Pu'er Tea Brand Research

Pu-Erh tea is a tea with a long history, is an important cash crop of numerous ethnic minorities in mountainous areas of Yunnan, it used to be renowned both at home and abroad. With the development of history, it goes up and downs. Since2005, after the arrival of Yunnan Mabang in Beijing, Pu-Erh tea which is silent all these years, suddenly restores vitality. Thus, there have been a variety of tea products on the market. However, when consumers are offered with so many tea brands, they do not know how to choose. Pu-Erh tea has won popularity and consumers; however, it has not established a real tea brand. After the temporary prosperity, consumers are starting to become rational; Pu-Erh tea market becomes calm. Homogenization of Pu-Erh tea product, different levels of brand quality, blurry brand image, are problems that bothering consumers. Therefore, many tea companies are trapped in brand establishment, the research of Pu-er tea brands is needed badly. Thus, the study of Pu-er tea brand, can not only to address the plight of enterprises, improve the economic standards of the local people, but also promote the prosperity of theoretical research of Pu-Erh tea brand.After reviewing the brand theory and study on the Pu-Erh tea, analyzing construction status of Pu-Erh tea brand, the author found Pu-Erh tea brand plight is caused mainly by shortage of competence, poor capacities of extension, inadequate marketing, which are reflected by backward technology, bad quality and improper marketing. At last, the author gives the recommendation by analyzing problems with mentioned theory.