Research On Brand Construction And Communication Of "Tianfu Bestea"

In recent years,the development of tea culture has promoted the growth of tea consumption.It is urgent for tea enterprises to build and build distinctive tea brands to realize sustainable development.Sichuan is located in the ancient southwest tea area,which has a long history of producing tea and has a long history of producing famous tea.As early as tang and song dynasties,some tea products were listed as tribute due to their excellent quality.However,compared with other provinces,the development of Sichuan tea is obviously insufficient.The only famous brand of Sichuan tea in China is zhuyeqing.This situation of Sichuan tea with resources and no brand has seriously hindered the development of Sichuan tea industry,and the construction of "TianfuBestea" brand can make up for this deficiency.Based on the public area of Sichuan province tea brand "TianfuBestea" as the research object,the integrated use of the spread of the brand construction and related theory research,SWOT analysis,illustrates the "TianfuBestea" brand development present situation,as well as their strengths and weaknesses,the opportunities and challenges,and uses the theory of brand construction and spread to discuss "TianfuBestea" brand building and spread.This paper puts forward the specific strategy of "TianfuBestea" brand construction and communication.The main conclusions are as follows:Firstly,"TianfuBestea" brand development foundation is good.As a regional brand of Sichuan tea,TianfuBestea has a good natural environment.The construction of infrastructure such as tea plant and production line has also been gradually promoted,and there are good policy opportunities.The development of tea culture has also created a good atmosphere for the brand of "TianfuBestea".However,there are still some problems such as low brand awareness,low product standardization,imperfect brand value system,lack of brand development awareness of member enterprises and inability to form group cohesion.Secondly,"TianfuBestea" brand development opportunities and challenges coexist.The development opportunities mainly include: green and healthy consumption has become the mainstream,and the domestic and foreign markets have broad prospects.The scientific research force is constantly improving and new products are constantly enriched.Capitalinvestment is strengthened,and production is increasingly large-scale.With favorable national policies and strong government support,the environment of industrial government is superior.The challenges include the emergence of numerous tea brands at home and abroad.Consumers’ expectations of tea brands are rising.The tea market is out of order.Thirdly,"TianfuBestea" brand building and communication strategy.In brand building,we can use regional brand positioning theory,regional brand recognition theory and brand image theory to carry out the macro construction of brand.In terms of brand communication strategy,attention should be paid to TVC advertising,pr hype strategy,brand promotion strategy and interactive communication strategy.