Research On The Promotion Of Brand Management Level Of Nanping Tea Enterprises

Nanping as China’s major tea producing area of tea industry occupies a position, play a decisive role in the agricultural economy in Fujian province. Nanping is the birthplace of Oolong Tea, Black Tea, white tea. Have Oolong Tea, Green Tea, Black Tea, white tea, Jasmine Tea five categories of tea. Although Nanping tea enterprises through long-term development, with a take-off basis, but with the economic developed area of South Fujian, Yunnan tea, Zhejiang tea enterprises compared, still have bigger difference. Nanping tea poor corporate brand awareness, brand management level is low, the quality of tea is not strict, tea brand propaganda is not enough. This paper selected " Research on the promotion of brandmanagement level of Nanping tea enterprises" brand tea enterprises as the research contents of this paper, systematically and deeply on the brand management of Nanping tea enterprises in-depth analysis of the current situation, will contribute to the development of many prominent problems of brand management of Nanping tea enterprises in the understanding, raise brand management level of Nanping tea enterprises, realize the sustainable development in Nanping, to ensure that the tea has the superiority in the intense domestic and international competition.This paper takes Nanping tea enterprise brand management as the research object, first introduced the theory of market segmentation, brand management theory, through the theoretical analysis, lay a solid theoretical foundation for the paper writing. Secondly, analysis of the current situation of brand management of Nanping tea enterprises, analysis of effects and lack of brand management of Nanping tea enterprises. Once again, through the successful case of the domestic many tea producing areas are summarized, summary and analysis, and based on the analysis of how the Nanping tea enterprise brand management from the successful experience of development. Finally, based on the analysis of the foregoing summary, proposed promotes the Nanping tea enterprise brand management suggestions.