Study On Brand Marketing Strategy Of "Xianhu Tea" In Heyuan City

As the origin of tea,China's tea development has a long history,and has formed a rich tea culture.The development of tea brand and the formation of benefits play a prominent role in the economic development of some parts of China.However,with the deepening of the supply-side system reform in China,the problems of tea brand management and the development of tea industry are becoming more and more prominent,especially the marketing strategy and industrial integration of tea,which will become more important in the future development of tea industry.Through on-the-spot investigation and questionnaires,this paper studies the production,marketing and brand promotion of Xianhu Tea,finds out the problems in the process of brand promotion of Xianhu Tea and the reasons for these problems,and formulates a feasible brand promotion plan for the development of Xianhu Tea brand,and puts forward reasonable and effective strategies.Implementing countermeasures to further enhance the core competitiveness of Xianhu tea brand and enhance the brand influence of Xianhu tea.Starting from the problems existing in the marketing strategy of "Xianhu" tea brand in Heyuan City,this paper firstly expounds the background,purpose and significance of the topic selection,discusses the current research situation at home and abroad,and summarizes the current research situation,and then expounds the main content,technical route and research methods of this paper.Then,using 4Ps marketing theory,this paper analyzed the current situation of brand marketing of Xianhu Tea,made a specific investigation and Analysis on its products,pricing,channels and promotion,and summarized the problems and reasons of brand marketing strategy of Xianhu Tea.Secondly,aiming at the existing problems and reasons,combining with the actual situation of Heyuan,the corresponding improvement countermeasures are put forward: first,to actively enhance the product level;second,to rationally adjust packaging design;third,to establish a good price mechanism;fourth,to actively expand sales channels;fifth,to improve sales promotion methods;and through the proposal of countermeasures,so as to put forward.Promote the brand influence and core competitiveness of "Xianhu" tea,and further promote the social and economic development of Heyuan.