afterwards, the objective factors to form regional tea brand and the problems in development process are discussed. The points, that the problems have been a serious impediment to the further development and growth of the Chinese tea industry and must be solved by breakthrough and innovation of China’s tea brand, is presented at last in this chapter.In fourth chapter, the successful commercial brand models at home and abroad are analyzed. Some successful operation of cases, such as Tian Fu Tea and Tian Fang Tea from China as well as Lipton Tea from foreign country, are introduced. The major models of domestic and foreign commercial tea brand are summed up at last part. A famous Huang Shan Mao Feng tea brand, for an example, Xie Yu Da Tea, is analyzed to describe how the domestic tea brand is transformed from regional brand model to commercial brand model. According to the above analysis, specific implementation steps and strategies of the model of China’s commercial tea brand are proposed, and the steps and strategies are proved to have operability in this chapter.At last chapter, the follow-up safeguards are discussed after China’s tea brand strategy is implemented under commercial brand mode.