Study On The Brand Innovation Strategy Of Traditional Tea Brands

China has been a major tea country since ancient times,and people have a long history of drinking tea.As one of the ten most famous teas in Chinese history,Lu'an Guayoupe is a national intangible cultural heritage that has been certified as a "geographical indication product." It occupies a very lofty position in the tea industry,and Lu'anguai tablets are important cash crops for agricultural products in the Lu'an area.The tea industry in which it is located is the pillar industry of the Lu'an economy.However,in recent years,with the gradual rise of the tea industry in various regions,the development of Lu'an's melon film has obviously lagged behind other famous teas,especially since the slow start of brand building is not enough.Establishing a brand is an important way for the brand to gain sustained competitiveness in the market.This article will use the brand communication theory as a foundation and draw on a large number of domestic and foreign research literature and demonstrations on regional brand communication of agricultural products and corporate brand marketing,based on the brand development of Lu'an Guai film.The status quo,combined with the growth quality,historical and cultural backgrounds,and production techniques of Lu'an Guapian Tablets,conducted an in-depth analysis of the brand building of Liu'an Guayoupe and formulated an innovative strategy for brand development in line with the actual Lu'an Guai film.This article will focus on the actual market situation of Lu'an Guapian and its own characteristics and focus on the major issues in brand building from four aspects: First,we must establish brand awareness,and we should be aware of regional public brands and stakeholders in the region.Protect the brand and maintain its vitality.For corporate branding,we must proactively and actively shape our corporate brand on the basis of regional public brands,and highlight the advantages of our company in the homogenous competition.Second,to clarify the brand positioning,Lu'an Guapian should be based on their own actual situation,find their own market goals.Third,we must then establish brand influence,standardize the market order,establish and improve a unified quality management system,strengthen supervision,and ensure healthy brand growth.Fourth,we must finally integrate brand communication,formulate a communication strategy that conforms to the product,and take a differentiated brand development path.I hope that we can provide some ideas for the traditional tea brand innovation in the new moon.At the end of the article,the development of Lu'angua tablets under the industrial cluster was explored to promote regional economic development.This is the forwardlooking direction and the ultimate goal of the construction of Lu'an Guai tea brand.