Research On The Construction And Maintenance Of Yunnan Dayi Pu'er Tea Brand

Since the event of "Yunnan Horse Caravan" trip to Beijing, Puer Tea has become a popular and heated word from general Chinese public to tea experts in the industry. After the up and down of the the Puer tea prices in 2007, the market fluctuated significantly which arose various concerns of the general public, after analyzing the situation,CTMA (China Tea Market Association) claimed that without correct guiding, Puer Tea market may have further fluctuation, even leads to bad influences on other tea; correctly acknowledging Puer Tea market, establishing consumption confidence and promoting Puer Tea market developing to the right direction is the keys to sustainable development of our tea industry, because Puer Tea market is booming, many companies in the beverage or similar industry joined the industry very quickly. At the same time, "Lipton" "Twinings" and other International Brand also merged into the Chinese Tea Market and want a slice of the pie which leads to even greater competition of the market.any domestic tea company who wants to survive this war, carrying out brand strategy and implement it in the correct order is a crucial step for sustainable development.Under the trend of globalization and economy internalization, some domestic tea companies have started their Brand Strategy (such as Taetea Group) and set up a good model for other companies. Taetea tea industry group Co., Ltd (Taetea as follow) is one of the best currently modernized large tea industry group in China, own "Taetea" brand which have high prestige home and aboard. Since the establishing of the company, "Taetea" People holds the spirit of "Taetea, Naturally fine Tea", make and providing quality product and tea life experience and service for consumers worldwide, which also take the responsibility of promoting Chinese tea culture as part of the company mission. "Tea making technical of Taetea" was choosing and awarded national intangible cultural inheritance in 2008. In 2010, Taetea Group became one of the sponsored of "2010 Asian Games" in Guangzhou which indicated that Chinese tea enterprise successfully sponsored international comprehensive athletics game for the very first time. Nowadays Taetea has become the representative of tea classics and healthy quality lifestyle, which also got numerous prize and good reputation from the consumers.Through the writing of this thesis, the writer hopes to manage a clear patten of brand management and management process of Taetea, and put forward a few suggestions for brand development of Taetea. While studying and understand related theory of brand management, the writer also analyzing the internal and external condition of Yunnan Taetea Group, then using substantial evidence to research and analyze the process of brand establishment, management and maintenance of Taetea, then put forward personal suggestions of Puer tea brand development for Taetea. Studying its experience of brand construction and maintenance have good instruction meanings for those tea companies who wants to develop their own brand, and also have certain actual verification effect on brand management and related theory.