Research On The Regional Brand Strategy Of Jiangxi Ning Black Tea

With the rapid development of China's economy and the concept of healthy consumption,it has entered the homes of ordinary people as a beverage that is good for physical and mental health,and has become an indispensable part of people's daily lives.Green tea has always dominated the tea consumption market in China,but with the change in the national consumption concept,the production and sales of black tea have been increasing year by year,and the black tea industry has ushered in a key period of development.Although China is the largest tea-growing country,there are a large number of black tea companies,but they are all small and scattered companies.Very few can truly compete with world-renowned tea companies.Although there are many black teas in China,the annual output value is almost incomparable.Lipton,Chuanning and other world-renowned teas rival.Therefore,this article specifically selects the Ning black tea regional brand strategy as the research topic.I hope that through research,we can find the advantages and disadvantages of China's black tea brands in the development,so that we can strengthen our strengths and avoid weaknesses in the future when we implement the brand strategy.Ning black tea was once the leading brand of black tea.It was as famous as Qi black tea and Fu black tea.Later,due to the poor management of the company,the leading Ning black tea companies went bankrupt and restructured,and the brand at home and abroad has plummeted.In recent years,the state has promulgated various measures to strongly support the development of the tea industry,and the Jiangxi Provincial Government and the Xiushui County Government have also issued various policies to support the development and growth of Ning black tea enterprises.This article starts with the brand strategy and related research theories of black tea brands,sorts out the definition of brand strategy and the research status of black tea brands,and then analyzes the research status of tea regional brand strategies at home and abroad.By analyzing the macro environment of Ning black tea,Analysis of market environment,industry environment and micro-environment,summarized the current status and existing problems and deficiencies of Ning black tea regional brand strategy.Finally,based on the problems and deficiencies in Ning black tea brand strategy design,a constructive countermeasure was proposed.Brand strategyimplementation safeguards.This article mainly combines theory with practice to study and analyze the regional brand strategy of Ning black tea,to provide a certain basis and help for its brand strategy design and implementation in the future,hoping that it can provide a reference for other companies in formulating and implementing brand strategies.