Research On The Brand Marketing Strategy Of Guiyang M Tea Compan

The Chinese people have understood,appreciated and loved the tea since ancient times.Its function and use has been thought as important as medicine and food.As the birthplace of the tea culture,China has the largest tea planted area and yield in the world,there are various different kinds of tea with high quality.With the upgrading of consumer groups,the position of tea brands also has been raised in the largest tea consumption market.Although the number of tea companies is growing,but the tea brands and marketing services seem to be lagging behind.The tea planted area of Guizhou ranks first in China,and its tea quality is also high.However,many Guizhou tea companies turn to processing bases serve for other large tea companies because of the lack of brand building and marketing.Driven by the strategy of "brand strengthening agriculture",the brand marketing of tea companies is facing a new subject.The paper explores brand marketing under the guidance of relevant theories,focus on improving the competitiveness of tea companies and brand added value,minimizes the purchase risk and cost of consumers,and provides a guarantee for the survival and development of tea companies.Guiyang M Tea Company has been established recently,its brand marketing work is insufficient.The paper has sorted out the relevant theories of brand position,brand image,brand communication and brand management,analyzed the macro and micro environment of the company’s brand marketing,combined the interviews of the company’s managers,the results of the questionnaire,the discussions with colleagues and others involved,the information of internet and the documents of literature.The paper analyses the status quo of the company’s brand marketing,and finds the main problems: the company’s brand position tends to be homogenized,brand image is not clear,brand promotion is TOO simple,brand management ability is insufficient,etc.After finding out these problems,with problem-oriented comprehensive analysis based on STP,the paper then offers some suggestions: to excavate the core value of the brand,avoid the homogeneous position;to reform a new package design of the brand,shape a highly personalized brand image;to optimize brand promotion,achieve different spreading ways;to enhance management ability of band,promote development of the company.The application of brand marketing theory is wider through the study,the theoretical system of brand marketing is enriched in the process of practice,which provides a more comprehensive theoretical basis for the brand marketing work of Guiyang M Tea Company,provides helpful experience and reference for the band marketing work of similar companies,improves the brand awareness of tea companies,enhances the brand competitiveness and additional profits,makes the business more profitable,increases the income of farmers,helps the tea sell out of Guizhou,and promotes the regional economic development.