The Research Of Zhang County Tea Brands

Guzhang County has long enjoyed its time-honored reputation as "the town of tea". According to historical records, early in the East Han Dynasty, Guzhang people had the habit of planting and drinking tea. Guzhang County has been committed to the development of tea industry, a pillar industry of its economic growth. Development of tea industry also drives common progress in secondary and tertiary industries in the county. From this sense, tea industry in Guzhang is an ecologically sustainable green industry, making significant contributions to the economic, ecological and social development.Maojian Tea, as a geographical trademark product in Guzhang, has been strongly publicized by the local government, enjoying numerous honorable titles. However, being the high-quality tea but without famous brands has always been the issue bothering further development of Guzhang Maojian. This paper, based on literature materials collected home and abroad, applies literature analysis and field surveys, acquires detailed information about tea enterprises, farmer production, supply and marketing situation in the tea market through surveys on status quo of tea industry in the county, and objectively analyzes tea brand development.In addition, based on surveys made in aspects like consumers’brand choice, brand recognition, and information receiving channels, this paper also analyzes and identifies problems in brand building.On this basis, by applying SWOT analysis, this paper analyzes advantages, disadvantages, opportunities and threats involving in tea brands development in Guzhang County, discusses the problems in an comprehensive and objective manner, and finally systematically proposes six suggestions, namely, to widen scales, standardize planting, and guarantee quality; to explore tea culture and raise the taste of tea drinking; to regulate the market and improve management; to build individual tea brands and avoid abuses of public brands; to diversify sale ways and expand marketing channels; to enrich means of publicity and promote brand influence.