Study On The Seawall Tea Brand Strategy Of Xia Men

The increasingly fierce competition in the market today, similar products in quality, packaging and price comparable, the competition between enterprises gradually from product competition to the competition between brands. Tea industry as a significant brand consumption characteristics of the industry, but also to pay attention to the management of their own brand strategy. In China, tea has a long history, the tea industry as a consumer and life are closely related to the industry, tea brand development must adapt to market development, in the diversification of consumer market, tea enterprises mainly obtains from the brand, through between the brand competition to reflect their respective advantages. Because the advantages of the brand can not only get the additional value of the brand itself, and can also make the status of enterprises to upgrade. Therefore, a successful brand operations need to continue research and maintenance of the brand strategy.This article mainly Xiamen tea import and export co., LTD., seawall brand brand strategy as the research subject. Along with the development of the national economy, China’s tea industry is the important period of development. The tea industry is in a stage of the low level of competition, development of disordered state,for the development of tea industry in China is very bad, bad for well-known tea brand. Therefore, this article from the brand theory, first of all brands, generalizes the related theory of brand strategy, to provide theoretical support for the brand strategy,brand strategy is influenced by many environment, such as seawalls tea macro environment, industry environment, micro environment, etc. Inseparable from the development of enterprise brand strategy of the present research situation and so by analyzing the current situation of environment and brand seawall tea, points out problems of seawall tea brand strategy, developing countermeasures are put forward.Seawall tea is the national rare collection of production, research and development, trade in a body’s modernized oolong tea production enterprises, brand construction is weak before, but has a strong research and development of manufacturing system, the current in the tea industry under the condition of the lackof strong brands, seawall tea strong brand completely have the opportunity to make oolong tea. It is in such cases, the seawall tea brand strategy research, find out the problems existing in the seawall tea brand strategy and development countermeasures are put forward. Finally, the seawall tea brand strategy research summarized and prospected.