Research On Brand Communication Strategy Of Yuexi Cuilan Tea Based On 5W Theory

Yuexi Cuilan tea is a newly-developed famous tea grown in Zhubu,Toutuo,and Laibang areas of Yuexi County in the hinterland of Dabie Mountains in western Anhui.Although Yuexi Cuilan tea in the tea market occupy a certain market share,but because of the imperfect Yuexi Cuilan tea brand communication strategy,brand awareness is not high,and other famous tea brand,Compared with well-known tea brands such as Huangshan Maofeng,Lu'an Guapian,Qimen Black Tea,Taiping Monkey King,etc.,the gap is still large.The brand has a small influence and the brand image is insufficiently established to fully utilize its brand characteristics.If Yuexi Cuilan tea wants to occupy a larger market share and have a stronger market competitiveness,it must improve the awareness of brand communication.This paper has general applicability to the research on Yuexi Cuilan tea brand communication strategy.A complete brand communication strategy can not only shape the brand image,but also greatly enhance the brand's reputation,maintain brand loyalty,and promote the value of brand assets;it can also expand communication channels and promote sales.Therefore,it is of great significance to study the brand communication strategy of Yuexi Cuilan tea.This paper takes this as the research topic,based on the integrated marketing communication theory of Laswell's 5W theory and consumer behavior theory,and draws lessons from domestic and foreign literatures in many fields such as brand concept,brand communication and tea brand communication experience.After a full study,the paper conducted an in-depth study on the communication strategy of Yuexi Cuilan tea brand,The research methods mainly include data collection,data collation,on-site investigation,expert consultation,In the end,a set of perfect Yuexi Cuilan tea brand communication strategy was obtained.Research achievements of this paper mainly includes the following:The first is to investigate the current status of Yuexi Cuilan tea brand communication,including the investigation of market entities,brand marketing areas,and brand certification.Second,analyze the problems in the tea brand communication of Yuexi Cuilan tea through investigation.The main problems are weak brand awareness of the operator,lack of brand communication content,unclear positioning of brand communication objects,poor target of brand communication channels,and brand communication effects Poor.Third,from the above five aspects,put forward the countermeasures of Yuexi Cuilan tea brand promotion.Yuexi Cuilan tea is the main source of income for agricultural pillar industries in Yuexi County.The establishment of a high-quality brand has great practical significance for many companies producing and selling Yuexi Cuilan tea,the healthy development of the tea industry in Yuexi County,the efficiency of local agriculture,the increase of farmers' income,and the overall economic development of Yuexi County.The research results of this paper have good reference value for promoting the communication of Yuexi Cuilan tea brand and enhancing its regional brand awareness.