The Comparative Research Of PU’ER Tea Brand Construction

Pu’er tea is one of ten visiting cards of Yunnan; Xishuangbanna has better natural conditions than other places. Pu’er tea from the Ming and Qing dynasties has become a pillar industry of the local economy, and now is still famous. There are various brands of Pu’er tea but many consumers only know that Pu’er tea from Yunnan Province and have no idea about the respective characteristics of Pu’er tea.So the study of how to build Pu’er tea brand construction is extremely urgent and important.The paper includes literature research, survey research, case research methods and comparative methods for analyzing Yunnan Pu’er tea brand building. The main contents of the paper include six parts. First is the theory part, including research situation, concept and theoretical basis. The second part is the current situation of Yunnan Pu’er tea brand management, including Yunnan Pu’er tea cultural background and efficacy introduction, supply and demand situation in Yunnan Pu’er tea, and the brand development and influencing factors. The third part of the Yunnan Pu’er tea brand is building comparison, the first representative of Yunnan Pu’er tea brands, such as large interest in Long Run, old comrades, life leaves for brand building analysis, and then Pu-er tea for major brands as well as between Puer tea and other industry brand building for comparative analysis, the conclusion that tea companies build brand differentiation and specificity. The forth part is based on the analysis of the first three parts of Yunnan Pu’er tea brand building revelation, and proposed to establish the characteristics of the brand, the brand adding more innovative elements, expanding tea attributes to enrich the tea culture, enhance regional public brand of tea value other direction. The five parts concludes the paper and look forward to tea brand building future research directions.