Research On Brand Strategy Of DY Pu'er Tea

With the development of national economy and the change of consumption structure,healthy consumption has become the mainstream.Tea was recognized as the healthiest drink in the world's three most popular non-alcoholic beverages.Tea possess a long history and culture in China.From seven things,"tea,rice,oil,salt,sauce,vinegar,tea" to the seven art "Qin,chess,book,painting,poetry,song,tea",we can easily find out that the tea is an industry which is closely related to people's daily life.Although the overall scale of China's tea market is large,there is a shortage of large competitive brand enterprises.The market share of the top four brands is not more than 5%,and it is in the low-level competition stage with famous tea without famous brand.With the increase of consumers' consumption of brand tea,the market share of China's tea brand has increased from 25% in 2000 to 35% in 2010,thus it could be acknowledged that the development of China's brand tea will usher in an important period of development.This paper takes the brand strategy of DY Pu`er tea as a research topic.DY Pu'er tea is a large modern large-scale Pu'er tea production enterprise in the whole industry chain,which is one of the few planting,R&D,production and trade.It is the leading brand of Pu'er tea industry.Starting from the brand related theory,this paper first combed the definition,function and significance of brand strategy and brand strategy,provided theoretical support for brand strategy.Through the analysis of the macro environment,market environment,industry environment and micro environment of DY Pu'er tea,it made a thorough analysis of great benefit of DY Pu'er tea.Aiming to the current situation and existing problems of the brand strategy,put forward the corresponding countermeasures on the problems and shortcomings in the brand strategy design of the DY Pu'er tea,and put forward a series of brand strategy implementation safeguard measures,aiming at improving the strategic planning of the DY Pu'er tea brand,and ensuring the implementation of the brand strategy of the DY Pu'er tea brand.This paper makes a research on the combination of theory with practice,theoretical analysis and case analysis,and makes a real,objective,accurate and scientific exploration of the brand strategy of the great Yi Pu`er tea.It provides a certain basis and help for the brand strategy design and brand strategy implementation in the future,which can also be used for other enterprises at the same time.It has universal reference significance in the formulation and implementation of brand strategy.