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Nowadays tea marketing has entered a stage of brand competition everywhere in the world. Nanping City has been one of the traditional main tea production areas in China and has a long history of.tea-planting and is rich in tea culture. Although Nanping City has abundant tea varieties, it only has few well-known tea brands except "Da Hong Pao" brand. This has become a bottleneck for local tea industry development. Therefore, tea brand management has become an urgent issue. It is very meaningful to use brand management theory, methods and learn the advanced experiences on tea brand management from home and abroad and make concerning strategies on tea brand management based on the existing problems in Nanping City.The main contents of the study include the achievements and existing problems on tea brand management and the countermeasures and suggestions for tea brand management in Nanping City.The research methods include literature review, field survey and interview on the spot. 20 tea production enterprises,16 tea farmers and tea businessmen were interviewed to collect the first-hand data in four months.The results of the study indicate that Nanping City has made great contributions for the development of Chinese tea industry. Among six main tea varieties, three of them originated from Nanping City, i.e. Black Tea, Wulong Tea and White tea. Taiwan’s famous tea varieties such as "Qinshan Wulong Tea" and "Dongding Shan Tea" were both introduced from Nanping City. The main problems existed on tea brand management in Nanping City include few famous tea brands, few famous tea enterprise brand, poor in standardized production, insufficiency on tea culture display, weak ability on self-development, lack of scientific contents, products lacking of market competitiveness, lack of managerial talents etc. To solve the existing problems, seven countermeasures are initiated, i.e. increasing investments on tea brand management, establishing tea brand by science and technology, modernizing tea processing technologies, producing organic tea, creating tea brand by the joint effort of different sectors, packaging tea and providing service with unique characteristics, establishing tea brand by all means such as holding tea exposition and conducting tea tourism and distributing tea publications, promoting scale management and specialized operation on tea brand management, producing, maintaining brand credit by innovation, sincerity and obeying the law, introducing brand management talents etc. Finally, some suggestions were made to further promote tea brand management such as enhancing tea brand fostering, tea brand evaluation and forming tea brand protection mechanism etc.
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