Abstract:

In order to explore the proper managing strategy of Fujian tea brand, the paper outlined the key index system of Fujian tea brand ecological system from the perspective of brand ecology, and used the AHP to determine the weight standards of each element of the system, thus pointed out the key path and emphasized elements of Fujian tea brand development. Research showed that, product aptitude and the operation of enterprise were key points of tea brand development, especially the safety index, brand management ability of enterprise and marketing capability were the most important elements to promote the competitive power of tea brand. In addition, production safety of tea planter, market supervision dimension of government and industry supervision dimension of tea associations had great influence on the growth of tea brand market. As for consumer market, it was necessary to cultivate customers’ loyalty to brand, as well as manage tea brand based on the overall economic development of target market and culture consumption custom.