Brand Marketing Model and Development Strategies of Anxi Tieguanyin Tea(Oolong Tea)

Brand management is the key to obtain the market share of Anxi Tieguanyin Tea, and brand marketing is the kernel of brand management. This paper analyzed the brand development situations of Anxi Tieguanyin Tea, and the models such as expanding the market by brand, drivening production by the market and promoting sales by the sales activities were know as the brand marketing model of Anxi Tieguanyin Tea. Base on these, this paper put forward the development strategies including reinforcing the quality of agricultural products basis, strengthening the brand awareness of peasants, integrating small tea brands and innovating marketing channels to enhance brand.