Investigation Of Fenghuang Tuocha Brand Building And Communication In Nanjian

This article takes the regional production enterprises of fenghuang Tuocha brand in Nanjian County,Dali, Yunnan Province as the research object.In using literature analysis, case analysis and empirical survey research methods. Investigation Nanjian county tea production enterprises,from the perspective of Communication Studies,Combination tea science,theories of economic history and cultural studies and research findings,based on Branding,Communication and Marketing those Subjects to analysing the Construction History,Morphological Evolution,Brand mechanism and Characteristics,Place Brand communication of the tea brand called Fenghuang Tuocha in Nanjian.In the development of Place Brand,Brand Structuring and communication in the process of Place Brand positioning, image design, marketing, etc. is Nanjian Fenghuang Tuocha Several key links success.In this paper, the region build the brand and communication procedures are described systematic.Summarizes several modes of transmission of the regional brand.Analyzes the relationship between the various elements of the region as well as brand communication between the various elements.Regional brand how to start effective communication were discussed.And trying to put forward the corresponding countermeasures.In addition, Fenghuang Tuocha as a regional brand,has a "single-brand, multi-vendor" feature,and presents diverse and unified, independent and regional phenomena coexist in brand building and communication process.