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A Preliminary Study about Brand Building of Wuyi Mountain Rock Tea

Author: XuFeng
Tutor: LiuZuo
School: Fujian Normal University
Course: Communication
Keywords: Wuyi mountain rock tea brand building Regional economic
CLC: F326.12
Type: Master's thesis
Year: 2010
Downloads: 218
Quote: 1
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Abstract


Brand building is an important means to get market competitionin in the brand era, under this trend only we find the effective brand building strategies,then we could enhance the brand value and dominates the market competitionin finally. This paper started construction of Wuyi mountain rock tea brand building, based on the status of Wuyi mountain rock tea brand building, fit the geographical features and resources of Wuyi mountain, in an attempt to find the feasible approachment fit for the characteristics of Wuyimountain rock tea industrial industry under the brand building ethical framework.Text starts from the brand-building content which meet the characteristics of tea industry, show the construction of Wuyi mountain tea brand building status with the exhaustive data, and then extended to the operability of Wuyi mountain tea brand buliding, make a analysis of the advantages and disadvantages of Wuyi Mountain tea brand building as a specific region,but the focus of this paper is to change the befoe state of complacency,and recognize the core strengths of Wuyi mountain rock tea, adjust the marketing strategy to build the brandThe Specific Content of this paper explained from the following two fronts:one against the Problems as enterprises lack of the brand building awareness, low degree of organization,then take the Measures as:Waking company’s brand awareness, establish the scientific management organization system, define the brand connotation, give the Clear positioning for the brand culture and so on. Secondly, for the lack of effective integration of communication strategies, from the point of media strategy, event marketing communication tools, the retail terminal, network marketing and other means, Demonstrate the effective strategy for form a strong brand propagation effects.At last, discuss about how to built the regional brand relying on natural tourism resources and the advantages of traditional tea art.Promote the development of tea industry cluster and and finally develop theWuyi moutaint regional economy, which is the ultimate goal and forward-looking direction of Wuyi mountain tea brand buliding.

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CLC: > Economic > Agricultural economy > China 's agricultural economy > Agricultural sector economy > Farming > Economic crops
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