大红袍茶产业品牌建设研究

采用SWOT分析法对大红袍品牌建设过程中存在的的优势、劣势、机遇和威胁进行实证分析。结果表明:大红袍品牌建设存在设计内容不统一、标识设计混乱、资产增值能力不足、厂商和终端销售商争利等问题。因此,促进大红袍茶产业品牌建设,应从统一品牌产品和形象设计,增强品牌凝聚力、针对产能有限和品牌内涵,细分品牌,提高品牌竞争力、产业各环节明确分工,重视分销渠道建设,提升品牌价值、制定可操作性更强的产业政策,规范市场环境,保障品牌建设等方面入手。

Research on the Brand Construction of Dahongpao Tea Industry

⑴ Background——The brand construction of Dahongpao promotes the development of Wuyishan tea industry.To deeply analyze the achievements and problems in the process of Dahongpao brand construction could further enhance the market competitiveness of Wuyishan tea industry.⑵ Methods——This paper uses SWOT analysis method to analyze the current situation of the brand construction of Dahongpao from four aspects:advantages,disadvantages,opportunities and threats,so as to provide reference for formulating the brand construction strategy of Mt.Wuyi tea industry.⑶ Results——Dahongpao brand has rich connotation and possesses the necessary conditions for building middle and high-end tea brands.The SWOT analysis results followed.Advantages:positioning is accurate,which means that Dahongpao is suitable for building middle and high-end brands for its deep historical and cultural heritage and excellent quality;combination is reasonable,which means that Dahongpao products are divided into matching Dahongpao and purebred Dahongpao according to the actual situation;dissemination is efficient,which means that Dahongpao is rapidly disseminated to the world through the famous"Impression Dahongpao"performance and Dahongpao tea culture tour and other related tea culture tourism projects for the reason that Wuyishan has become a world-renowned tourist city after the successful application of Wuyishan as a"World Cultural and Natural Heritage Site";government attaches great importance to the policy support,which means that Wuyishan municipal government has promulgated many policies and notices to promote the brand construction of Dahongpao since 2001,and these policies and notices have played a great role in promoting the brand construction of Dahongpao.Disadvantages:many things make consumers confused;lemon market phenomenon and poor quality products flooding the market cause consumers to have insufficient confidence in the brand of Dahongpao;insufficient asset value-added ability and poor brand premium ability are the main reasons for the slow growth of Dahongpao brand value.Opportunities:the wave of economic upgrading and transformation in China,the arrival of tea experience consumption era and the impact of internet age.Threats: in terms of brand value,Dahongpao ranked 12 th with a brand value of 2.789 billion yuan in 2018.Compared with the brand value of 2.694 billion yuan in 2017,its ranking dropped 4 places.Compared with Pu'er Tea which ranked No.1 with a brand value of 6.410 billion yuan,there is a huge gap.In terms of brand core competitiveness,compared with many other tea brands,the market promotion is a weakness of Dahongpao for the reason that the core competitiveness of Dahongpao comes from its unique processing technology.⑷ Conclusions and Discussions——Dahongpao brand has strong market competitiveness.Under the circumstances of the holistic transformation and upgrading of China's economy and the threat from many other tea brands,Wuyi rock tea industry needs stronger market competitiveness to achieve sustainable development,so building a strong Dahongpao brand is an important guarantee for the successful transformation and upgrading of Wuyi rock tea industry.Therefore,the following four suggestions are put forward:first,we should unify the brand products and image design to enhance brand cohesion;second,we should subdivide brands and improve brand competitiveness in view of limited production capacity and brand connotation;third,we should clarify the division of labor in all sectors of the industry,pay attention to the construction of distribution channels and enhance brand value;fourth,we should formulate more operable industrial policies and standardize the market environment to guarantee brand construction.